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# Marketing Club of New York

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## Posts

- [Blog](https://marketingclubny.kinsta.cloud/blog/)
- [MCNY Kicks Off Centennial Year Programming with 'Annual Outlook' 2026: Winterberry Group Expects 9.4-percent for U.S. Ad, Marketing and Data Spend in 2026 to Top $660B](https://marketingclubny.kinsta.cloud/2026/01/20/mcny-2026-annual-outlook/) - MCNY KICKS OFF CENTENNIAL YEAR PROGRAMMING WITH ‘ANNUAL OUTLOOK’ 2026: WINTERBERRY GROUP EXPECTS 9.4-PERCENT FOR U.S. AD, MARKETING AND DATA SPEND IN 2026 TO TOP $660BBy Chet Dalzell, Digital Advertising AllianceThe Marketing Club of New York (MCNY) launched its Centennial Year of programming on January 15, and for the 20th consecutive year, Winterberry Group’s Executive
- [On Turning 100: It Starts with One…](https://marketingclubny.kinsta.cloud/2026/01/12/on-turning-100-it-startswith-one/) - By Chet Dalzell, 2026 MCNY President 2026 is a momentous year. The United States turns 250. The World Cup comes to North America. And the Marketing Club of New York (MCNY) is marking its Centennial Year as a gathering place for Greater New York (and beyond) marketing professionals.Our theme for this occasion is “It starts
- [MCNY Announces 41st Annual Silver Apple Honorees:  Five Marketing Leaders and One Corporation](https://marketingclubny.kinsta.cloud/2025/09/23/41st-annual-silver-apples-honorees/) - Additional special awards to be bestowed for advocacy, innovation and ‘Green Apple’ for a rising star Annual awards gala is slated for Thursday evening, November 13, 2025, at New York’s Hard Rock Cafe, Times Squareby Chet Dalzell, Digital Advertising Alliance Start spreading the news: the Marketing Club of New York (MCNY, marketingclubny.org) has named its Silver Apple
- [MCNY Kicks Off 2025:  ‘Annual Outlook’ for U.S. Ad, Marketing and Data Spend to Grow 6.1 Percent - with Digital, CTV Acceleration; Decline in Linear TV, Print](https://marketingclubny.kinsta.cloud/2025/02/05/mcny-2025-annual-outlook/) - MCNY KICKS OFF 2025: ‘ANNUAL OUTLOOK’ FOR U.S. AD, MARKETING and DATA SPEND TO GROW 6.1 PERCENT — WITH DIGITAL, CTV ACCELERATION; DECLINE IN LINEAR TV, PRINTBy Chet Dalzell, Digital Advertising AllianceThe U.S. economy is off to a solid start – with some uncertainties in tariffs – and advertising and marketing should reap solid gains
- [Report: Direct Mail Advertising Makes a 2024 Comeback Amid Higher Postage | Brands Emphasize Omnichannel Integration](https://marketingclubny.kinsta.cloud/2024/12/17/direct-mail-advertising-makes-a-2024-comeback/) - By: Chet Dalzell, Digital Advertising Alliance A new white paper recently released by Winterberry Group shows that U.S. brands will grow their spending on direct mail advertising by an estimated 2.6 percent in 2024, reaching $37.3 billion – reversing last year’s (2023) double-digit percentage spending decline. Amid this comeback, eight in ten U.S. brands say
- [MCNY Announces 40th Annual Silver Apple Honorees: 11 Marketing Leaders](https://marketingclubny.kinsta.cloud/2024/09/25/40th-annual-silver-apples-honorees/) - Special awards for advocacy, innovation and ‘Green Apple’ for a rising star among themThe 40th annual awards gala celebrating these extraordinary marketers is slated for Thursday, November 7, 2024, at New York’s Hard Rock Cafe, Times Square For the last forty years, the Marketing Club of New York (MCNY, marketingclubny.org) has named Silver Apple Award
- [The One Global Advertising Competition that MCNY ‘Endorses’ -- Get Involved with the 2024 International ECHO Awards](https://marketingclubny.kinsta.cloud/2024/06/21/the-one-global-advertising-competition-that-mcny-endorses/) - By: Chet Dalzell What truly makes great advertising?This week, every year, the world’s advertising creatives spend a fortune on themselves, feting the global best in creativity in Cannes, France. We let them eat cake, frosted and buttery. They toast themselves – and some clever creative output gets rewarded with hardware. There’s lots of parties, and
- [MCNY Announces Industry Executive Chet Dalzell of Digital Advertising Alliance to Serve as 2024 Club President](https://marketingclubny.kinsta.cloud/2024/04/02/mcny-announces-2024-club-president/) - MCNY Announces Industry Executive Chet Dalzell of Digital Advertising Alliance to Serve as 2024 Club President Marketing Club of New York also names new officers for its Board of Director alongside a new “free” membership and corporate sponsor model NEW YORK, April 2, 2024 – Veteran public relations and public affairs executive Chet Dalzell, senior
- [Gen Z & TikTok, sitting in a tree](https://marketingclubny.kinsta.cloud/2024/05/14/gen-z-and-tiktok-sitting-in-a-tree/) - By: Kelsey Connors, Patricia Masi and Alicia Wiedemann Move over Baby Boomers. 2024 will be the first time Gen Z—those born between 1997 and 2012—represents a larger portion of the U.S. workforce than their elders born between 1946 and 1964. And that’s a big deal for both employers and marketers, who now must prioritize a
- [New Research Seeks to ‘Demystify the Data Layer’ – in the U.S., a $27-Billion Riddle](https://marketingclubny.kinsta.cloud/2024/03/12/mcny-welcomes-annual-outlook-for-estimated-u-s-ad-marketing-spend-in-2024-2/) - By Chet Dalzell, Digital Advertising AllianceEach and every year since 2008, the Marketing Club of New York receives firsthand details on U.S. media spending, courtesy of Bruce Biegel and Winterberry Group. It’s the club’s marquee research event on the New York advertising, media and marketing calendar. One of the delights of that report is an
- [MCNY Welcomes Annual 'Outlook' for Estimated U.S. Ad & Marketing Spend in 2024](https://marketingclubny.kinsta.cloud/2024/02/08/mcny-welcomes-annual-outlook-for-estimated-u-s-ad-marketing-spend-in-2024/) - MCNY WELCOMES ANNUAL ‘OUTLOOK’ FOR ESTIMATED U.S. AD & MARKETING SPEND IN 2024 – A $570 BILLION OPPORTUNITY, FUELED BY $36 BILLION IN DATA-RELATED SPENDFor the 18th consecutive year, the Marketing Club of New York has featured Winterberry Group’s Bruce Biegel, who reveals his annual recap of prior year ad spend, provides predictions on the
- [Looking Back to Look Forward](https://marketingclubny.kinsta.cloud/2021/03/30/looking-back-to-look-forward/) - DMCNY’s Midweek Recharge series has presented several discussions on key trends to watch in areas such as customer identity management, digital innovation, adtech and martech, and related spending. In case you couldn’t join live, here are links to some of the most recent trend-focused webinars from the series or detailed coverage on the predictions. Go
- [Meet 2023 MCNY Silver Apple Honoree, Katie Keating](https://marketingclubny.kinsta.cloud/2023/11/08/katie-keating/) - 30 years ago, Katie Keating came to New York with a vision and never left it behind. She co-founded a 100% women-owned, strategically minded, and creatively driven advertising agency.Katie is dedicated to smashing the stigmas that have (up until now) kept parts of women’s lives secret, such as health, pleasure, aging, alcohol, and cannabis.She holds
- [Meet 2023 MCNY Silver Apple Honoree, Rob Sanchez](https://marketingclubny.kinsta.cloud/2023/11/08/rob-sanchez/) - Rob Sanchez, an Inc 500 entrepreneur, is recognized as one of the data industry’s most tenured and established experts, dominating B2B marketing solutions in North America.He brings a dynamic blend of data-driven marketing and growth expertise to his role as CEO. Through key acquisitions, recruitment, and expansion of solution-based services, he has played an integral
- [Meet 2023 MCNY Silver Apple Honoree, Moore](https://marketingclubny.kinsta.cloud/2023/11/08/moore/) - Moore has doubled in size in five years to 5,000 employees — transforming data-driven marketing, using automation from front-end to back-end, to help its largely non-profit clients, among other sectors, succeed. Marketing Club New York Club President Alicia Wiedemann of Summer Friday talks with Moore CEO Gretchen Littlefield on the role of respect, authenticity, and
- [MCNY Silver Apples 2023 Spotlight on Advocacy and Innovation | Meet Alison Pepper and John Nardone](https://marketingclubny.kinsta.cloud/2023/10/25/2023-alison-pepper-and-john-nardone/) - Alison Pepper currently serves as the Executive Vice President of Government Relations & Sustainability at the 4A’s in Washington, D.C. In this role she works with regulators, legislators, and cross-industry stakeholders on issues of importance to the advertising community. Alison works in key areas of policy that impact advertising agencies including privacy, tax policy, labor,
- [Meet 2023 MCNY Silver Apple Honoree, Marla Kaplowitz, President & CEO, 4A's](https://marketingclubny.kinsta.cloud/2023/10/25/2023-marla-kaplowitz/) - Bringing over 30 years of industry experience in marketing, media and communications, Marla joined the 4A’s (American Association of Advertising Agencies) in May 2017 as the President & CEO to help define and shape the future focus for the association. Under her leadership, the 4A’s works to improve the health of the industry through the
- [Meet 2023 MCNY Silver Apple Honoree, Peilin Corbanese, VP, Analytics Life Insurance, EXL Service](https://marketingclubny.kinsta.cloud/2023/10/18/2023-peilin-corbanese/) - Peilin is a strategist with a quantitative and technological upbringing, thriving on meaningful connections with people & promoting a sense of inclusion.She is a VP of Analytics for a global management consulting firm, focusing on advanced analytics, generative AI, and digital transformation.Previously holding the role of VP of Analytics for Gerber Life Insurance and also
- [Meet 2023 MCNY Silver Apple Honoree, Roger Mader, Managing Partner, AMPERSAND](https://marketingclubny.kinsta.cloud/2023/10/25/2023-roger-mader/) - Roger Mader’s goal is helping big companies to act small, and for small companies to get big. Mader works with senior executives to unlock the potential in companies by producing uncommon growth by uncommon means. He has performed in many different roles across different companies such as Global CMO of Subway, while also working for IBM,
- [‘Rockstars’ | MCNY Announces Silver Apple Honorees for 2023;  Seven Marketing Pros and One Marketing Organization to be Celebrated](https://marketingclubny.kinsta.cloud/2023/10/16/rockstars-mcny-announces-silver-apple-honorees-for-2023-seven-marketing-pros-and-one-marketing-organization-to-be-celebrated/) - Media Contact: Chet Dalzell Public Relations Consultant for MCNY(917) 608-2251chet.dalzell@yahoo.com ‘Rockstars’ | MCNY Announces Silver Apple Honorees for 2023; Seven Marketing Pros and One Marketing Organization to be Celebrated Special awards in 2023 include advocacy and innovation The 39th annual awards gala celebrating these extraordinary marketers is slated for Thursday, November 2, 2023, at
- [It’s Nearly 2024 – And Direct Mail Remains a Resilient Performance Channel, Here’s Why](https://marketingclubny.kinsta.cloud/2023/10/16/its-nearly-2024-and-direct-mail-remains-a-resilient-performance-channel-heres-why-insights-and-marketing-strategy-2/) - By Chet Dalzell, Digital Advertising Alliance and MCNY Board Member Direct mail advertisers need not apologize. In fact, this “quaint” traditional channel of the direct marketing discipline is a formidable deliverer of performance in our data-centric, metrics-driven, CMO-on-the-line age of marketing. So says new research from Winterberry Group in a newly released white
- [Meet the DMCNY 2021 Silver Apple Honorees: Leslie Dukker Doty](https://marketingclubny.kinsta.cloud/2021/10/18/meet-the-dmcny-2021-silver-apple-honorees-leslie-dukker-doty/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over the
- [The 37th Annual DMCNY Silver Apples Awards Gala Honored Marketing Leadership — and a ‘Coming Together’ Milestone](https://marketingclubny.kinsta.cloud/2021/12/01/the-37th-annual-dmcny-silver-apples-awards-gala-honored-marketing-leadership-and-a-coming-together-milestone/) - Silver Apples 2021 The 37th Annual DMCNY Silver Apples Awards Gala Honored Marketing Leadership — and a ‘Coming Together’ Milestone By Chet Dalzell There was an eagerness on Broadway on the night of November 4—and not just because the white lights of live theater returned to many of the city’s stages. At the Edison Ballroom,
- [Meet the DMCNY 2021 Silver Apple Honorees](https://marketingclubny.kinsta.cloud/2021/12/08/meet-the-dmcny-2022-silver-apple-honorees/) - Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’re delighted to introduce you to the 2022 honorees, whose achievements were celebrated at DMCNY’s annual Silver Apples Awards Gala on November 4, 2021, in New York.
- [Why Are So Many Marketers Ignoring Ad Fraud?](https://marketingclubny.kinsta.cloud/2022/01/11/why-are-so-many-marketers-ignoring-ad-fraud/) - Every type of digital advertising is susceptible to fraud, a practice that’s estimated to cost the industry $100 billion by 2023. What does this mean for you as marketers? Well, data shows that if you don’t fight ad fraud, you miss out on up to 6% in return on ad spend (ROAS). Essentially, you’re running
- [MCNY Announces Silver Apple Honorees for 2022; Seven Marketing Pros and One Marketing Organization to be Celebrated](https://marketingclubny.kinsta.cloud/2022/09/29/mcny-announces-silver-apple-honorees-for-2022-seven-marketing-pros-and-one-marketing-organization-to-be-celebrated/) - Career success and achievement in data-driven marketing, brand engagement, and altruism are all hallmarks of the Marketing Club of New York’s Silver Apple Award honorees, now marking its 38th year of celebration and recognition. This year, a Silver Apple will be bestowed to seven individuals and one corporation – all of whom exemplify 25 or more years of outstanding leadership in the field. The 2022 MCNY Silver Apple Awards Gala will be held in person at Edison Ballroom, at 240 W 47th St (in Manhattan’s Times Square area), on Thursday, November 10, 2022, from 5:30 to 9:00 p.m. EST. The event also serves as the organization’s leading fundraiser, with monies raised going toward scholarships for marketing students at local colleges and universities.
