Articles

Data is today’s marketing currency. Those who know how to build it, manage it and use it will create substantial competitive advantage for their businesses, no matter the industry. But possessing lots of customer data isn’t enough.

One of the most basic human needs is a feeling of safety and security, sitting just above water, food, shelter, and the like on Maslow’s Hierarchy.

Customer data platforms are not a silver bullet, says Peter Rogers of agency Merkle. For The Drum’s data deep dive, The New Data & Privacy Playbook, he argues that they only work well if your first-party data is in order too.

Content has always been at the heart of B2B marketing, from thought leadership to demand generation to sales enablement. Insightful, useful content builds brand affinity and engagement, serving as a critical element in the B2B experience. As we enter a cookieless world, content becomes even more valuable.

Winning at retail is more important than ever today. With an expected one in four media dollars being spent in retail media by 2026, building a thriving sales practice is critical.

After an explosion in recent years, media networks have been tightly linked to retail. However, other industries are recognizing the opportunity that a media network presents – after all, there’s no reason data monetization should sit with just retailers. Brands across travel, automotive, financial services, and more are joining the media network conversation.

Many people still think of direct mail as it was in their parents’ or grandparents’ generations – thick catalogs and impersonal offers that sat atop kitchen tables, largely ignored, for weeks at a time. But a lot has changed with direct mail, making it a viable, efficient channel for today’s marketers.

Much of what you've seen and heard about ChatGPT seems amazing — and it is. There's been a tendency to treat its digital faux pas as amusing foibles. But in a business like banking, there's no room for artificial intelligence that is having a bad day. Compliance breakdowns — and accompanying penalties — could multiply exponentially.