MARCOM Business

The Business of Marketing Communications



ET Brand Equity | How ‘immunity marketing’ can shield brands

Insights from how immune systems respond in nature can guide marketers to navigate an uncertain landscape in a post-Covid world…

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The Drum | All-Weather Marketing Part 1: The business case for advertising in a downturn

To succeed in difficult times, you need to keep calm, think rationally and make decisions based on reliable data. This is particularly true when it comes to the decisions that businesses make about marketing.

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Marketing Week | Why marketers are spending and winning big on TikTok

Finding new creative ways to reach audiences and generate real value is the holy grail for any marketer. That’s why short-form mobile video entertainment platform TikTok is a proposition too good to miss.

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Your Story |Stay on top of this year’s changing app marketing trends with App trends 2020

Detecting the signs of major shifts in the app economy and moving fast enough to take advantage of them will be vital for marketers in 2020.

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Everything Experiential – Business World | Marketing is serving the human in the consumer: Yan Han, International Business Chairperson, Topline Consulting Group

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Marketing Land | Welcome to the Predictive Marketing Era

How to become a nimbler, smarter, more successful PPC marketer

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McKinsey & Co. | Moving past friend or foe: How to win with digital marketplaces

Digital marketplaces have been the buzz of the consumer industry for the past several years, yet many brands and retailers still struggle to understand if and how to partner successfully with them.

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The New York Times | The Week in Business: Confronting Racist Marketing

Facebook has notoriously refused to block political ads or content that contains violent rhetoric or even outright lies.

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Financial Express | How ad and marketing spends is geared to shift online post covid crisis

Brands are cautiously but progressively starting to confide in marketing again and agencies are seen preparing for ideas and media plans for this new quarter

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Fast Company | Juneteenth events and rallies grow in 2020 as more workplaces give employees off

Juneteenth marks the date in 1865 when the slaves of Galveston, Texas, were informed that they were free—2.5 years, mind you, after the Emancipation Proclamation, via a federal order aimed at silencing and controlling them (“remain quietly at [your] present homes”).

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Marketing Week | Marketing’s importance increasing during the pandemic as share of company spending hits record high

Marketing budgets as a percentage of revenues and company spend have risen to record levels during the pandemic, as it plays a key role in retaining customers and building brand value.

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Harvard Business Review | Dress for the (Remote) Job You Want

Now that many of us have been forced to get comfortable with video meetings, it’s safe to assume that they are here to stay.

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Money Control | COVID-19 may have changed sales and marketing forever

From learning the art of closing deals in video calls to engaging clients in social media platforms, sales and marketing team are now getting ready for the post COVID-19 world.

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Financial Express | Twitter provides more firepower to brands with Fleets; the tool is expected to amplify moment marketing

Brands are expected to use the new tool to announce roll-out products and services besides other key announcements

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Entrepreneur India | What Makes a Good Marketing Manager?

How to direct teams toward commercial and creative success in marketing.

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Cole Reports | 12 Common Video Marketing Mistakes You Can Avoid

Video marketing has been an emerging trend as people like to watch a video instead of reading a lengthy write-up.

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Forbes | Five Simple Marketing Strategies For Your Startup

In the early stages of business, founders must develop effective strategies to establish market share, aggressively achieve results and ultimately turn a profit.

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Smart Brief | 5 new trends in digital marketing you might have overlooked

These rapid shifts illustrate the importance of identifying the right marketing trends to jump on.

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Learning Hub | Learn How to Craft the Most Informative Marketing Report Ever

Remember this one rule when creating marketing reports: know your audience.

Read the full article on learn.g2.com


Forbes | Bootstrapping IT: Growing Your Business With Marketing

There are two consistent elements of work which bring me great joy: building relationships and making things grow.

Read the full article on forbes.com


Search Engine Journal | 6 Reasons Why You Need a Marketing Data Warehouse

Wasting too much time on manual reporting? Sick of siloed data? Then a marketing data warehouse might just be the right solution for you.

Read the full article on searchenginejournal.com


Marketing Week | How Corona built brand equity in spite of the pandemic

Brands can generate love and loyalty, even in a crisis, through building equities and visual triggers, as Corona has unexpectedly discovered.

Read the full article on marketingweek.com


Search Engine Land | Why marketers need identity to build consumer trust in a cookieless world

Marketers must have the right walled garden and publisher relationships, linked to a strong identity foundation, in order to establish and sustain trusted consumer relationships.