- [B2B Marketing Trends Underway Amid Rapid Digital Transformation](https://marketingclubny.kinsta.cloud/2023/06/21/b2b-marketing-trends-underway-amid-rapid-digital-transformation/) - Consumer marketing gets all the hype when it comes to innovation and change. Yet business-to-business (B2B) marketing in the United States and Europe is experiencing significant transformation as well, according to new research from Winterberry Group. Multiple factors are in play — each leaving their own mark in how we go to business today, says
- [Measurement Is the Key to Unleashing the Power of CTV ROAS](https://marketingclubny.kinsta.cloud/2023/07/10/measurement-is-the-key-to-unleashing-the-power-of-ctv-roas/) - As many brands have discovered over the course of the past year, there is a limit to the success of paid search and social campaigns where marketers quickly reach the performance ceiling. Connected TV (CTV) has continued to emerge as one of the better alternatives to traditional linear TV and direct response digital channels. CTV
- [IBM Americas CMO Chris Bontemo Talks AI Tech, Data Insights, and Marketing Strategy](https://marketingclubny.kinsta.cloud/2023/08/01/ibm-americas-cmo-chris-bontemo-talks-ai-tech-data-insights-and-marketing-strategy/) - The marketing landscape and the role of the marketer has transformed over the past decade. It was a profession often focused primarily on creative messaging, sleek imagery, the big idea; now it’s also a profession deeply rooted in data insights. Finding the perfect balance between art and science is the heart of the competitive advantage
- [You Won't Attain Attitudinal Customer Loyalty Without Building Affective Commitment](https://marketingclubny.kinsta.cloud/2018/02/11/provocateur-williams1/) - Provocateur: Imagine loving a brand of burritos so much that you pop the question to your significant other at the local restaurant. Or, being so enamored of your cell phone that you get a tattoo of its logo. Or maybe you enjoy a theme park to the point where you visit every single day
- [You’re Not in Love With AI. It’s Just a Crush](https://marketingclubny.kinsta.cloud/2018/04/02/ai-for-marketing/) - Provocateur: Thinking about AI makes your heart beat faster. You feel giddy. Maybe you even get butterflies. It’s not love. It’s just a crush. In reality, all the hype around artificial intelligence has led you to fall in love with the idea of using AI and machine learning to do better, faster, cheaper, always-on
- [Your Personalized Marketing Sucks. Here Are Three Simple Fixes](https://marketingclubny.kinsta.cloud/2018/02/11/provocateur-badarinath1/) - Provocateur: It’s 2018 and it’s clear that personalized, one-to-one marketing is here with a vengeance. It’s no wonder, because personalization works: 78 percent of U.S. Internet users said personally relevant content from brands increases their purchase intent. For marketers, personalization reduces acquisition costs as much as 50 percent, lifts revenues by 5 to 15 percent,
- [The Mobile Ad Strategy That Doesn’t Just Benefit Publishers](https://marketingclubny.kinsta.cloud/2018/08/02/mobile-ad-strategy/) - Provocateur When it comes to digital advertising, there’s an ongoing debate between waterfall-based mediation auctions and header bidding. It may be a conversation that marketers think they can leave to their agency. Not so fast… The importance of mobile advertising is increasing in lock step with the unremitting increase in mobile interactions. And as
- [It’s Time to Reallocate Your Content Marketing Budget](https://marketingclubny.kinsta.cloud/2018/08/02/reallocate-content-marketing-budget/) - Provocateur: Research shows that the average company spends 28 percent of its annual marketing budget on content marketing — which is unsurprising since it's the only marketing form left that's authentic and useful. But are you wasting money on overstuffing your editorial calendar? It’s highly likely that you are. Let’s examine what a content
- [Bravery Must Be at the Heart of the Modern Marketing Leader](https://marketingclubny.kinsta.cloud/2018/08/03/chief-marketers-must-be-brave/) - Provocateur Our industry is beginning to push boundaries, tackle taboos, and have uncomfortable conversations. We’re thinking about the humanity in everything we do. This new narrative is part of a sea change: Marketing leaders aren’t just trying to grow their brands, they’re working to make the world a better place. For me, it started in January
- [Supporting STEM Education Is a Strategic Marketing Imperative](https://marketingclubny.kinsta.cloud/2018/08/06/marketers-support-stem/) - Provocateur: One thing is certain about marketers: They’re drawn to the new and the next. But too many senior marketers get so distracted by new technologies and next-gen strategies that they overlook one of the most important aspects of the future of marketing: talent. Progressive marketing executives are well aware of the mission-critical roles
- [Low-Effort Customer Experiences Equal High-Reward Marketing](https://marketingclubny.kinsta.cloud/2018/08/16/low-effort-cx-for-marketers/) - When it comes to competing on customer experience (CX), being easy to do business with is table stakes. That applies to marketing just as much as it applies to any other functional area in an organization. Marketers can interact with customers and prospects in ways that simplify or complicate their experience. ​ As a
- [Eliminate Random Acts of Marketing](https://marketingclubny.kinsta.cloud/2018/08/21/adaptive-marketing-strategies/) - Provocateur: Marketers who want move at the speed of today’s customers need to be adaptive to the infinite buying journeys that digital creates. This is a massive change for most marketers. Being adaptive requires connecting to, learning from, measuring, and adapting to the digital breadcrumbs that customers leave. The challenge many marketers face
- [Don’t Get Schooled by Frustrated Consumers](https://marketingclubny.kinsta.cloud/2018/08/22/yearlong-retention-vs-holidays/) - Provocateur: Back-to-school season is well underway. And with it comes a barrage of back-to-school campaigns and promotions irrelevant to the majority of consumers who’ll see or receive them. Certainly, as a brand or retailer marketer, you want to have a strategy in place to capture a piece of the consumer’s wallet. But it should
- [Omnichannel Attribution Conquers the Marketing Channel Hydra](https://marketingclubny.kinsta.cloud/2018/08/28/omnichannel-attribution-marketing/) - Provocateur: Many marketers today are fighting an ever more complicated battle against an array of marketing channels that closely resemble the Lernaean Hydra. Conquer one channel and three new ones emerge. Consider retail as an example. Retail brands will increase their online marketing and advertising spend by some 55 percent over the next five
- [If Your Mom Was Your Customer, Would You?](https://marketingclubny.kinsta.cloud/2018/09/04/customer-experience-for-mom/) - With all the pressure to deliver outsized marketing results, the customer experience sometimes suffers. It doesn’t have to. There are myriad ways marketers can provide an experience that drives engagement, loyalty, and revenue—including, focusing on customers rather than on processes, understanding customers' motivations before creating campaigns, and building a journey that makes it easy
- [The Next Phase of Marketing Under the Specter of GDPR](https://marketingclubny.kinsta.cloud/2018/09/07/marketers-and-gdpr/) - Provocateur: Shortly prior to and after May 25, 2018, the day the new EU regulation came into effect, GDPR was one of the most-searched topics on the internet. And for good reason—businesses in the U.S. and the EU alike felt the regulators simply hadn’t provided enough clarity around how GDPR compliance should be enacted
- [Algorithms Can’t Hug](https://marketingclubny.kinsta.cloud/2018/09/10/mktg-algorithms-need-human-touch/) - Provocateur Algorithms have been around for a long time. Since about 2000 BC long. But where algorithms were once just the focus of mathematicians, scientists, and engineers, they’ve now become an integral part of our modern marketing conversation. The problem, though, is that in many cases these conversations have become more about how many
- [The Overlooked Brand/CX Connection](https://marketingclubny.kinsta.cloud/2018/09/12/overlooked-brand-cx-connection/) - Marketing sets the expectation for their brand’s customer experience. Often, however, that message isn't communicated well to the frontlines—specifically, customer service, operations, and sales. Marketing leaders need to work with their counterparts in these areas to help frontline staff understand the brand promise and their role in meeting customers’ expectations. When these leaders don’t collaborate
- [Meet the DMCNY 2018 Silver Apple Honorees - Stu Ingis](https://marketingclubny.kinsta.cloud/2018/09/19/silver-apples-stu-ingis/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing
- [Meet the DMCNY 2018 Silver Apple Honorees - Anita Absey](https://marketingclubny.kinsta.cloud/2018/09/19/silver-apples-anita-absey-2018/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing
- [Marketing’s Unprofitable Obsession With Audience](https://marketingclubny.kinsta.cloud/2018/09/21/audience-versus-context/) - Provocateur: The concept of audience is integral to digital advertising. But has the digital marketing industry's obsession with audience diminished the importance of context? The use of web browsing data as the bellwether of behavioral targeting is a workable solution for brands, publishers, and advertisers. It often produces quantifiable results in terms of
- [Meet the DMCNY 2018 Silver Apple Honorees - Matt Blumberg](https://marketingclubny.kinsta.cloud/2018/09/24/silver-apples-matt-blumberg/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing
- [Meet the DMCNY 2018 Silver Apple Honorees - Keira Krausz](https://marketingclubny.kinsta.cloud/2018/09/26/silver-apples-keira-krausz/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing
- [Meet the DMCNY 2018 Silver Apple Honorees - Pam Haas](https://marketingclubny.kinsta.cloud/2018/09/26/silver-apples-pam-haas/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you
- [3 Reasons CMOs Should Think Like a Data Scientist](https://marketingclubny.kinsta.cloud/2018/09/27/provocateur-nash1/) - Provocateur: David Ogilvy once said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of the enemy.” That assertion has never been truer than it is in marketing today. Modern CMOs need to expand their worldview, and there is no better research than all the behavioral, transactional, and demographic data
- [An Ounce of Prevention](https://marketingclubny.kinsta.cloud/2018/09/27/provocateur-puglisi1/) - ​ Provocateur: In my many years as a technology professional, one of the worst trends I've observed is the preference for the quick fix. This is the patch, the work-around, the extra step or two that compensates for an otherwise flawed process. There is an old adage that suggests there is never enough time
- [Too Many Loyalty Programs Miss the Point](https://marketingclubny.kinsta.cloud/2018/10/01/customer-engagement-loyalty/) - Provocateur: From the mundane to the sublime, points-based loyalty programs are ubiquitous today. But are they driving real loyalty? Marketers who use points to build behavioral loyalty may drive incremental sales, but they’re missing an opportunity to foster far more profitable attitudinal loyalty. What is real customer loyalty to a brand, product, service,
- [Meet the DMCNY 2018 Silver Apple Honorees - Winterberry](https://marketingclubny.kinsta.cloud/2018/10/01/silver-apples-winterberry-group/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing
- [The Modern Buyer’s Journey Is Dynamic. Are You Agile Enough to Keep Up?](https://marketingclubny.kinsta.cloud/2018/10/08/dynamic-customer-journeys/) - Provocateur: The buyer’s journey today may not be linear, but it’s not haphazard either. There’s still a logical progression from “explore” to “purchase.” The difference is that instead of a linear progression, the journey is now a dynamic, iterative process involving multiple stakeholders who are sometimes at different stages of the journey. The result?
