A guide to B2B Marketing Planning

whitePaper | December 1, 2019

Internet advertising has been the fastest-growing marketing channel in recent years, accounting for roughly $60 billion of spending in the United States alone in 2015. The rise of digital advertising has been dramatic – more than doubling over the past five years alone. Paid search, in which advertisements are placed alongside search results, comprises the largest share of online advertising expenditures.

whitePaper | May 30, 2022

Today’s pharma marketers are adapting their advertising strategies and investments in a world of digital choice. By embracing new online video and digital audio channels, advertisers are taking advantage of more precise targeting tactics, more efficiently reaching key patients and HCPs, and improving the overall ROI of their marketing investments.

whitePaper | December 29, 2019

Branding has become one of the most important aspects of business strategy. Yet it is also one of the most misunderstood. Branding is sometimes considered to be merely an advertising function. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management. This note provides an alternative perspective, arguing that: Branding is a strategic point of view, not a select set of activities.

whitePaper | December 14, 2021

Branding. The term alone evokes a myriad of thoughts, definitions, and even feelings. Throughout our combined 30+ years of marketing experience, we have helped many organizations understand the difference between what they perceived branding to mean versus the realities that drive their brand’s culture and the customer experience. We have seen great brands defined and redefined, seen company cultures come to life, witnessed new launches leading to customer engagement, and products launched into the marketplace that evoke national appeal. What does all of that mean to you, charged with growth in the student housing business vertical? Clarity. Confidence. Stability. Growth. Let’s start with a simple definition.

whitePaper | December 2, 2019

One of the ways that Russian agents interfered in the 2016 election was by using online advertising to spread disinformation. In 2018, Facebook, Google, and Twitter created new resources to help the public track political ads on their platforms, bringing more transparency to the sponsors of digital ads. Snapchat followed suit in September 2019. But these databases of political ads are woefully inadequate, as Issue One has detailed in a major report. They lack uniform standards, display uneven amounts of information, and are difcult to use. Here’s what you need to know about them.

whitePaper | December 18, 2019

Over the course of a year, the digital audio industry has experienced unprecedented change. This year’s analysis reveals how perceptions of digital audio have developed in the past 12 months and takes a definitive look at the factors driving the industry forward. This year, 86% of advertising agencies and 66% of brand advertisers said that they now see digital audio as a key part of their integrated media strategies.