Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. " For business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments.
Posts about Marketing
  • How Volkswagen is using artificial intelligence for ad buying decisions

    …, it sells more cars than it would have if it had gone with its media agency’s recommendation, according to Lutz Kothe, the head of marketing and PR for Volkswagen’s passenger cars. Kothe said his team uses Blackwood Seven’s algorithm to buy the right ads based on sales. Defining a role for the AI platform, however, has taken Volkswagen a while. Two…

    Digiday- 37 readers -
  • TD Bank’s first fintech acquisition is an AI company

    … TD Bank just bought its first technology firm, Toronto-based artificial intelligence startup Layer 6. The Canadian banking giant, also based in Toronto, invested an undisclosed amount in Layer 6 to help it “continue to transform itself” in the industry shift from mobile-first to AI-first customer experiences, said Rizwan Khalfan, TD’s chief…

    Digiday- 36 readers -
  • GDPR is coming, and data management platforms are in the crosshairs

    … Data management platforms play an increasingly important role in helping digital marketers find high-value audiences, largely based on third-party data collection without much transparency. But with the General Data Protection Regulation being enforced in May, DMPs may face a tough battle to obtain third-party data. DMPs mainly process third…

    Yuyu Chen/ Digiday- 33 readers -
  • With GDPR looming, DSPs are under pressure to adapt

    … With the General Data Protection Regulation being enforced in May, demand-side platforms need to figure out how to target users without relying on personal data. DSPs that are unable to adapt to the new rules are likely to lose market share and suffer a similar fate as the programmatic platforms that were late to adopt header bidding. The GDPR…

    Digiday- 28 readers -
  • For fashion brands, 2018 will be the year of the ‘influencer roster’

    … The Instagramming and unboxing mass of inspirational lifestyle gurus known as influencers are only becoming increasingly central to the marketing strategies of fashion and luxury brands in 2018. There are still frustrations, as brands figure out how to track the results of campaigns and sponsored posts, including conversions and the value…

    Digiday- 24 readers -
  • In 2018, management consultancies will have their sights set on media

    … For management consultancies trying to be agencies, 2018 is the year they’ll have to prove they can do it. “Next year is the year we’re focusing strongly on organic growth that is in part seeded by some of the acquisitions we’ve made around the globe,” said Brian Whipple, CEO of Accenture Interactive, which snapped up 14 agencies globally…

    Shareen Pathak/ Digiday- 23 readers -
  • How Kiehl’s is using text messages and AI to keep customers loyal

    Kiehl’s is using artificial intelligence and text messaging in its fight against Amazon. The cosmetics brand, which does the majority of its business through its own Kiehl’s-branded stores and on, is now using text messaging as a way to keep customers coming back. Working with a company called OrderGroove, the company is defending its market share by creating text- ...

    Shareen Pathak/ Digiday- 22 readers -
  • The state of AI in marketing in 5 charts

    … According to a Salesforce study from July, about half of the 3,500 marketing leaders surveyed are already using AI, and more than a quarter of these leaders are planning to pilot AI programs in the next two years. Using AI for media buying is one of the strongest use cases for AI. Marketers believe AI can improve targeting and personalization when…

    Digiday- 22 readers -
  • On Instagram, Nike posts less content but gains more mentions

    Instagram is quickly becoming Nike’s go-to social network. The brand uploaded over a third of its social content to its global @nike and London @nikelondon Instagram accounts last year, while more than half went to Twitter and 13 percent went to Facebook, according to social analytics firm Share Creative.

    Digiday- 22 readers -
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