- [Don’t Let Budgeting Be a Barrier to Marketing Innovation](https://marketingclubny.kinsta.cloud/2018/10/13/budgeting-for-marketing-innovation/) - Provocateur: Steep competition. Countless customer touchpoints. Ever-increasing pressure to prove ROI. Marketers have no option in this environment but to spend every penny wisely. Although setting the right marketing budget is critical, the budgeting process is often fraught with problems. According to a recent Nielsen report, 63 percent of marketers agree that it’s difficult
- [Three Reasons Humans Are Essential to AI](https://marketingclubny.kinsta.cloud/2018/10/14/humans-are-essential-to-ai/) - Provocateur: The algorithms are coming. ​ Artificial intelligence is the most important marketing innovation in our lifetime. ​ First, the Internet fundamentally altered marketing and advertising. Then, we did it all over again with the mobile revolution. AI presents the next dramatic shift and it will have greater impact than anything that came before
- [Meet the DMCNY 2018 Silver Apple Honorees - Tim Suther](https://marketingclubny.kinsta.cloud/2018/10/16/silver-apples-tim-suther/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing
- [3 Paths to Marketing Innovation—and 3 Roadblocks to Navigate](https://marketingclubny.kinsta.cloud/2018/10/18/3-paths-to-marketing-innovation/) - Marketers can aspire to innovate, but aspiration is no guarantee for innovation. Before innovation can happen, a marketing organization its company’s culture must be set up to support it. At EnergizeGrowth’s CMOs Leading Innovation Conference 2018 (CLIC ’18), founder Lisa Nirell shared her three musts for innovation and three obstacles to overcome. The paths forward:
- [Get Your Brand Promise and Customer Experience in Alignment](https://marketingclubny.kinsta.cloud/2018/10/19/align-brand-promise-and-cx/) - Marketer craft and communicate the brand promise, but lack control over many areas of the customer experience related to it. The brand promise may, for instance, set customers’ expectations for service levels, product quality, even clarity with contracts and invoicing—areas control by other teams. That doesn’t mean marketers can’t influence and improve the
- [Does AI Make Marketers’ Lives Easier or Harder? Yes](https://marketingclubny.kinsta.cloud/2018/10/29/ai-makes-marketing-easier-harder/) - Provocateur: What if you could add time to your day? You can’t, of course—not yet, anyway. But thanks to thousands of years of relentless work and the vision of humanity, we’re finally entering an age when machines are able to automate many tasks that can free up your time, potentially lots of it. Here are
- [What Marketers Should Know About the California Consumer Privacy Act](https://marketingclubny.kinsta.cloud/2018/10/29/california-privacy-act-and-marketin/) - Provocateur: Consumers may be keen to share their data in exchange for something they deem valuable, but many are questioning what companies are doing to protect that personal data. Public support for better data protection continues to rise—made evident in a recent study by Harris Poll and IBM, which found that 78 percent of U.S. respondents say
- [Meet the DMCNY 2018 Silver Apple Honorees](https://marketingclubny.kinsta.cloud/2018/11/04/2018-silver-apples/) - Meet the DMCNY 2018 Silver Apple Honorees Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We're delighted to introduce you to the 2018
- [Meet the DMCNY 2018 Silver Apple Honorees - Bonin Bough](https://marketingclubny.kinsta.cloud/2018/11/04/silver-apples-bonin-bough/) - Silver Apples 2018 Presented in partnership with DMCNY Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you
- [Indentity Resolution Defined](https://marketingclubny.kinsta.cloud/2018/11/10/identity-resolution-defined/) - Martech Starter KitIdentity Resolution Identity Resolution — Defined Names. Addresses. Emails. Phone numbers. Device IDs. Cookies. Account-specific credentials. Your customers are associated with all of these and hundreds of other personally identifiable markers. But stitching them together into a single and reliable identity across all campaigns and channels is a constant struggle. Enter the identity resolution
- [What Will Influencer Marketing Look Like in 2019?](https://marketingclubny.kinsta.cloud/2018/11/18/influencer-marketing-in-2019/) - Provocateur: What and who are influential to consumers can change as quickly as the latest fashion trends do. Today, in fact, the whole influencer landscape is shifting. The way social personalities and brands work together is changing as a result of shifts in areas such as social paradigms, customers’ expectations of transparency and brand purpose,
- [34th Annual Silver Apples Gala Shines on Leadership & Excellence](https://marketingclubny.kinsta.cloud/2018/12/10/2018-silver-apples-wrap-up/) - Silver Apples 2018 Presented in partnership with DMCNY The Silver Apple Awards Gala – always a highlight of the Direct Marketing Club of New York (DMCNY) program year, and indeed a signature industry event – went off with great fanfare on November 8 at the Edison Ballroom in Manhattan. It was a mix of expected
- [Don’t Skip These Questions When Talking to Martech Vendors](https://marketingclubny.kinsta.cloud/2018/12/14/questions-for-martech-vendors/) - By Ginger Conlon The importance of marketing technology is growing by the day. At the same time, marketing budgets are under ever-increasing scrutiny. In this environment, marketers cannot make marketing technology purchases decisions lightly. Marketers must come to the table prepared when speaking with vendors about prospective purchases. The challenge, however, is “not knowing
- [Keep Learning—Or Get Schooled by the Competition](https://marketingclubny.kinsta.cloud/2018/12/18/marketing-skills-for-2018/) - Complacency is not an option. Marketers who think they can get by on what they already know may quickly find themselves in a new career. Marketing is shifting faster than the tides; marketers at every level have to keep learning and growing to stay relevant. This may mean adopting new approaches or skills, polishing
- [CIOs Feel Threatened by CMOs. Be a Better Partner](https://marketingclubny.kinsta.cloud/2019/01/05/provocateur-white1/) - Provocateur: Many CIOs feel disregarded and threatened. ​ I know this from first-hand experience. I was a CIO for 10 years and have advised and mentored CIOs for another 20 odd years, so I’ve been there and seen that. There are many good CIOs; and there are equally as many feeling threatened. CIOs feel
- [3 Digital Transformation Myths to Leave Behind in 2019](https://marketingclubny.kinsta.cloud/2019/01/14/2019-digital-transformation-myths/) - Provocateur: The hunt to achieve digital transformation spans across all industries and businesses – from Fortune 500 companies to startups. While digital transformation is not the new kid on the block anymore and many organizations have goals and strategies for approaching it, there’s often confusion and ambiguity for what digital transformation means for customers, partners,
- [What Do You Do When All Your Customers Are “Entitled”?](https://marketingclubny.kinsta.cloud/2019/02/03/marketing-to-entitled-consumers/) - We’ve entered into a “give an inch, expecta mile” era of marketing, where nearly all consumers have become entitled ones, constantly demanding personalized service of the highest quality. Think about it: You’re on a plane, hurtling 30,000 miles above the earth traveling 500 miles an hour…but instead of being in awe, you’re annoyed that the
- [Buzz, Hype, and Shiny Objects — Where to Focus Instead](https://marketingclubny.kinsta.cloud/2019/02/09/marketing-strategy-to-focus-on-2019/) - With all the hype in marketing, some topics get way too much attention, while other — in some cases, more important — topics languish because they're not as sexy or too hard to deal with or feel overwhelming. What topic or trend do you think is overhyped at the expense of a related, more important topic
- [Navigating the Non-linear Consumer Journey](https://marketingclubny.kinsta.cloud/2019/04/15/attribution-customer-journey/) - Provocateur: E-commerce has radically transformed the retail industry over the past decade. In the US alone, e-commerce represents almost 10 percent of retail sales, and that number is expected to grow by nearly 15 percent every year. But growing e-commerce sales don’t paint the whole picture. The typical customer journey involves a complex web
- [4 Rewarded Video Stats That Will Surprise You](https://marketingclubny.kinsta.cloud/2019/04/29/surprising-video-stats/) - Provocateur: With brands shifting their money away from TV and other legacy formats, mobile video has become the go-to option for campaigns. In the back half of 2018, mobile video advertising continued its impressive growth, with all formats seeing significant increases in ad spending. But none saw quite the level of growth as rewarded
- [Looking to Test New Customer Data Categories? Try These](https://marketingclubny.kinsta.cloud/2019/06/30/customer-data-categories/) - We in the data marketing business love to test — at least, we should. And what we should test for is new data categories. Expanding the marketing universe — and stretching the marketing budget — depends on higher efficiency in our lists, offers, and creative. We should be eager to test new proofs of
- [Dave Frankland Joins Winterberry Group as Managing Director](https://marketingclubny.kinsta.cloud/2019/07/08/dave-frankland-joins-winterberry/) - With more than 20 years’ experience assessing market shifts, customer insights, and technology trends as an analyst and marketer, Dave Frankland is now using his expertise as managing director of advisory firm and DMCNY member company Winterberry Group. Bruce Biegel, senior managing director at Winterberry Group, noted that Frankland’s extensive experience and notable success will
- [Marketers Must Reshape How They Build Trust and Loyalty for Their Brands   ](https://marketingclubny.kinsta.cloud/2019/07/09/building-customer-trust-and-loyalty/) - Provocateur: Customer trust and brand loyalty are inextricably linked, essential to long-term business success, and tougher than ever to gain and retain. With all the breaches, hacks, and misuses of customer data in recent years, customer trust is low. And with the proliferation of digital channels making upstart competitors a mere millisecond click away, loyalty
- [Member Spotlight: Bill McGowan, Interpublic Group](https://marketingclubny.kinsta.cloud/2019/07/10/dmcny-bill-mcgowan-profile/) - DMCNY board member Bill McGowan says he didn’t choose marketing; it chose him. Given his distinguished career, it was a wise choice. McGowan, who is currently senior client managing director at Interpublic Group, has a clear affinity for helping clients market more effectively to improve their customer experience and increase sales. He launched his marketing
- [Karie Burt Elevated to SVP at MeritDirect](https://marketingclubny.kinsta.cloud/2019/07/17/katie-burt-svp-meritdirect/) - DMCNY member company MeritDirect recently named Karie Burt as senior vice president, international data, digital and omni-channel solutions and privacy officer of the multichannel marketing services firm. ​ Burt specializes in advising clients on data-driven B2B solutions, such as account-based marketing strategies. She’s especially skilled in working with international brands. Some of her global work since
- [Go Beyond Demographics to Max Out Marketing Performance](https://marketingclubny.kinsta.cloud/2019/07/30/going-beyond-demographics/) - We all have something we enjoy that is atypical for our age or gender or income bracket. I drive a Mustang and love action-adventure films, for example; but the general expectation for a woman my age is to own a minivan and watch rom-coms. Today, more than ever before, consumers are doing the unexpected.
- [Meet the DMCNY 2019 Silver Apple Honorees - Joe Pych](https://marketingclubny.kinsta.cloud/2019/09/09/silver-apples-joe-pych-dmcny/) - Silver Apples 2019 Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you to the 2019 honorees
- [Corporations Are an Endangered Species, says Joseph Jaffe](https://marketingclubny.kinsta.cloud/2019/09/22/jaffe-on-marketing-saves-corporatio/) - “The very factors that helped corporations grow — size, scale, economies of scale, efficiencies of scale, cost-cutting — are now a growth inhibitor,” asserts Joseph Jaffe, author of Built to Suck and cofounder of strategic consultancy HMS Beagle. It has been a quarter-century since digital came on the scene, and most marketers have been scrambling to keep up
- [Are Marketers Achieving Their Marketing Automation Goals?](https://marketingclubny.kinsta.cloud/2019/09/24/marketing-automation-goals/) - After years of slow and steady adoption, marketing automation is becoming table stakes as marketers look for any means of getting to market faster, with more efficiency and greater effectiveness. Even so, implementing the technology is like cleaning a teenager’s messy bedroom: It gets worse before it gets better. In fact, when Ascend2 surveyed
- [Meet the DMCNY 2019 Silver Apple Honorees-  Marketing EDGE](https://marketingclubny.kinsta.cloud/2019/09/25/silver-apples-2019-marketing-edge/) - Silver Apples 2019 Meet the DMCNY 2019 Silver Apple Honorees Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be
- [Member Spotlight: Vincent Pietrafesa, Stirista](https://marketingclubny.kinsta.cloud/2019/09/26/member-spotlight-vincent-pietrafesa/) - As one of the youngest members of the DMCNY board of directors, Vincent Pietrafesa aims to help lead a new generation into the marketing world. He’s brought vivacity — and his special brand of humor — to the club in his role as head of the networking committee. Pietrafesa began his career in the marketing
- [Meet the DMCNY 2019 Silver Apple Honorees- Britt Vatne](https://marketingclubny.kinsta.cloud/2019/10/04/silver-apples-2019-britt-vatne/) - Silver Apples 2019 Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you to the 2019 honorees
- [Stop Paying Lip Service to GDPR and Hire a Data Enhancement Manager](https://marketingclubny.kinsta.cloud/2019/10/08/gdpr-data-enhancement-manager/) - Provocateur: Marketers around the world face many of the same challenges in working with data. Wouldn’t it be nice if we could all operate under one single international law in this regard? Wouldn’t life be easier? It would. This is why some companies have taken the sensible route of applying GDPR as an international
- [Meet the DMCNY 2019 Silver Apple Honorees - Tony Hadley](https://marketingclubny.kinsta.cloud/2019/10/10/silver-apples-2019-tony-hadley/) - Silver Apples 2019 Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you to the 2019 honorees over
- [Meet the DMCNY 2019 Silver Apple Honorees - Carl Horton](https://marketingclubny.kinsta.cloud/2019/10/24/silver-apples-2019-carl-horton/) - Silver Apples 2019 Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you to the 2019 honorees over
- [Meet the DMCNY 2019 Silver Apple Honorees](https://marketingclubny.kinsta.cloud/2019/11/02/meet-the-dmcny-2019-silver-apple-honorees/) - Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We're delighted to introduce you to the 2019 honorees in advance of DMCNY's annual Silver
- [Meet the DMCNY 2019 Silver Apple Honorees - Mayur Gupta](https://marketingclubny.kinsta.cloud/2019/11/05/meet-the-dmcny-2019-silver-apple-honorees-2/) - Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you to the 2019 honorees over the next few weeks, in
- [Meet the DMCNY 2019 Silver Apple Honorees - Gretchen Littlefield](https://marketingclubny.kinsta.cloud/2019/11/12/silver-apples-2019-gretchen/) - Silver Apples 2019 Each year the DMCNY presents its highly distinguished Silver Apple Awards to several professionals who have at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We'll be introducing you to the 2019 honorees over
- [Balancing Consumer Trust With Surprise and Delight](https://marketingclubny.kinsta.cloud/2019/12/03/balancing-consumer-trust-with-surprise-and-delight/) - Recent consumer research from Pew Research Center shows we have some work to do persuading consumers to let us use data about them for marketing. Right now, the risks seem to outweigh the benefits, in consumers’ view. At least for now. Marketing may be an annoyance to some — but too often, it’s conflated by consumers (and
- [2020: A Big Year for Media Spend Underscores Data’s Role in Marketing](https://marketingclubny.kinsta.cloud/2019/12/21/2020-a-big-year-for-media-spend-underscores-datas-role-in-marketing/) - It is the best of times. With the longest U.S. economic growth span on record, one might think the wheels may be about to come off of the economy — and marketing spend along with it. Not so, says Bruce Biegel, senior marketing partner at The Winterberry Group, during his Direct Marketing Club of New
