Opinions expressed by Entrepreneur contributors are their own. A small business marketing communications strategy doesn’t have to be complex and overwhelming. In fact, many of the most successful ...

The community-first model sounds compelling creatively, but scaling it has depended on solving one of the longest-running ...

Natalie is Founder & President of Magnetude Consulting, a full-service marketing agency working with small and midsized B2B tech firms. When someone says, “MSP,” most think “IT.” This instinctive ...

Day One of ARF’s “Attribution & Analytics Accelerator” event offered intriguing marketing modeling case studies from four major brands, Microsoft, Mazda, Trojan, and Cotton Inc., along with their ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

Many brands are setting up in-house teams to do work traditionally performed by agencies, and a new model of advertising and marketing is emerging. Given this new model’s potential cost savings—along ...

Marketing mix modeling (MMM) is a relatively new concept that combines a variety of marketing channels with large data sets of historical performance data. This combination helps channel marketers ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Look at virtually any consumer industry and you’ll see how changes in digital technology are fundamentally altering the way that consumers engage with brands before, during, and after a purchase.

According to Hoover's Inc., a Dun & Bradstreet corporation, the talent and modeling industry brings in an estimated $5 billion a year. The top five agencies bring in about 45 percent of that revenue, ...