In this half-hour video, Ruth King interviews Rebecca Lieb about her most recent book, Content: The Atomic Particle of Marketing, co-written with Jaimy Szysmanski.
A large sports apparel company long assumed its target audience was the male athlete between the ages of 18-25. They had no reason to question the data from their tech stack, so their marketing strategy was primarily directed to young male athletes. But they were missing something. When the brand was able to look at […]
By, Jessica Groopman, Jaimy Szymanski, Rebecca Lieb, and Jeremiah Owyang of Kaleido Insights. Topic: Facebook Data Breach & Advertising Transparency Example: Cambridge Analytica Impact Analysis: Humans (consumers and end users) and Businesses Confusion still swirls around what really happened (the news cycle on this story has been so unrelenting that we’ve postponed our analysis for […]
As emotional recognition technologies make their way into the corporate ecosystem, use cases and impacts abound. Emotional recognition has the potential to add important new levels of information and data to marketing, sales, customer service, HR, training, engineering, and product development.
For over a year, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (We’ve also been helping several brands build the strategies to make this happen.) Today we’re publishing research on global content […]
Enterprises are in the early stages of integrating content strategy as a discipline – into marketing, operations, and technology. Multinationals face a more complex challenge: scaling across borders, languages, cultures, and teams. This report examines related challenges and best practices.