- [The Case Against “Cool” — Why Brands and Agencies Need Accountable Creative](https://marketingclubny.kinsta.cloud/2020/01/20/the-case-against-cool-why-brands-and-agencies-need-accountable-creative/) - Provocateur: Be honest: As a marketer, how many times have you looked at your content out in the market and thought, “Wow, that really doesn’t reflect the initial strategy and goals we set”? Believe me, this happens all the time. It happens because brands and agencies are still not building a strong enough bridge between their
- [Marketing EDGE Announces the 2020 EDGE Awards’ Honorees](https://marketingclubny.kinsta.cloud/2020/01/22/marketing-edge-announces-the-2020-edge-awards-honorees/) - Provocateur: Marketing EDGE, the nonprofit organization that is shaping the future of marketing by connecting thousands of students, academics, and professionals, has launched its fifth annual EDGE Awards. The 2020 honorees have been announced at a first-ever event at the world-renowned Nasdaq Tower. The formal EDGE Awards ceremony will take place on June 1, 2020, at
- [Rob Tarkoff Talks Data Innovation in the Customer Journey](https://marketingclubny.kinsta.cloud/2020/02/10/rob-tarkoff-data-innovation-custome/) - Customer experience and customer data go hand in hand. Oracle is one company that made a clear statement on that when they added Oracle Data Cloud to Rob Tarkoff’s Oracle CX Cloud responsibilities. Tarkoff joined Oracle almost 18 months ago as EVP and GM for the CX suite of products, after a long run leading social and customer community
- [Leveraging Customer Data to Drive Personalization and Boost ROI](https://marketingclubny.kinsta.cloud/2020/02/22/personalization-data-roi/) - Provocateur: Today’s customers increasingly expect a personalized approach from the retailers they choose to purchase from, no matter if they buy online or in-store. At the same time, retailers are now leveraging data to deliver the personalized experiences (i.e., the right message/experience to the right person at the right time) customers want. In this landscape
- [Go Beyond Identity Graphs; Understand Customers’ Values](https://marketingclubny.kinsta.cloud/2020/02/25/valuegraphics-david-allison/) - Few people today “act their age.” So, effective targeting requires going beyond traditional demographics to understanding other attributes, such as behaviors and personal values. David Allison, who champions Values Thinking, authored We Are All the Same Age Now: Valuegraphics & the End of Demographic Stereotypes to help marketers better understand how to attract and engage customers by
- [Adobe Summit: Importance of the Digital Economy Is Growing](https://marketingclubny.kinsta.cloud/2020/04/07/adobe-summit-importance-of-the-digital-economy-is-growing/) - “While many organizations have taken steps towards becoming a digital business, the environment we face in 2020 is only accelerating the need and urgency.” ​ Timely words from Adobe CEO Shantanu Narayen at a time when, throughout the United States and many other parts of the world, people are figuring out how to lead their
- [What Marketers Need to Know About AI-Based Segmentation](https://marketingclubny.kinsta.cloud/2020/04/08/what-marketers-need-to-know-about-ai-based-segmentation/) - Provocateur: The days of mass marketing as we once knew it are coming to a close, and the personalized, one-to-one connections that marketers have long craved are becoming a reality. For the most part, we have the recent dramatic advances in segmentation to thank for this monumental shift in marketing approach. And underpinning these improvements
- [Avoiding the Creepy Factor in Personalization](https://marketingclubny.kinsta.cloud/2020/04/21/avoiding-the-creepy-factor-in-personalization/) - Provocateur: Nearly all consumers are sheltering in place and consuming more media to both inform and entertain them during the current pandemic. As such, brands are finding themselves walking a tightrope trying to reach buyers through personalized, highly relevant communication without getting too personal. For most consumers today, there is an inherent acknowledgment or quid
- [Experian Offers Free Tools to Help "Essential Organizations" ID and Assist Those Most Affected by COVID-19](https://marketingclubny.kinsta.cloud/2020/04/21/experian-offers-free-tools-to-help-essential-organizations-id-and-assist-those-most-affected-by-covid-19/) - Provocateur: Experian is offering its new At-Risk audience segments free of charge to essential organizations such as government agencies, healthcare providers, and non-governmental organizations to help them identify those most impacted by COVID-19. Additionally, the company is providing free access to research results regarding consumer sentiment during the outbreak. “With so many lives upended and millions across the country struggling
- [How Is Your Brand’s Personality Affecting Its Profits?](https://marketingclubny.kinsta.cloud/2020/04/28/how-is-your-brands-personality-affecting-its-profits/) - Consumers, influencers, and media are especially watchful and critical of brands’ messaging and promises in this time of change and uncertainty. Because of this, brands need to focus carefully on their image and how they are portraying themselves. A recent report from Trustpilot, using IBM’s Watson Personality API, especially relevant right now, outlines key personality
- [A Marketer’s Guide to Common Misconceptions in Advertising: Presented by MMI](https://marketingclubny.kinsta.cloud/2020/04/30/a-marketers-guide-to-common-misconceptions-in-advertising-presented-by-mmi/) - Consumers, influencers, and media are especially watchful and critical of brands’ messaging and promises in this time of change and uncertainty. Because of this, brands need to focus carefully on their image and how they are portraying themselves. A recent report from Trustpilot, using IBM’s Watson Personality API, especially relevant right now, outlines key personality
- [The Disconnect Between Marketing and Finance — and How to Fix It](https://marketingclubny.kinsta.cloud/2020/05/05/the-disconnect-between-marketing-and-finance-and-how-to-fix-it/) - In organizations where marketing accountability is expected (most of them), a disconnect between marketing and finance can lead to serious problems. EY’s 2019 “CMO-CFO Connection Report” analyzes key issues and their causes and recommends ways to bridge the gap to support value creation and growth — which are especially valuable during this time of upheaval
- [Member Spotlight: Joe Frick, Oracle](https://marketingclubny.kinsta.cloud/2020/05/12/member-spotlight-joe-frick-oracle/) - After accepting a job in a mailroom that led to a sales desk, DMCNY board member Joe Frick unwittingly stumbled across something more: a career in marketing. Frick hasn’t looked back. From his beginnings at American List Counsel; to a 15-year run as with Adrea Rubin ending as her vice president of marketing and social
- [COVID-19’s Impact on Marketing Spending — and the Channel Unlikely to Be Affected](https://marketingclubny.kinsta.cloud/2020/05/14/covid-19s-impact-on-marketing-spending-and-the-channel-unlikely-to-be-affected/) - Spending on marketing since the COVID-19 pandemic lockdown began has dropped across nearly every channel. According to a report from Winterberry Group, the predicted reductions in marketing spending for Q2 2020 range from 10 percent to 75 percent. The area taking the biggest hit is experiential and sponsorship; the report forecasts a 75 percent drop
- [The Emerging Role of Ethical Data Governance](https://marketingclubny.kinsta.cloud/2020/05/19/the-emerging-role-of-ethical-data-governance/) - Being sensitive about customer data today is about more than adhering to the obvious privacy protections, panelists asserted during a DMCNY panel on ethical data governance. Moderated by Acxiom’s Michelle Fitzpatrick, the discussion featured Acxiom chief privacy officer Jordan Abbott, Sheila Colclasure, global chief digital responsibility and public policy officer of IPG Kinesso, and
- [There Should Be No Such Thing as ‘Data Entitlement’](https://marketingclubny.kinsta.cloud/2020/06/02/there-should-be-no-such-thing-as-data-entitlement/) - Provocateur: The Harvard Business Review (HBR) article “Be a Data Custodian, Not a Data Owner” calls out something all of us in marketing need to take seriously: “a dangerous mindset of data entitlement.” The term stayed with me. It’s an eloquent way of referring to the all-too-familiar practice of collecting and using information with little
- [Member Spotlight: Chloe Davis, Winterberry Group](https://marketingclubny.kinsta.cloud/2020/06/09/member-spotlight-chloe-davis-winterberry-group/) - Chloe Davis may be newer to the DMCNY board than most of its members, but she’s no rookie in the marketing world. During her more than five years as engagement manager at Winterberry Group, she’s worked advised ad agencies, adtech, martech, and data companies, and media publishers. Prior to Winterberry, Davis served as an account
- [Turn Up Your Marketing Volume With Podcasting](https://marketingclubny.kinsta.cloud/2020/06/11/turn-up-your-marketing-volume-with-podcasting/) - Podcasting is hotter than ever. But is it right for you or your company? In this DMCNY Midweek Recharge webinar, E.B. Moss explains why B2B and B2C marketers alike should take advantage of podcasting to inform, engage, and entertain customers — as well as how to get started or amp up your current efforts. She discusses areas such
- [Customers’ Trust Is Hard Earned, and So Is Their Data](https://marketingclubny.kinsta.cloud/2020/06/17/customers-trust-is-hard-earned-and-so-is-their-data/) - Provocateur: Third-party databases have been the bedrock for marketing for decades, but their time is nearly up. GDPR, CCPA, and other government- and state-led privacy legislation initiatives have seen to that. In parallel, consumers have learned just how precious their personal data is. They understand the perils of allowing it to fall into the wrong
- [Motivating Team Leaders for Maximum Impact](https://marketingclubny.kinsta.cloud/2020/06/18/motivating-team-leaders-for-maximum-impact/) - As a senior executive dealing with unprecedented operational requirements brought about by the COVID-19 pandemic, it's easy to overlook mid-level managers when building out team motivation strategies for all those working from home, as well as those preparing for a return to working on-site. These essential workers need to maintain their focus and enthusiasm as
- [Member Spotlight: Barry Blumenfield, BMI Global-OMS](https://marketingclubny.kinsta.cloud/2020/06/23/member-spotlight-barry-blumenfield-bmi-global-oms/) - Choosing a future career is tough for most high school students—but it wasn’t for Barry Blumenfield. He began his career at BMI Global-OMS while still in high school, taking care of customers and filling orders. He left the family business for five years to work as an account executive at two other direct marketing services
- [Data, Agility and the FreshDirect Customer Experience](https://marketingclubny.kinsta.cloud/2020/06/25/data-agility-and-the-freshdirect-customer-experience/) - The COVID-19 pandemic and lockdown have changed life and business in many unexpected ways. For some companies, data has been a lifeline to managing through those changes. In this DMCNY Midweek Recharge, Aaron Cano, FreshDirect's SVP of analytics and marketing operations, explains how the online grocer used customer insight to inform its decisions on the optimal marketing
- [How Much Impact Has COVID-19 Had on Customer Experience?](https://marketingclubny.kinsta.cloud/2020/06/30/how-much-impact-has-covid-19-had-on-customer-experience/) - Forrester has announced its U.S Customer Experience Index 2020, along with a report on how brands build loyalty through the quality of their CX. Report author TJ Keitt notes that after several years of little to no gains, 27 percent of the 250 brands across 14 industries that the index tracks saw improvements to their
- [Maintaining Customer Trust in a Shifting Consumer Landscape](https://marketingclubny.kinsta.cloud/2020/07/02/maintaining-customer-trust-in-a-shifting-consumer-landscape/) - How are CXOs shifting to maintain customer trust as they deal with the radically changing customer landscape? During this DMCNY Midweek Recharge webinar, we get answers to this important question from Michael Fisher and Mike Giambattista, coauthors of "The CXO Report: the Road to Customerization" and its deep-dive follow-up, "The CXO Report:the Road to Trust
- [A Pause Before Federal Privacy Regulations Provides Opportunity to Reconsider These 4 Data Practices](https://marketingclubny.kinsta.cloud/2020/07/07/a-pause-before-federal-privacy-regulations-provides-opportunity-to-reconsider-these-4-data-practices/) - Provocateur: At the start of 2020, many individual states were exploring laws to match the California Consumer Privacy Act of 2018. In response, businesses across the country advocated for a federal privacy bill to avoid the need to interpret and adhere to 50 different laws. However, in the wake of the pandemic, most proposed federal
- [Addressable Television: Evolution and Opportunity](https://marketingclubny.kinsta.cloud/2020/07/09/addressable-television-evolution-and-opportunity/) - Addressable TV has come a long way — yet, it’s still early days in terms of the opportunities is presents to brands and their marketers. In this DMCNY Midweek Recharge webinar, Will Clayton, SVP of digital products at Wiland, explains where we’ve come from in terms of addressable TV, how to credibly relate addressable television
- [The Growing Importance of Consumer Data for Client Pitches](https://marketingclubny.kinsta.cloud/2020/07/14/the-growing-importance-of-consumer-data-for-client-pitches/) - Provocateur: In the uber-competitive agency world, everyone is looking for the secret sauce that can set them apart in a new client pitch. If my time in the performance-marketing world has taught me anything, it’s that a lot of people are looking in the wrong place. To shine in new client pitches these days, you
- [Marketing Students React to the New Realities of Online Learning](https://marketingclubny.kinsta.cloud/2020/07/16/marketing-students-react-to-the-new-realities-of-online-learning/) - As marketers think about working with interns and mentoring students, it’s important to understand college students’ current mindset. So, non-profit educational organization Marketing EDGE conducted a survey of nearly 200 U.S. college students, “A Sudden Transition to Online Learning: The Student Perspective.” The study reveals a range of attitudes toward the adjustment from in-person classroom
- [Stirista Launches AdStir, a Self-Serve Media Buying Platform](https://marketingclubny.kinsta.cloud/2020/07/20/stirista-launches-adstir-a-self-serve-media-buying-platform/) - Member News: DMCNY member Stirista has launched a self-serve media buying platform, AdStir, designed to give brands and agencies access to premium inventory including over-the-top (OTT) and connected TV (CTV) in addition to online, mobile, and display along with Stirista’s deterministic data. “For years, mid-tier and even larger brands and agencies have been discouraged by
- [Data Strategy or Strategery? How Businesses Are Combating Amazon and the Economic Downturn](https://marketingclubny.kinsta.cloud/2020/07/21/data-strategy-or-strategery-how-businesses-are-combating-amazon-and-the-economic-downturn/) - Provocateur: The need for an effective data strategy has never been stronger. Faced with years of increasing competitive pressure from diversified businesses such as Amazon, and now an unprecedented economic downturn, more businesses are looking to emulate what has allowed Target and Best Buy to successfully fight back. Strengthened by their existing data strategies that
- [Mid-Year Marketing Forecast With Winterberry Group’s Bruce Biegel](https://marketingclubny.kinsta.cloud/2020/07/23/mid-year-marketing-forecast-with-winterberry-groups-bruce-biegel/) - COVID-19 has upended nearly everything about life and business, and, as a result, marketing strategies and spending. As part of DMCNY’s Midweek Recharge series, Bruce Biegel, senior managing director of Winterberry Group, shared an update of his 2020 marketing spending forecast based on these shifts. During the webinar, Biegel revealed his predictions for revised spending during the
- [The Forces Ushering in a New Era of AdTech](https://marketingclubny.kinsta.cloud/2020/07/28/the-forces-ushering-in-a-new-era-of-adtech/) - Provocateur: The economic impact of COVID-19 is undeniable. When people are forced by law to stay confined to their homes, with some missing out on work through redundancy or furlough, it curtails their ability to purchase from both a financial and transactional standpoint. There are shocks to retailers and manufacturers as a result, as well.