Read the full article on searchengineland.com


Your Story | Mobile app marketing trends that are here to stay in the post-COVID-19 world

People are getting attached to applications that swiftly, and smartly, solve their problems. This, by and large, can evolve into a gold mine for app marketers.

Read the full article on yourstory.com


The Ritz Herald | Stefano Cicchini, a Combination of Travel and Influencer Marketing

The category of food and travel marketing campaign is quickly broadening, leading to possibilities for mutually effective collaborations between brands and influencers.

Read the full article on ritzherald.com


Vogue Business | What makes a popular luxury fashion brand?

Versace, Valentino and Alexander McQueen amassed a significant number of views online in the Vogue Business Index, despite lagging in other consumer perception metrics like brand loyalty.

Read the full article on voguebusiness.com

Are Marketers Wasting Money On Adtech Myths?

Forbes | Are Marketers Wasting Money On Adtech Myths?

Of course there is value in digital marketing; and digital can do things that other marketing channels simply cannot. But are marketers spending too much in buying “shiny digital objects” from snakeoil — oops “adtech” — salesmen?

Read the full article on forbes.com


Business of Fashion | Fashion Magazines Hit as Luxury Ad Spend Dwindles

Global fashion houses are slashing their marketing budgets by 30 to 80 percent to weather the economic fallout of the pandemic.

Read the full article on businessoffashion.com

How WSJ and Barron’s Group Grew Their Digital Ad Business Despite the Pandemic

AdWeek | How WSJ and Barron’s Group Grew Their Digital Ad Business Despite the Pandemic

An increase in readership about these uncertain times has been good for their bottom line

Read the article on adweek.com

The CEO of Levi Strauss on Leading an Iconic Brand Back to Growth

Harvard Business Review | The CEO of Levi Strauss on Leading an Iconic Brand Back to Growth

Few brands are as iconic as Levi’s, and Levi Strauss is one of the oldest companies in America. It was a brand I grew up with and had an emotional attachment to. 

Read the article on hbr.com

Three Reasons Video Marketing Is Important On Social Media In 2020

Forbes | Three Reasons Video Marketing Is Important On Social Media In 2020

It’s no doubt that traditional forms of marketing are no longer as effective as they used to be, and those who are seeing success by utilizing digital marketing may be missing out on key strategies that can accelerate growth further.

Read the article on forbes.com


Neil Patel | Google’s May 2020 Core Update: What You Need to Know

On May 4th, Google started to roll out a major update to its algorithm. They call it a “core” update because it’s a large change to their algorithm, which means it impacts a lot of sites.

Read the article on neilpatel.com


Digiday | Video advertisers are turning to format innovation to push beyond interruptive experiences

Video advertising is always interruptive — until it isn’t.

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Entrepreneur INDIA | Learn 2020’s Most Important Digital Marketing Skills in This $35 Course

Get up-to-speed on Facebook and Google Ads, YouTube marketing, TikTok, and more.

Read the article on entrepreneur.com


AdAge | History shows marketers who keep spending during downturns fare much better

Despite an unprecedented disruption in people’s lives amid a pandemic that could kill hundreds of thousands of people, the current crisis is also creating new opportunities for brands old and new—as uncomfortable as that may be to think about.

Read the article on adage.com


McKinsey & Co | Agile in the consumer-goods industry: The transformation of the brand manager

In the consumer-goods sector, agile ways of working aren’t an all-or-nothing proposition. Success depends on knowing where and how to deploy them.

Read the article on mckinsey.com


Marketing Week | The ‘new normal’ is just another bullshit line marketers have swallowed

Marketers should be as wary of those predicting the marketing world is about to change forever as they are of people who thought Oreo’s Superbowl tweet was the future of marketing strategy.

Read the article on marketingweek.com


Forbes | 12 Marketing-Based Techniques For Attracting New Talent

In most cases, marketing has the task of attracting buyers. However, some companies have adapted their marketing techniques into the realm of hiring.

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Harvard Business Review |Good Leadership Is About Communicating “Why”

In an ongoing crisis, clear communication is more important and more difficult than when things seem normal. Employees and customers are hungry for information, so we’re tempted to pull together presentations and communicate with urgency instead of with careful planning.

Read the article on hbr.org


Forbes | How COVID-19 Is Changing The Language Of Marketing

The right words have always been an essential ingredient of effective marketing. So we can’t help but wonder how the lexicon may be changing, how the language of marketing content may be shifting as a result of COVID-19.

Read the article on forbes.com