New data from mobile measurement platform Kochava reveals that artificial intelligence is exposing massive flaws in how app marketers measure success, ...

A marketing budget is important for helping you proactively shift the emphasis of your promotional efforts to low-cost methods, such as social media or in-store promotions, during slow periods.

Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid ...

Demand Generation Benchmark Survey offers an in- depth look at how marketing leaders are navigating this ever-evolving ...

B2C marketers are using content marketing primarily to bring attention to their overall brand: The three most cited marketing goals in the last 12 months were creating brand awareness (84%), educating ...

Two new efforts feature tactics like influencer marketing as the big-box store prioritizes promoting value and an on-trend ...

With mass outpacing prestige sales for the first time in years, budget-friendly beauty has not only become aspirational, it's ...

Influencer marketing has reached a critical juncture in 2025, with measurement challenges now representing the primary threat ...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is ...

India’s largest consumer goods company, has reduced its overall advertising and promotional budget by 5.5% while ...

A high-impact content strategy doesn’t depend on a big team or budget. With focus, creativity, and a willingness to ...