- [Marketing in an Age of Civil Unrest and Uncertainty](https://marketingclubny.kinsta.cloud/2020/07/30/marketing-in-an-age-of-civil-unrest-and-uncertainty/) - Sixty percent of Americans say brands must take a stand and publicly speak out on racial issues, according to Edelman. Was your company — whether B2C or B2B — ready to take action in the wake of nationwide protests? Are you prepared for what might come next? Today’s reality is that consumers and B2B buyers
- [What to Expect When Optimizing For LTV](https://marketingclubny.kinsta.cloud/2020/08/04/what-to-expect-when-optimizing-for-ltv/) - Provocateur: Lifetime value is an important but sometimes mysterious metric that many marketers strive to measure and meet. Managing marketing operations to focus on acquiring customers with optimal lifetime value (LTV) takes patience, persistence, and dedication. It impacts strategy in multiple areas, including creative, media, and, especially, data and analytics. Alliant has developed a few
- [AI, Marketing Leadership, and the Quantification of Everything](https://marketingclubny.kinsta.cloud/2020/08/07/ai-marketing-leadership-and-the-quantification-of-everything/) - There are few things marketing leaders love as much as data. But many of them still freeze up when thinking about adopting advanced AI to get more from that data. What do they and other executives — especially those in the C-suite — need to do to lead in the age of AI? Find out
- [The Martech Trough of Disillusionment Is a Crowded Space](https://marketingclubny.kinsta.cloud/2020/08/12/the-martech-trough-of-disillusionment-is-a-crowded-space/) - Among the 21 technologies represented in the Gartner Hype Cycle for Digital Marketing 2020, nearly half are mired in the Trough of Disillusionment. They include account-based marketing platforms, AI for marketing, customer data platforms, and personalization engines. There could be a big shift in 2021, however, as most of the tools in the Trough should
- [Customers Should Always Be in Control of Their Data](https://marketingclubny.kinsta.cloud/2020/08/11/customers-should-always-be-in-control-of-their-data/) - Provocateur: A law recently rolled out in Maine requires Internet service providers to obtain consumers’ opt-in before their data can be used for ad targeting—a major win for consumers who have demanded greater data privacy. In light of this new law, other states should also move to protect consumers by ensuring that companies are safeguarding
- [Four Post-COVID Strategies for Building Stronger Connections With Consumers](https://marketingclubny.kinsta.cloud/2020/08/18/four-post-covid-strategies-for-building-stronger-connections-with-consumers/) - Provocateur: As some companies across the nation reopen and resume operations, one thing is clear: A “business as usual” mindset is no longer sufficient. The world of marketing has shifted, consumer needs have been impacted because of the pandemic, and brands of all sizes need to adjust their strategies. So, as we move towards a
- [35 years in Database Marketing and the Biggest Challenges Remain as Human as Ever](https://marketingclubny.kinsta.cloud/2020/08/25/35-years-in-database-marketing-and-the-biggest-challenges-remain-as-human-as-ever/) - Provocateur: For over 35 years I’ve worked to help companies overcome their database marketing challenges. There isn’t much I haven’t seen and tackled over that time. Although much has changed, the fear and paranoia surrounding data have largely remained the same. Why is that? In my experience, the fear is of the unknown. The very
- [Top MarTech Trends to Lean Into—and Away From](https://marketingclubny.kinsta.cloud/2020/09/01/top-martech-trends-to-lean-into-and-away-from/) - With a continuously expanding landscape of marketing technologies, monumental shifts in business strategy and customer expectations, and the ever-presence of data privacy issues, marketers' plates are overflowing. But not every technology trend related to these issues is worth latching onto. In this DMCNY Midweek Recharge webinar, MarTech Today editorial director Kim Davis discusses where marketing
- [Member Spotlight: Michael Hannay, Epsilon](https://marketingclubny.kinsta.cloud/2020/09/03/member-spotlight-michael-hannay-epsilon/) - No matter how varied the industries his clients are in, Michael Hannay provides singular expertise on ways they can use data to excel. Throughout nearly three decades of experience in data-driven marketing, Hannay has delivered expert insight to clients in automotive, financial services, insurance, telecommunications, and more. He launched his career as a manager at
- [Data Onboarding — Defined](https://marketingclubny.kinsta.cloud/2020/09/15/data-onboarding-defined/) - Martech Starter KitData Onboarding Marketers love to collect customer data, especially email addresses. Doing so enables them to start interacting more directly with a prospect or customer. But an email address doesn’t tell you about a person, so communications and content are likely to be fairly generic. Link other insight—such as browsing history, preference data, and
- [Member Spotlight: Rob Healy, MeritDirect](https://marketingclubny.kinsta.cloud/2020/09/29/member-spotlight-rob-healy-meritdirect/) - With marketing expertise in everything from omnichannel and programmatic to mobile and social, Rob Healy guides his practitioner clients through the maze of options available to them when interacting with their customers and prospects. He also helps clients understand how to get the most from their customer data. And, fortunately for DMCNY, he lends his
- [The Magic Formula for Customer Lifetime Value](https://marketingclubny.kinsta.cloud/2020/10/06/the-magic-formula-for-customer-lifetime-value/) - Marketers often have a love-hate relationship with customer lifetime value (CLTV). It can be difficult to calculate, but it can also provide invaluable guidance on marketing spending. In this DMCNY Midweek Recharge, two experts on CLTV—Zane's Cycles founder and president Chris Zane and eMarketing Strategy president Ruth Stevens—will discuss how to assess CLTV in this time
- [OTT and CTV Advertising: Now Is the Time](https://marketingclubny.kinsta.cloud/2020/10/13/ott-and-ctv-advertising-now-is-the-time/) - Provocateur: Although how we consume content is constantly changing, consumption is way up since quarantine has been in place. And with production studios and movie theaters shut down for so long, consumers have been and continue to discover new shows or shows that are new to them directly through over-the-top (OTT) and connected TV (CTV)
- [The Top Brands Feeling the Consumer Love](https://marketingclubny.kinsta.cloud/2020/10/20/the-top-brands-feeling-the-consumer-love/) - Marketers strive to help brands build the powerful emotional bonds that underlie long-term customer loyalty. The COVID-19 pandemic has disrupted those efforts for some and emboldened them for others. MBLM sought to uncover which brands have retained the strongest emotional bonds as 2020 has unfolded. The brand relationship agency surveyed 3,000 U.S. consumers about their
- [The 2020 Playbook for Political Marketing in the Moment](https://marketingclubny.kinsta.cloud/2020/10/22/the-2020-playbook-for-political-marketing-in-the-moment/) - Provocateur: If you think 2020 has already been an eventful year, you haven’t seen anything yet. Especially for political marketers, 2020 is just getting started—and nothing has been decided yet. Going into these final weeks, everything hinges on whether candidates and causes are able to reach the right segments with the right messages at the
- [Understanding the Heart of the New York Media Comeback](https://marketingclubny.kinsta.cloud/2020/10/27/understanding-the-heart-of-the-new-york-media-comeback/) - Provocateur: The pandemic has forced monumental change across the marketing and TV landscape, both nationally and regionally. Viewership and consumer behavior as a whole have shifted and, out of the necessity to adapt, media messaging and the sales process have transformed, too. As we finish the year and plan 2021, we naturally ask ourselves: How
- [Member Spotlight: Josh Rosenberg, Rose Media Digital Marketing](https://marketingclubny.kinsta.cloud/2020/11/03/member-spotlight-josh-rosenberg-rose-media-digital-marketing/) - Still early in his marketing career, Josh Rosenberg has focused on getting as much and as varied experience as he could. He’s ventured from media planning to social media strategy to digital marketing management and used everything he’s learned to launch Rose Media Digital Marketing. A member of DMCNY’s Marketing Communications and Young Leader committees,
- [Everything You Need to Know About Fractional and On-Demand Marketers](https://marketingclubny.kinsta.cloud/2020/11/10/everything-you-need-to-know-about-fractional-and-on-demand-marketers/) - The work environment is changing, potentially drastically, due to COVID, technology advancements, and business needs. As a result, there are more opportunities to boost your team—or your career—through fractional and on-demand marketing staffing. An increasing number of companies are hiring fractional CMOs as they launch or evolve their business; and others need the agility of on-demand
- [The New CMO/CEO Growth Mandates](https://marketingclubny.kinsta.cloud/2020/11/17/the-new-cmo-ceo-growth-mandates/) - In our current tumultuous environment, it’s more important than ever before for CMOs to align with and support their CEOs. It’s also essential that CEOs work closely with their CMOs to stay agile and focused on customer-centric growth. Those were two of the key takeaways from Marketing Growth Leaders Virtual CMO Breakfast, hosted by Lisa
- [Pivoting When Tech Pulls a “2020” on You](https://marketingclubny.kinsta.cloud/2020/11/19/pivoting-when-tech-pulls-a-2020-on-you/) - Provocateur: The military coined an acronym decades ago that’s appropriate for 2020: FUBAR. As in: “The situation, Captain, is FUBAR.” Most of you will be familiar with the definition; others can Google it. So, what happens when the technology for the live panel you’re moderating is FUBAR? You do what marketers have been preaching to
- [Member Spotlight: David Allison, The Valuegraphics Database](https://marketingclubny.kinsta.cloud/2020/11/24/member-spotlight-david-allison-the-valuegraphics-database/) - The ever-ebullient David Allison is a master juggler—figuratively, that is. Along with his broad role as founder (and chief marketer) of The Valuegraphics Database, Allison is a globally sought-after speaker on all things customer data. Over the course of his marketing career, he’s worked as a brand marketer and an agency lead, and even dabbled
- [Finding a Marketing Job is Spooky Scary](https://marketingclubny.kinsta.cloud/2020/12/01/finding-a-marketing-job-is-spooky-scary/) - If you’re a recent grad looking for a career in marketing, there may be nothing scarier than finding a job. So, industry experts from DMCNY presented a power hour of information and ideas to help you broaden your job search and land a position. During a recent DMCNY webinar, Joe Frick from Oracle Data Cloud
- [It’s Time to Reassess How Well You Actually Know Your Customers](https://marketingclubny.kinsta.cloud/2020/12/08/its-time-to-reassess-how-well-you-actually-know-your-customers/) - Provocateur: We’re in a time of tremendous health, political, and social unrest. It’s easy to get swept away in hyperbole, but when entire economies get shut down and people around the world have to suddenly and drastically alter their everyday habits, it’s genuinely appropriate to say that consumer behavior is changing. It’s the job of
- [Who’s Got the Most Soul in Marketing? You Decide](https://marketingclubny.kinsta.cloud/2020/12/14/whos-got-the-most-soul-in-marketing-you-decide/) - Two of the most highly regarded CRM/martech industry analysts are well-known not only for their candid commentary and expertise, but also for their inclination to have a bit of fun while building community. Those analysts, The 56 Group’s Paul Greenberg and CRM Essentials’ Brent Leary, aka the CRM Playaz, know a great deal about CRM
- [Tap Into Four New Target Audiences Created by the Pandemic](https://marketingclubny.kinsta.cloud/2020/12/15/tap-into-four-new-target-audiences-created-by-the-pandemic/) - Provocateur: Suddenly we were forced to change how we live. Thanks to a virus, our daily lives have become something entirely new. All of our roles have changed. We behave in new ways as coworkers, leaders, parents, friends, siblings, shoppers, travelers, teachers. We interact differently with our families, clubs, communities, teams, and circles of friends.
- [COVID-19 Consumer Segmentation Enables Better-Targeted, More Effective Marketing](https://marketingclubny.kinsta.cloud/2020/12/22/covid-19-consumer-segmentation-enables-better-targeted-more-effective-marketing/) - Provocateur: COVID-19 changed everything. It has deeply impacted the way each American works, shops, socializes, and approaches daily life. Likewise, it’s had sweeping effects on businesses in nearly every industry—from restaurants and retail to travel and technology. Marketers initially responded to this unique situation with a steady refrain of “we’re in this together” to convey
- [What Research Reveals About Consumer-to-Brand Dynamics](https://marketingclubny.kinsta.cloud/2020/12/29/what-research-reveals-about-consumer-to-brand-dynamics/) - Provocateur: In new research spanning three continents, we’ve empirically investigated the changing consumer-to-brand dynamic—and laid out insights to help marketers better connect with those they’re trying to build relationships with. Working with data specialists Marketing IQ, we went straight to the source, surveying consumers about their attitudes to brand engagements and their willingness to share
- [The Pandemic Has Changed How Each Generation Consumes Media](https://marketingclubny.kinsta.cloud/2021/01/05/the-pandemic-has-changed-how-each-generation-consumes-media/) - Provocateur: What hasn’t the pandemic changed? I’m scratching my head, but I can’t come up with anything. Hiking, maybe? Not that I hike much, but I’m just trying to think of something Covid-19 hasn’t changed in some way. Even our presidential election was altered by the virus—with a majority of voters sending their ballots by
- [Six Ways to Connect With Your B2B Website Visitors](https://marketingclubny.kinsta.cloud/2021/01/12/six-ways-to-connect-with-your-b2b-website-visitors/) - Columnist: Website visitors are among your most valuable prospects. They’ve found you by searching around for a solution. They’re clearly interested in your category, and it’s likely they’re in the market for an offering like yours. The only problem is that they tend to come, poke around, and leave. Without a way to engage them,
- [Annual Outlook 2021: Digital Transformation Hastens, Addressable Media Strengthens](https://marketingclubny.kinsta.cloud/2021/01/19/annual-outlook-2021-digital-transformation-hastens-addressable-media-strengthens/) - The most notable first in marketing prediction for 2021: U.S. online media spending will overtake offline channels. Also in this year of transition, data investments will rebound as brands, publishers, agencies and ad tech collaborate to deal with customer identity management, Winterberry Group’s Bruce Biegel said at DMCNY’s Annual Outlook event. For the 14th consecutive
- [Strategic Campaign Measurements That Maximize Marketing ROI](https://marketingclubny.kinsta.cloud/2021/01/26/strategic-campaign-measurements-that-maximize-marketing-roi/) - Provocateur: On the surface, determining ROI follows a straightforward formula: dollars earned need to justify dollars spent. However, without context, lump sums only reveal so much about marketers’ efforts. If marketers are only measuring success in terms of overall brand revenue, they may be missing major opportunities to fine-tune their tactics, devise campaigns that yield
- [7 Practical Workarounds for B2B Multichannel Attribution](https://marketingclubny.kinsta.cloud/2021/02/02/7-practical-workarounds-for-b2b-multichannel-attribution/) - Columnist: B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal. Digital campaign channels make things easier on the front end. We can track a click to a lead with confidence. But once the lead goes to a sales team
- [Adtech 2023: A Vital Look Forward](https://marketingclubny.kinsta.cloud/2021/02/09/adtech-2023-a-vital-look-forward/) - After the end of a tumultuous 2020 and as 2021 begins to unfold, it’s time to take a vital look forward at the changing adtech landscape—not just to the year ahead, but to 2023. During a recent DMCNY Midweek Recharge webinar, MMI CEO Shailin Dhar and Adam Heimlich, CEO of Chalice.ai, discussed the effects that all
- [The Current State of OTT and What It Means for Advertisers](https://marketingclubny.kinsta.cloud/2021/02/16/the-current-state-of-ott-and-what-it-means-for-advertisers/) - Provocateur: This is a breakout time for over-the-top (OTT) media services. Americans are spending more time at home and looking for socially distant ways to entertain—and, with another coronavirus surge underway, it doesn’t appear they’ll be leaving their living rooms anytime soon. These days, 41 percent of people are watching TV through a streaming service,
- [Digital Innovation From 2020 That Will Positively Impact Marketing in 2021](https://marketingclubny.kinsta.cloud/2021/02/23/digital-innovation-from-2020-that-will-positively-impact-marketing-in-2021/) - Many of the changes resulting from COVID-19 realities and restrictions pushed most companies to rethink how they use current technologies, as well as adopt new tools. In a spirited DMCNY Midweek Recharge webinar, experts discussed the 2020 innovations that marketers can get the most from in 2021—as well as top non-digital innovations that marketers could
- [6 Fresh Prospecting Ideas for B2B Marketers](https://marketingclubny.kinsta.cloud/2021/03/02/6-fresh-prospecting-ideas-for-b2b-marketers/) - Columnist: Always on the lookout for new ways to identify prospects and generate leads in business markets, this year I’ve come across a handful that demonstrate welcome creativity and innovative use of digital marketing tools. Consider these. Ramp up your LinkedIn outreach. Hugh MacFarlane, a longtime sales and marketing trainer and coach, has added a
- [Member Spotlight: Chet Dalzell, Digital Advertising Alliance](https://marketingclubny.kinsta.cloud/2021/03/09/member-spotlight-chet-dalzell-digital-advertising-alliance/) - DMCNY board member Chet Dalzell is an enthusiastic advocate for data-driven marketing, as well as helping marketers to better understand the tools that enable it and the data privacy ramifications that go along with it. Dalzell began his career in marketing working as a media relations officer for the State of Connecticut. He then moved
- [Producing Meaningful Creative in a Data-Driven World](https://marketingclubny.kinsta.cloud/2021/03/16/producing-meaningful-creative-in-a-data-driven-world/) - Provocateur: Big data is so pervasive in business today that some pundits think the focus on data-driven marketing has stifled a more free-spirited approach to planning and executing campaigns. The reality is that there’s a huge opportunity for data to inform creative in new ways. Let’s explore what some experts are calling data-inspired creativity. Generally
- [Trends in Customer Identity Management – Recharge Recap](https://marketingclubny.kinsta.cloud/2021/03/23/trends-in-customer-identity-management-recharge-recap/) - With the uncertainty surrounding the end of third-party cookies, ever-changing privacy regulations, and new and emerging martech and adtech offerings, brands face many challenges to taking control of identity across all channels (online and offline) and begin to master marketing intelligence to improve people's experiences. Watch this webinar rebroadcast featuring Acxiom CEO Chad Engelgau and Stirista co-founder
- [Three Annoying Things About B2B Marketing](https://marketingclubny.kinsta.cloud/2021/04/06/three-annoying-things-about-b2b-marketing/) - Columnist: I’m always running around saying how much I enjoy B2B marketing, because it’s complex, and high ticket, and the results can be really satisfying. That’s all true. But sometimes I find it annoying, too. There are things about B2B that just tick me off. Forgive the rant, but I have to get this off
- [What Customers Want Most From Brands Today](https://marketingclubny.kinsta.cloud/2021/04/13/what-customers-want-most-from-brands-today/) - We all know that customer expectations are at an all-time high and that the pandemic has forever changed the way consumers interact with brands. A new study reveals how companies can use empathy to help their consumers feel more connected at a time when so many of us feel isolated. When customers contact a company
- [Strategies for Personal Branding Online: Recharge Recap](https://marketingclubny.kinsta.cloud/2021/04/27/strategies-for-personal-branding-online-recharge-recap/) - Today, you’ll find countless influencers and experts online. So, establishing a personal brand is essential—especially in marketing, where there’s an expectation for a representational presence. Mastering how you'll use social media, thought leadership or other content, and online presentations can be a time-consuming distraction. But it also can be a powerful tool to advance your
- [Why B2B Direct Marketing Is More Fun](https://marketingclubny.kinsta.cloud/2021/05/05/why-b2b-direct-marketing-is-more-fun/) - After about seven years into my career, I migrated from consumer direct marketing to B2B marketing, and immediately concluded that B2B is more fun. Why? It’s more complex, it’s richer, it’s broader, and it’s more difficult. Naturally, it’s more fun. Here’s what I mean: First, business buyers do not make decisions on their own. So,
- [Personalization and Discovery Aren’t Mutually Exclusive](https://marketingclubny.kinsta.cloud/2021/05/19/personalization-and-discovery-arent-mutually-exclusive/) - When personalization is done well, brands benefit in myriad ways and customers get a better experience. But some marketers overuse personalization in ways that can hinder discovery. Others use greetings that sound personalized to try to mask generic communications, which can leave customers annoyed instead of open to new possibilities. Here are three areas that
- [Marketing KPIs Are at Odds](https://marketingclubny.kinsta.cloud/2021/05/25/marketing-kpis-are-at-odds/) - The key performance indicators that marketers use most often to track the results of their media investments are rarely the same KPIs that those same marketers consider to be most important. This is a key finding from the ANA Media Leadership Growth Council’s study “Media KPIs That Matter.” In fact, only one KPI is in
- [COVID-19 Lessons for B2B Marketers](https://marketingclubny.kinsta.cloud/2021/06/04/covid-19-lessons-for-b2b-marketers/) - Columnist: The global pandemic is affecting every area of our lives and our businesses today. I reached out to my longtime colleague and friend Roger McDonald, a seasoned sales and marketing executive and thoughtful observer of things B2B, to gather his views on what’s going on and how we B2B marketers should be thinking. How
- [The Explosive Performance of New York Sports Teams Are Leading a Return to Sports Media](https://marketingclubny.kinsta.cloud/2021/06/08/the-explosive-performance-of-new-york-sports-teams-are-leading-a-return-to-sports-media/) - Provocateur: When it comes to New York media and sports, a year ago right now, we were all hoping that sports would come back in some capacity, after they abruptly paused in the middle of March 2020. Now here we are, in a drastically different position, living through the excitement of the 2021 post-season for
- [Who’s Tops in Marketing in New York?](https://marketingclubny.kinsta.cloud/2021/06/16/whos-tops-in-marketing-in-new-york/) - What do Gannett chief marketing and strategy officer Mayur Gupta, bestselling coauthors of The One to One Future Don Peppers and Martha Rogers, Triller chief growth officer Bonin Bough, and HeathPlanOne CMO Keira Krausz have in common? They’re all not only standouts in marketing, but each also has left an indelible mark on the industry. And
- [How B2B Marketers Can Thrive in the Age of Adaptation](https://marketingclubny.kinsta.cloud/2021/06/22/how-b2b-marketers-can-thrive-in-the-age-of-adaptation/) - Provocateur: If there’s one rule B2B marketers have had to abide by over the past year, it’s been to be flexible. According to Nielsen’s 2021 Annual Marketing Report, many brands had to adjust their 2020 marketing mix spend to one degree or another. For example, nearly a third of technology companies significantly adapted their spend.
