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Marketing Compendium

The human tragedy of COVID-19 has upended lives around the world and had a dramatic effect on consumer behavior. For businesses, these changes are forcing marketers to reimagine how they connect with their customers and drive growth.

How marketing leaders can both manage the coronavirus crisis and plan for the future

In the economic recovery from the pandemic, marketing—the link between businesses and their customers—will play a pivotal role. Planning starts now.

An essential marketing tool in a downturn: Spend management

Marketing spend management can play a critical role in weathering a downturn and catalyzing future growth. Here are four essentials for doing it well.

Performance branding and how it is reinventing marketing ROI

Data and technology can help clarify customer behavior at the earliest stages of the decision journey. Here’s how.

Modern marketing: What it is, what it isn’t, and how to do it

To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets.

The future of brand strategy: It’s time to ‘go electric’

Data shows that as choices and channels increase, brand trustworthiness is more important to consumers than ever.

Preparing for loyalty’s next frontier: Ecosystems

As digital marketing expands consumers’ choices, companies are learning to drive customer loyalty—and growth—by pooling data within an ecosystem of brands.

Rapid Revenue Recovery: A road map for post-COVID-19 growth

Speed, agility, and a new understanding of customer values are the keys to navigating the next normal.

Personalization Compendium Volume 2

This collection on the future of personalization, which has become a core capability for marketers striving for efficiency and growth, explores the major topics that have the ability to make or break a company’s personalization efforts.

The future of personalization—and how to get ready for it

Personalization will be the prime driver of marketing success within five years. Here are the capabilities companies need to develop to stay ahead of the curve.

A technology blueprint for personalization at scale

Personalization at scale requires companies to take on the challenges of technology and business in tandem, starting in the C-suite.

Consumer-data privacy and personalization at scale: How leading retailers and consumer brands can strategize for both

Customer concerns about the security and privacy of their online data can impede personalized marketing at scale. Best-practice...

The end of shopping’s boundaries: Omnichannel personalization

Personalization across physical and digital channels is the next big marketing opportunity. The secret is figuring out how they...

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