Last year, more than $332 billion were spent on digital marketing campaigns worldwide, yet few organizations know how to accurately measure their return on that investment. “I’ll let you in on a dirty little secret. Digital ads don’t work nearly as well as their advertisers say they do,” says MIT digital scientist and business analytics expert Sinan Aral, author of…
For years, Esade marketing professor and business strategist Marco Bertini has been teaching firms – including AT&T, Boston Consulting Group, H&M, Coca-Cola, Procter and Gamble, Fox Networks and Novartis – how to capitalize on the value they create for customers so they can generate revenue effectively and build stronger brands. In the Fall 2020 issue of MIT Sloan Management Review, Bertini and London…
Cultural change can happen quickly. While some organizations are good at responding to sudden changes, others may be less adaptive and miss new opportunities. According to global media executive, author and Columbia University lecturer Kai D. Wright, culturally fluent brands – those that understand and embrace diverse audiences – are much better at leveraging change when promoting products,…
The rise of global, instantaneous communication via digital platforms and devices has created uncertainty for once untouchable corporate brands. On one hand, the sheer volume of digital advertising and information makes it harder for brands to capture and sustain public attention. At the same time, brands thrust into the spotlight for negative reasons – such…
How do brands successfully market and sell products and services? Historically, the answer may have been to explain to consumers why your offerings are better than those of competitors. But in an era of social media, consumer activism and the triumph of “feeling,” says marketing expert Kai D. Wright, it’s no longer enough. People don’t just…
How did startups and grassroots activists get the upper hand over gigantic corporations and establishment politicians? Whether for good or ill, the big winners of the past decade – from market disruptors like Uber and Airbnb to political insurgents like Barack Obama and Donald Trump – have been those who harness our growing appetite to…