- [Recharge Replay: What's Going on with the USPS?](https://marketingclubny.kinsta.cloud/2021/06/29/recharge-replay-whats-going-on-with-the-usps/) - Marketers have serious concerns about delays in USPS's mail delivery—especially customer communications and package delivery. Congress has taken action to help, launching a Senate bill in May. The bill aims to enable USPS to improve delivery times, modernize operations, and maintain cost efficiency, as well as receive relief on longstanding healthcare costs. Will it be
- [Must-Attend B2B Marketing Conferences – 2H2021](https://marketingclubny.kinsta.cloud/2021/07/06/must-attend-b2b-marketing-conferences-2h2021/) - Columnist: The conference and event business is slowly getting back its footing, with a lively combination of virtual, in-person, and hybrid events ahead. It’s been a long haul. But vaccinations and safe practices provide some reason for optimism, so it’s time for B2B marketers to plan their event calendars. Here’s a roundup of events to
- [Recharge Replay: Pow! Why Print Media and Direct Mail are More Relevant in the Digital Age](https://marketingclubny.kinsta.cloud/2021/07/20/pow-why-print-media-and-direct-mail-are-more-relevant-in-the-digital-age/) - It’s time to reenergize your media mix—but not just with the latest digital channels. Saturation points are fast approaching in both streaming and view time. Privacy trends are interrupting brand-consumer online engagement. And the simple ability to target and measure is under duress. The reality is that print media is a force that continues to
- [7 Reasons Why B2B Marketers Should Try CTV Advertising](https://marketingclubny.kinsta.cloud/2021/08/05/7-reasons-why-b2b-marketers-should-try-ctv-advertising/) - Over the past couple of years, connected TV (CTV) has emerged as a productive new advertising medium. It offers two key benefits: precise household-level targeting and accurate tracking for attribution. This is exactly what B2B marketers need: zero waste and clear accountability. B2B marketers, except some for big brands such as IBM or Google Cloud,
- [The U.S. Open Advertising Opportunity Has Never Looked Like It Does This Year](https://marketingclubny.kinsta.cloud/2021/08/11/the-u-s-open-advertising-opportunity-has-never-looked-like-it-does-this-year/) - This year’s U.S. Open tennis tournament, kicking off in New York on August 30, will look unlike any other, with significant and diverse opportunities for advertisers to get in on the energy and opportunity. To align with this unique event, B2B and B2C brands alike should be looking beyond the standard 30-second spot to ensure
- [Don’t Be a Jerk on LinkedIn](https://marketingclubny.kinsta.cloud/2021/09/02/dont-be-a-jerk-on-linkedin/) - LinkedIn is one of the greatest business tools ever, but it’s often misused—even abused. Your reputation is perhaps your most valuable busines asset. So, your behavior on LinkedIn must reflect the way you want to be perceived. Here’s a list of recommendations for how to position yourself on LinkedIn as a trustworthy professional, and not
- [The Death of Third-Party Cookies Is an Opportunity—Not a Pitfall—for Marketers](https://marketingclubny.kinsta.cloud/2021/09/15/the-death-of-third-party-cookies-is-an-opportunity-not-a-pitfall-for-marketers/) - The marketing industry remains abuzz over the looming demise of third-party cookies, with many feeling doom and gloom due to cookies’ upcoming extinction. True, cookies collect data that allows marketers to better tailor customer experiences, but their limited shelf-life undercuts marketers’ ability to evolve personalization efforts over time. That’s why now is an extraordinary opportunity
- [DMCNY Announces Silver Apple Honorees for 2021](https://marketingclubny.kinsta.cloud/2021/09/15/dmcny-announces-silver-apple-honorees-for-2021/) - Achievement in data-driven marketing, as well as industry leadership in “giving back,” will garner spotlight status this November as the Direct Marketing Club of New York (DMCNY, mcny.dmcny.org) announces this year’s winners of the DMNCY Silver Apple awards, now marking its 37th year of celebration and recognition. This year’s Silver Apple award, given for 25 or more years
- [Brands Aim to Balance Privacy With Consumers’ Wants and Needs](https://marketingclubny.kinsta.cloud/2021/09/22/brands-aim-to-balance-privacy-with-consumers-wants-and-needs/) - As a retail data and technology pro, I’m torn between my desire for relevance and my concerns about my personal information. Considering the many places my personal data is captured, occasionally I think about opting out and deleting my browser cache and cookies to avoid the risk of companies I rarely engage with having too
- [Meet the DMCNY 2021 Silver Apple Honorees - Donna Hamilton](https://marketingclubny.kinsta.cloud/2021/09/27/meet-the-dmcny-2021-silver-apple-honorees-donna-hamilton/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over the
- [Marketers Need to Balance Brand and Response Marketing for Growth](https://marketingclubny.kinsta.cloud/2021/09/29/marketers-need-to-balance-brand-and-response-marketing-for-growth/) - Marketers are always under pressure to prove the ROI of their campaigns, but the demand for brand growth has only sharpened as companies work to pull themselves out of pandemic-induced strains. Though this demand is more pressing, the question of how to solve it is an age-old one: To grow market share, should brands spend
- [Meet the DMCNY 2021 Silver Apple Honorees - Deborah Fain](https://marketingclubny.kinsta.cloud/2021/09/30/meet-the-dmcny-2021-silver-apple-honorees-deborah-fain/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over
- [Meet the DMCNY 2021 Silver Apple Honorees: Mack Burnett III](https://marketingclubny.kinsta.cloud/2021/10/01/meet-the-dmcny-2021-silver-apple-honorees-mack-burnett-iii/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over
- [Meet the DMCNY 2021 Silver Apple Honorees: Trusted Media Brands](https://marketingclubny.kinsta.cloud/2021/10/05/meet-the-dmcny-2021-silver-apple-honorees-trusted-media-brands/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. Silver Apples also honors one organization that’s been in business
- [Meet the DMCNY 2021 Silver Apple Honorees: Trish Wheaton](https://marketingclubny.kinsta.cloud/2021/10/05/meet-the-dmcny-2021-silver-apple-honorees-trish-wheaton/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over the
- [NYI’s Latest Campaign Vibes With New York B2B Audiences](https://marketingclubny.kinsta.cloud/2021/10/12/nyis-latest-campaign-vibes-with-new-york-b2b-audiences/) - There’s no other market like New York. That’s always been true and certainly was evident throughout the pandemic—only the latest of enormous challenges New Yorkers had to face, navigate. and eventually bounce back from, just like we always do. NY Interconnect (NYI) is a New York company with New York drive, determination, and wit. Even
- [Meet the DMCNY 2021 Silver Apple Honorees: Aaron Cano](https://marketingclubny.kinsta.cloud/2021/10/14/meet-the-dmcny-2021-silver-apple-honorees-aaron-cano/) - Silver Apples 2021 Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over the
- [DMCNY Announces Alicia Wiedemann of Independent Agency Summer Friday as 2022-23 President](https://marketingclubny.kinsta.cloud/2022/01/12/dmcny-announces-alicia-wiedemann-of-independent-agency-summer-friday-as-2022-23-president/) - Alicia Wiedemann, partner and head of client strategy at Summer Friday, an independent strategy, creative and content agency, is newly named as the 2022-23 (two-year) president of the Direct Marketing Club of New York (DMCNY), effective January 1, the DMCNY Board of Directors has announced. Wiedemann succeeds Ginger Conlon, thought leadership director and customer experience advocate at Genesys, who will continue to serve on the DMCNY Board of Directors as immediate past president, among other roles. Conlon led the professional networking and marketing education organization as president for three years (2019-2021), an extended tenure as a result of the COVID-19 pandemic. “DMCNY comprises a community that supports marketing education – in scholarships and student participation — while giving marketing professionals a forum for exchanging ideas on the present and future state of marketing strategy and its top-notch execution,” Wiedemann said.
- [Recharge Replay: Resolving Identity Resolution](https://marketingclubny.kinsta.cloud/2022/01/20/recharge-replay-resolving-identity-resolution/) - Turning unknown consumers into known customers has always been fraught with challenges for even the savviest marketers. Today, those issues are exacerbated with shifting data use policies and data privacy regulations. Identity management strategies need to shift, as well. In this DMCNY Midweek Recharge, moderator Chloe Davis of American Express hosts a discussion with several experts in identity management on the latest issues and trends, as well as the strategies marketers can adopt to learn which visitors might be future high-value customers.
- [Solving the Data Dilemma with Consumer Identity Resolution](https://marketingclubny.kinsta.cloud/2022/02/01/solving-the-data-dilemma-with-consumer-identity-resolution/) - The holy grail of consumer marketing is first-party data: personal information that is freely offered by a customer or prospect. Unfortunately, many brands find themselves with incomplete information, and facing an increasing reluctance on the part of consumers to provide it. Paradoxically, consumers want brands to know them, understand their specific needs, and engage them in meaningful ways, but don’t feel a level of comfort to extend the inputs needed to make that possible.
- [Marketing and Media Spend Rally Continues in 2022](https://marketingclubny.kinsta.cloud/2022/02/03/marketing-and-media-spend-rally-continues-in-2022/) - It’s nearly impossible to understate what transpired in advertising and marketing media spend in 2021, given a second year of a global pandemic. No one—not even Bruce Biegel, senior managing partner at The Winterberry Group—saw it coming: A full-fledged rally in advertising of unprecedented magnitude. Though guess what: That rally is set to continue, at least for many.
- [Brand Building, Like Football, Is a Game of Inches—Especially During the Super Bowl](https://marketingclubny.kinsta.cloud/2022/02/10/brand-building-like-football-is-a-game-of-inches-especially-during-the-super-bowl/) - Super Bowl ad placements offer brands a massive pool of consumers who could potentially enter the sales pipeline. Millions of people watch the Super Bowl each year, with 43% of consumers watching specifically for the ads. In the U.S. alone, sports programming accounted for 98% of the most-viewed programs across broadcast, Nielsen research found, and 72% of the most-viewed programs on cable television between January and September 2021—with last year’s Super Bowl LV accounting for 20.3 billion minutes viewed.
- [Marketing Loses a True Industry Advocate](https://marketingclubny.kinsta.cloud/2022/02/16/marketing-loses-a-true-industry-advocate/) - Marketing all-star Robert A. Sawyer, Bob, who had a decades long career in advertising, direct mail, and digital marketing, died at home on February 2. He began his illustrious career at The Reader's Digest Association as a product manager. Other roles included Compton Direct Marketing at Saatchi and Saatchi as SVP; president of Sawyer Direct (a division of BBDO International); SVP, management supervisor, Wunderman at Young & Rubicam; and SVP, managing director, and Ayer Direct at N.W. Ayer. His career culminated serving as founder and president of Sawyer Direct.
- [The Votes Are In: Welcome to ‘Marketing Club of New York’](https://marketingclubny.kinsta.cloud/2022/03/16/the-votes-are-in-welcome-to-marketing-club-of-new-york/) - What’s in a name? The members of the newly renamed Marketing Club of New York want everyone to know. In 1926, the One Hundred Million Club was formed in New York City to provide a talk shop for area mail advertisers — bringing together agencies, letter shops, and brands together responsible for circulations of 100 million direct mail pieces annually. In the first half of the 20th Century, a huge proportion of the nation’s direct mail advertising flowed through New York mail service agencies.
- [Recharge Replay: What Are They Saying on Campus?](https://marketingclubny.kinsta.cloud/2022/05/03/recharge-replay-what-are-they-saying-on-campus/) - As marketing channels, strategies, and technologies continue to proliferate, it’s not only marketing professionals who need to stay up to date. College and university marketing programs and the professors who oversee them do, too.
- [Living Up to a Brand Promise](https://marketingclubny.kinsta.cloud/2022/05/25/living-up-to-a-brand-promise/) - It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers. According to Nielsen’s fifth Annual Marketing Report, which surveyed marketers from around the world, 36% of consumers are increasingly looking for more than just products or services from their favorite brands, and want to buy from companies that prioritize social causes, diversity, and corporate social responsibility (CSR) initiatives.
- [‘Direct Marketing Club of New York’ is Renamed ‘Marketing Club of New York’](https://marketingclubny.kinsta.cloud/2022/06/07/direct-marketing-club-of-new-york-is-renamed-marketing-club-of-new-york/) - There’s a new name to an established professional organization, based here in New York City: ”Marketing Club of New York.” Previously known for four decades as the “Direct Marketing Club of New York,” its members chose to rename itself based on several marketplace realities and perspectives, according to 2022-2023 Marketing Club of NY President Alicia Wiedemann, partner and head of client strategy at Summer Friday, an independent strategy, creative and content agency.
- [How Can New Brands Win Consumers’ Trust?](https://marketingclubny.kinsta.cloud/2022/07/15/how-can-new-brands-win-consumers-trust/) - Consumer choice continues to proliferate as new brands emerge, but despite having more options than ever, brand loyalty remains strong among consumers. While companies might expect this allegiance for products consumers routinely buy (e.g., toilet paper), high-consideration purchases like cars and computers are also benefitting. NielsenCommspoint Journeyfound that 85% of consumer purchases in over 80
- [Recharge Replay: Learn the Lost Art of Connecting](https://marketingclubny.kinsta.cloud/2022/07/22/recharge-replay-learn-the-lost-art-of-connecting/) - Working from home with no time built in for water-cooler type connections. Online meetings that don’t provide time for relationship-building banter. These things may seem trivial, but they’re leaving some people with a lack of communication savvy needed to help them build business relationships and garner the exposure that helps with career growth.
- [The New Playbook for Connecting With Hispanic Audiences](https://marketingclubny.kinsta.cloud/2022/08/26/the-new-playbook-for-connecting-with-hispanic-audiences/) - Today’s successful marketers know that their advertising strategies must be multiculturally inclusive and, in particular, tuned to connect with the vast Hispanic market. With more than 60 million Hispanic consumers in the U.S.—and more than 5.4 million in the New York market alone—brands must embrace the diversity, spending power, and relevance that this influential community brings to the marketplace.
- [Meet 2022 Silver Apple Award Honoree: John Montgomery of GroupM Global](https://marketingclubny.kinsta.cloud/2022/10/13/meet-2022-silver-apple-award-honoree-john-montgomery-of-groupm-global/) - The Marketing Club of New York (MCNY) sat down with each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, we speak with honoree John Montgomery, executive vice president, global brand safety, GroupM Global. Register today to join the greater MCNY community in celebrating John’s accomplishments to date.
- [Meet 2022 Silver Apple Award Honoree: Sheila Colclasure of IPG Kinesso](https://marketingclubny.kinsta.cloud/2022/10/17/meet-2022-silver-apple-award-honoree-sheila-colclasure-of-ipg-kinesso/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, we speak with honoree Sheila Colclasure, global chief digital responsibility and public policy officer, IPG Kinesso. Register today to join the greater MCNY community in celebrating Sheila’s accomplishments to date.
- [In Memoriam: 2022 Silver Apple Award Honoree Jan Chandler of Wiland](https://marketingclubny.kinsta.cloud/2022/10/25/2022-silver-apple-awards-spotlight-on-honoree-jan-chandler/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. We spoke with honoree Jan Chandler, Divisional VP, Media Solutions, Wiland. Register today to join the greater MCNY community in celebrating Jan and her accomplishments.
- [Meet 2022 Silver Apple Award Corporate Honoree: Adstra and its CEO Rick Erwin](https://marketingclubny.kinsta.cloud/2022/10/26/meet-2022-silver-apple-award-corporate-honoree-adstra-and-its-ceo-rick-erwin/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, Board member Ken Kraetzer of CBSI ‘Talking Business’ speaks with Adstra CEO Rick Erwin, as Adstra is named of 2022 corporate honoree. Register today to join the greater MCNY community in celebrating Adstra’s accomplishments to date during the Silver Apples Gala.
- [Meet 2022 Silver Apple Award Honoree: Jim Kabakow](https://marketingclubny.kinsta.cloud/2022/11/01/meet-2022-silver-apple-award-corporate-honoree-jim-kabakow/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, Board member Ken Kraetzer of CBSI ‘Talking Business’ speaks with Adstra CEO Rick Erwin, as Adstra is named of 2022 corporate honoree. Register today to join the greater MCNY community in celebrating Adstra’s accomplishments to date during the Silver Apples Gala.
- [Meet 2022 Silver Apple Award Honoree: Andrew Yost](https://marketingclubny.kinsta.cloud/2022/11/03/meet-2022-silver-apple-award-honoree-andrew-yost/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, Board member Ken Kraetzer of CBSI ‘Talking Business’ speaks with Adstra CEO Rick Erwin, as Adstra is named of 2022 corporate honoree. Register today to join the greater MCNY community in celebrating Adstra’s accomplishments to date during the Silver Apples Gala.
- [Meet 2022 Silver Apple Award Honoree: Steve Carbone, MediaCom](https://marketingclubny.kinsta.cloud/2022/11/07/meet-2022-silver-apple-award-honoree-steve-carbone-mediacom/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, Board member Ken Kraetzer of CBSI ‘Talking Business’ speaks with Adstra CEO Rick Erwin, as Adstra is named of 2022 corporate honoree. Register today to join the greater MCNY community in celebrating Adstra’s accomplishments to date during the Silver Apples Gala.
- [Meet 2022 Silver Apple Award Honoree: Michael Wooh, Gurobi Optimization](https://marketingclubny.kinsta.cloud/2022/11/08/meet-2022-silver-apple-award-honoree-michael-woo-gurobi-optimization/) - The Marketing Club of New York (MCNY) continues its series profiling each of our honorees – leading up to next month’s Silver Apple Awards Gala (November 10, 2022) in New York. Here, Board member Ken Kraetzer of CBSI ‘Talking Business’ speaks with Adstra CEO Rick Erwin, as Adstra is named of 2022 corporate honoree. Register today to join the greater MCNY community in celebrating Adstra’s accomplishments to date during the Silver Apples Gala.
- [B2B marketing is all about leads. So why bother with branding?](https://marketingclubny.kinsta.cloud/2022/11/16/b2b-marketing-is-all-about-leads-so-why-bother-with-branding/) - OK, I’ll admit it. I am a demand gen marketer. My entire B2B career has been about leads: lead quality and quantity, measurable marketing communications, cost per lead, conversion rates, ROI on marketing investments. And for good reason. I was trained as a data-driven, direct-response marketer. And I’ve never seen a study that didn’t place
- [One CMO’s Advice on Building a Global Expansion Strategy](https://marketingclubny.kinsta.cloud/2022/11/22/one-cmos-advice-on-building-a-global-expansion-strategy/) - Whether you run marketing for a mid-size start-up or a large enterprise, entering a new territory can be complex and strewn with obstacles. Those challenges include positioning, sales strategy, and cultural differences. We polled our 3,000 LinkedIn followers to better understand which they view as the top global expansion challenges. The results: Market positioning –
- [Member Spotlight: Alexandra Kunish, Rutgers Business School](https://marketingclubny.kinsta.cloud/2022/11/30/member-spotlight-alexandra-kunish-rutgers-business-school/) - As told to DMCNY After about 20 years serving in senior marketing roles, Alexandra Kunish took her expertise and love for marketing to Rutgers Business School to share both with RBS marketing students. Kunish, an MCNY board member, shares her career highlights, her take on hot topics in marketing right now, and her advice for
- [Silver Apples Gala Shined Bright in Times Square — With Both Applause and Heavy Hearts](https://marketingclubny.kinsta.cloud/2022/12/13/silver-apples-gala-shined-bright-in-times-square-with-both-applause-and-heavy-hearts/) - For a 38th occasion, the Marketing Club of New York toasted the business leadership, career achievements, and social contributions of several professionals and one corporation in our field — during a celebration at the Edison Ballroom in Times Square. It was a stellar night. Nearly 120 family members, friends, practitioners and students gathered to pay
- [Modernize Your Marketing Mix With Data-Driven Multiscreen Campaigns](https://marketingclubny.kinsta.cloud/2023/01/04/modernize-your-marketing-mix-with-data-driven-multiscreen-campaigns/) - If the last two plus years have taught us anything it’s that we love our screens. Add it all up and the average American will effectively spend decades in front of a screen. Surprising? Not really. Screens are everywhere: On our phones, at work, in our vehicles and on our wrists. And now that the
- [B2B marketing trends to watch — or not — in 2023](https://marketingclubny.kinsta.cloud/2023/01/11/b2b-marketing-trends-to-watch-or-not-in-2023/) - Business buying is changing, and marketers must change with it—fast. I take inspiration from Brent Adamson’s article in Harvard Business Review with the provocative title, “Traditional B2B Sales and Marketing Are Becoming Obsolete.” Adamson explains that business buying no longer fits the linear “handoff” model between marketing and sales. Instead, it requires a deep understanding
- [A Half-Trillion Dollars in Marketing Spend – Handled with Care](https://marketingclubny.kinsta.cloud/2023/02/14/a-half-trillion-dollars-in-marketing-spend-handled-with-care/) - For the 17th consecutive year, Winterberry Group’s Bruce Biegel announced his highly anticipated “Annual Outlook,” predictions for 2023 marketing spending, replete with detailed data on notable budget drivers. Biegel forecasts $509.2 billion in total advertising and marketing spend in 2023 — a record. A year ago we were all flying high. We thought we were
- [Lessons from Dad (or, How to Build Lasting Business Relationships)](https://marketingclubny.kinsta.cloud/2023/03/27/lessons-from-dad-or-how-to-build-lasting-business-relationships/) - by Barry Blumenfield, ECommerce & Subscription Expert with extensive Software, Operations and Business Growth experience and MCNY Board Member My father was a legend in the NYC direct response community. He’s been gone nearly five years, but to this day when I attend an industry function people will tell me how much they miss him,
- [MCNY Gets Some Data and Analytics Schooling – and a History Lesson](https://marketingclubny.kinsta.cloud/2023/05/09/mcny-gets-some-data-and-analytics-schooling-and-a-history-lesson/) - By Chet Dalzell It is spring 2023 and live events are back on Marketing Club of New York’s calendar. While many marketers still are not back full time in their offices — and Manhattan sidewalks ebb and flow accordingly — that didn’t keep two dozen MCNY members and guests from coming together midday for a
- [The Legend of the Profitable Marketing-Sales Collaboration](https://marketingclubny.kinsta.cloud/2018/08/01/marketing-sales-collaboration/) - Once upon a time RingCentral reorganized its operations to align marketing and sales. Its effort to cultivate collaboration between its demand gen and inside sales teams paid off. The unified communications company increased its monthly recurring revenue by 83 percent at a 12 percent decrease in cost per MRR. ~ ~ ~ ~ ~
- [The Realities of Recruiting a Super Hero Digital Marketing Leader](https://marketingclubny.kinsta.cloud/2018/07/17/superhero-digital-marketing-leader/) - Provocateur You’re looking to hire a digital marketing leader and your wish list of attributes probably reads like this: Entrepreneurial and action oriented, and experienced with large-company disciplines Industry expert with 15 to 20 years of relevant experience, and able to disrupt existing corporate structures and build at scale Innovative, creative, and agile,
- [Activate Your Customer Data to Build Personalized Experiences](https://marketingclubny.kinsta.cloud/2018/07/13/activate-customer-data/) - Provocateur There’s a widening gap between consumers’ expectations and the ways brands market to them. Activating customer data is a highly effective way marketers can close that gap. As marketers, we’re all too familiar with consumers today and the challenges they face. They’re extremely busy and easily distracted at work and in their
- [Are Seasoned CMOs Handling the Heat?](https://marketingclubny.kinsta.cloud/2018/07/11/cmos-need-more-digital-prowess/) - Provocateur: I recently met with a client who needed advice on her next career move. It became painfully obvious that her old job search strategies wouldn’t be enough to make her stand out from younger, nimble, digitally-savvy marketing executives. She’s the CMO of a multibillion-dollar industry giant who paid her dues over the
- [Truth About Segmentation](https://marketingclubny.kinsta.cloud/2018/07/10/truth-about-customer-segmentation/) - Ah, segmentation. Most marketers swear by it. That doesn’t mean they agree on, well, anything about it: what makes it valuable, how to get the most from it, the best way to segment customers, whether one-to-one marketing is scalable. And that’s OK. The beauty of segmentation is that it’s unique to the organization using
- [Digital and Traditional Marketers Aren’t So Different After All](https://marketingclubny.kinsta.cloud/2018/07/03/traditional-and-digital-marketers/) - “It’s no longer digital marketing or traditional marketing; it’s marketing in a digital world.” Versions of this quote have become a common refrain as the lines between digital and traditional marketing approaches blur — and as digital and traditional marketing roles increasingly overlap. Even so, there are still plenty of marketers who think
- [The CMO as Psychologist in the B2B Buyer’s Journey](https://marketingclubny.kinsta.cloud/2018/06/30/cmo-influence-on-b2b-buyers-journey/) - Provocateur: CMOs shape their brand’s value proposition in part by considering how their solution measures against the competition. This approach ignores one crucial truth: The most powerful competition doesn’t come from other brands; it comes from the customer. Customers’ habits and apathy are the strongest deterrents to everything from initially engaging them to closing
- [The Surefire Way to Improve Your Marketing Team’s Performance](https://marketingclubny.kinsta.cloud/2018/06/26/improve-marketing-team-performance/) - Provocateur Forget data, forget technology; marketing is all about people. That’s why talent is the most critical issue for any marketing leader looking to the future. ​ By talent, I’m not simply talking about attracting all the bright young things to our industry, but also about looking after the great people we already have in
- [The 2018 World Cup Explains the Power of True Customer Loyalty](https://marketingclubny.kinsta.cloud/2018/06/25/world-cup-soccer-customer-loyalty/) - Provocateur: Perhaps it’s the pressure to drive revenue, or maybe it’s the fear of missing prospective customers… Either way, too many marketers cater to broad audiences rather than focus on their loyal — and profitable — core. Enter the 2018 FIFA World Cup. As fans around the world unite to watch this year’s
- [Customer Experience Sets the Bar; Loyalty Experience Raises It](https://marketingclubny.kinsta.cloud/2018/06/22/loyalty-experience-cx4bestcustomers/) - Provocateur: Acquiring and retaining high-value customers has become increasingly difficult in a world with an oversaturation of marketing messages and a scarcity of consumer attention. In this new normal, winning new “best” customers and sustaining their loyalty means that marketers must focus more on “delivering an experience” and less on primarily emphasizing price or
- [Marketers Should Apply Their Own Principles to Tackle GDPR](https://marketingclubny.kinsta.cloud/2018/06/21/apply-marketing-principles-to-gdpr/) - Provocateur: The EU’s General Data Protection Regulation is a clear indication that we’re entering a new era of data transparency and security. The way we do business will never be the same. As marketers, we shouldn’t view GDPR compliance as an obstacle that our companies need to clear only once. Instead, we should
- [Could GDPR Be the Best Thing That’s Happened to Marketing?](https://marketingclubny.kinsta.cloud/2018/05/29/gdpr-customer-intimacy-cx/) - “It’s best to apply GDPR-related best practices to all user data, whether or not users are EU data subjects,” asserts Dave Ginsburg, VP of marketing at Cavirin. “One reason: GDPR is just the tip of the iceberg; it’s the first substantiation of the types of privacy controls that we can imagine coming to the United
- [Build a Marketing Taxonomy to Build Profitability](https://marketingclubny.kinsta.cloud/2018/05/29/build-a-marketing-taxonomy/) - Provocateur: The trend toward the democratization of marketing data demands that marketers embody the role of citizen data scientists. Marketers need to become savvier around data and analytics in general. More specifically, to maximize marketing impact, they must learn to leverage information to reach and engage consumers at every touchpoint along their cross-channel, multi-device
- [Blending Marketing and CX Delivers a 91% Repeat Customer Rate for etailer zulily](https://marketingclubny.kinsta.cloud/2018/05/25/zulily-marketing-cx-success/) - What marketer doesn’t dream of sky-high retention rates? For zulily’s Erica Yamamoto and her team, a 91% repeat customer rate is a reality — one brought about by the etailer’s commitment to creating a unique, personalized, and entertaining experience for every one of its 6.1 million active customers. One way zulily accomplishes this
- [Love at First Insight](https://marketingclubny.kinsta.cloud/2018/05/11/love-at-first-insight/) - “Data is the driver of everything we do and the way that we do it. It’s what tells us what’s working, what’s not working, what we should be doing next. It’s how we interpret what happened in the past to get context,” Colorado SEO Pros’ Chris Rodgers said when we asked why he loves
- [GDPR Should Be About Customer Trust, Not Just Compliance](https://marketingclubny.kinsta.cloud/2018/05/09/gdpr-and-customer-experience/) - “We have a crisis of trust today,” SAP Hybris President Alex Atzberger said when kicking off SAP’s GDPR Roundtable, a half-day discussion on the General Data Protection Regulation and how it relates to customer experience (CX). And, he added, that crisis of trust impacts how customers interact with businesses. It’s no wonder that the
- [Research, Relevance, and a 107 Percent Revenue Increase](https://marketingclubny.kinsta.cloud/2018/05/07/american-indian-college-fund-succes/) - You know you should, but you don’t always Conduct research to learn your customers interests and channel preferences, and then Use that insight to guide your marketing strategy and tactics. The benefits can be exceptional. NancyJo Houk can attest to this. “I’m a person who is used to seeing exponential growth
- [The Reckoning on Digital Privacy and Data Is Here](https://marketingclubny.kinsta.cloud/2018/04/29/data-privacy-reckoning/) - Provocateur: For much of the population, the Cambridge Analytica leak was, if not a first introduction to the challenges around digital privacy and data, then perhaps an abrupt reminder. But for many of us in the marketing and technology space, the story felt like more of the same than something brand new. Marketers’
- [Stop Rushing Past Strategy to Get to Execution](https://marketingclubny.kinsta.cloud/2018/04/26/marketing-strategy-vs-execution/) - Provocateur: For far too many B2B companies, marketing has failed to drive the outcomes necessary to effectively grow and sustain the top line. We give new names to tactics we’ve used for years (e.g., content marketing). We clamor for new technologies that hold the promise of allaying our woes, only to find that a
- [Attribution Is Hazy at Best Without a Marketing Data Taxonomy](https://marketingclubny.kinsta.cloud/2018/04/24/attribution-needs-data-taxomony/) - Provocateur: The many ways to reach and engage consumers available today should be like rays of sunshine that illuminate consumers’ motivations. Instead, the glare from all those touchpoints and interactions makes it increasingly difficult to discover the tactics and audiences behind your best-performing marketing. To get the insights you need as a multichannel
- [The Most Valuable Marketing Metric](https://marketingclubny.kinsta.cloud/2018/04/18/customer-lifetime-value-metric/) - Provocateur There is only one meaningful marketing metric. Nothing else matters. Truly. ​ The most valuable marketing metric — and, overall business metric — is Customer Lifetime Value (CLV). Some marketers refer to CLV as Lifetime Value (LTV), which might give away their background. Followers of Pete Fader’s marketing science methods from the Wharton
- [Digital Transformation Isn’t “Either/Or”; It’s “And”](https://marketingclubny.kinsta.cloud/2018/04/17/digital-transformation-is-additive/) - Provocateur: Don’t get bamboozled by the hype that digital transformation has to be an “either/or,” dive-in absolute for organizations rather than an “and” additive evolution. The notion of “either/or” is an especially debilitating, red-herring presumption for marketers trying to “modernize” their organization’s customer experience through digital transformation. If that sounds eerily familiar, it’s
- [The Dangers of the “Real Time” Expectation Gap](https://marketingclubny.kinsta.cloud/2018/04/16/real-time-expectation-gap/) - Like many marketing terms, “real time” is situational. Marketers may think of real time as milliseconds, or seconds, or even “near real time” batches. But for most consumers, real time means one thing: immediacy. ​ In fact, 71 percent of 2,000 U.S. consumers polled define real time as immediate, according the study “The Psychology
- [Want Marketing That’s Off the Charts? Hire Rock Stars](https://marketingclubny.kinsta.cloud/2018/04/04/recruiting-marketing-rockstars/) - “Ninety percent of business problems are actually recruiting problems in disguise,” Jeff Hyman writes in Recruit Rockstars: The 10-Step Playbook to Find the Winners and Ignite Your Business. This is especially relevant marketing today, where roles are evolving at the speed of technology. ​ During a recent conversation with MKTGinsight, Hyman provided his expert
- [Best Western Managers’ Social Savvy Drives Satisfaction](https://marketingclubny.kinsta.cloud/2018/04/03/best-western-social-marketing/) - Some of the best marketing shares a blurry line with customer service. Best Western shifted its approach to both by adding a few thousand helping hands to its “social marketing team.” ​ As travel review websites such as TripAdvisor and Expedia transform the hospitality industry, many hotel chains are building vast marketing teams focused exclusively
- [What Should I Pay My Inbound Marketers?](https://marketingclubny.kinsta.cloud/2018/04/03/mktg-salaries-093417/) - As the markets for content and SEO professionals expand, marketing leaders need to ensure they have the means to attract and retain top talent in those areas. Compensation may not be the deciding factor for a candidate to take a job—or for an employee to stay in one—but if your offer isn’t at
- [What’s Your Brand’s Positioning DNA?](https://marketingclubny.kinsta.cloud/2018/04/03/andy-cunningham-brand-positioning/) - In the rush for growth, too many companies try to be all things to all prospective customers. Instead, these companies often cause confusion in the market that hurts, rather than helps, sales. That’s where the marketing fundamental of positioning comes in. It may be an age-old practice, but it’s more relevant than ever
- [Stop Making Excuses for Poor Marketing Measurement](https://marketingclubny.kinsta.cloud/2018/04/03/provocateur-st-amand1/) - Provocateur: Today’s soaring consumer expectations are forcing marketers to rethink their engagement strategies and how their efforts are measured and optimized. It’s no longer enough to focus on individual channel performance and last-click attribution. These approaches not only create siloed and duplicated reporting, but also neglect to provide accurate insight into the strategies and
- [GDPR Is Looming. Here’s Your To-Do List](https://marketingclubny.kinsta.cloud/2018/03/21/gdpr-to-do-list/) - Many U.S. companies aren’t ready for the General Data Protection Regulation (GDPR) to take effect on May 25. In some cases, their executives think it doesn’t apply to their organization. In reality, “GDPR applies to any company that markets to consumers who are EU data subjects, despite where they currently reside,” says Susan
- [Please, Stop Calling It Digital Marketing](https://marketingclubny.kinsta.cloud/2018/03/20/stop-calling-it-digital-marketing/) - Provocateur: I was hoping — praying — that 2018 would see an end to marketers and agencies using the term “digital marketing.” Alas, that’s not the case. A quick Google search for the term shows that it’s alive and well among the marketing digerati. I implore those of you reading today to stop using this term. Let’s
- [How to Fight Through Marketing's Buzzword Cycle](https://marketingclubny.kinsta.cloud/2018/03/20/fight-marketing-buzzword-cycle/) - Provocateur: Just about every time I get interviewed about content marketing, I can count on getting this one question: What's your definition of content marketing? On the face of it, this is a fine question. But the question and its frequency belie an underlying issue that content marketing faces. And this underlying issue,
- [The New CMO Data Mandate](https://marketingclubny.kinsta.cloud/2018/03/13/cmo-data-mandate/) - Provocateur: The most exciting change to happen in marketing over the past 20 years is the rise of “Mathmen.” Look no further than two of the profession’s most influential voices today: Marc Pritchard and Andrew Chen. Pritchard, the chief brand officer of Procter & Gamble, has become known for relentlessly rooting out waste
- [The Promise of AI to Supercharge Marketing](https://marketingclubny.kinsta.cloud/2018/03/03/provocateur-fisher2/) - Provocateur Artificial intelligence, better known as AI, is today’s concept du jour across seemingly all industries and professions. More accurately, AI has been on the menu of talking points for some time, but the difference now is that everyone—regardless of palate—wants a bite. The question: Are we all in for a game-changing meal of
- [Busting the Seven Myths of Digital Experience Technology](https://marketingclubny.kinsta.cloud/2018/03/03/7-myths-of-dx/) - As if the explosion of customer experience and marketing technologies wasn’t enough, tools specific to the digital experience (DX) are in hyper-growth mode, as well. And, no surprise, the accelerating pace of DX technology has given rise to its share of fables and fairytales, according to Tony Byrne, founder of Real Story Group.
- [Brand Intimacy](https://marketingclubny.kinsta.cloud/2018/03/03/brand-intimacy/) - Building an Unbreakable Bond With Customers Customer loyalty can be fleeting. It can be based on behavioral cues such as convenience or habit. And when it is, as soon as something better is available, that loyalty will vanish along with the customer. ​ Brand intimacy, according to Mario Natarelli, is a far stronger customer
- [Selligent Marketing Cloud](https://marketingclubny.kinsta.cloud/2018/02/28/selligent-marketing-cloud-2018/) - Martech Starter KitSelligent Marketing Cloud What was Selligent’s motivation for launching Selligent Marketing Cloud? Selligent isn’t a martech newcomer. But much of the company’s success has been in Europe, and much of it focused on email and SMS campaign management. Those were once huge problems to solve, big enough for a stand-alone solution. Today they’re elements
- [Blockchain Is Not the Scalable Answer for Ad Tech](https://marketingclubny.kinsta.cloud/2018/02/28/blockchain-not-for-ad-tech/) - Provocateur: Hyping blockchain technology and its potentially disruptive impact on ad tech has become all too prevalent. I hate being the party pooper, but blockchain’s value will be limited and, ultimately, will not solve the efficiency challenge in programmatic advertising that some of its proponents have been claiming it will. In my
- [Customer Data Platforms](https://marketingclubny.kinsta.cloud/2018/02/23/customer-data-platform-defined/) - Martech Starter KitCustomer Data Platform Customer Data Platform — Defined Marketers on a never-ending quest for the Holy Grail of a holistic customer view may find that a customer data platform (CDP) will propel them along their journey. But with so many options available for managing customer data, marketers may need clarity on whether a
- [When It Comes to Firing Customers, Less Is More](https://marketingclubny.kinsta.cloud/2018/02/11/provocateur-larson1/) - Provocateur: Years ago we had a client in the grocery business with a (not-so) crazy idea: He joked that he wanted to put a machine like an airport metal detector at the entrance to each of his markets that every customer would have to pass through to enter. These machines would indicate whether each
- [Digital Transformation Is Core to SMBs’ Survival. Their CMOs Must Act Accordingly](https://marketingclubny.kinsta.cloud/2018/02/11/provocateur-sullivan1/) - Provocateur Competing against a slate of long-established brands and disruptive startups is a stressful and exhaustive reality for many marketers at small and midsize businesses (SMBs). They’re not only up against rivals with extensive resources, capital, and brand recognition, but also first-mover visionaries fueled by nonstop creativity, out-of-the-box thinking, and an “everything to gain,
- [Busting the Biggest Myths About Digital Transformation](https://marketingclubny.kinsta.cloud/2018/02/09/busting-digital-marketing-myths/) - There’s so much hype about digital transformation, the realities have become obscured by stories of gods and fairies and unicorns. These elaborate tales create confusion on issues such as what to change, which initiatives to prioritize, how fast to move, and who should be involved. The biggest myth about digital transformation? Your company
- [Marketers Need to Cultivate Customer Advocates and Employee Ambassadors](https://marketingclubny.kinsta.cloud/2018/02/06/customer-and-employee-engagement/) - Provocateur: Today’s demanding and continuously changing customer value environment requires marketing leaders to understand the links between and drivers behind customer behavior and employee attitude and action. Employees are key contributors to, and sustainers of, customer value delivery and brand success — regardless of their role and level within a company. They’re frequently
- [Don’t Sacrifice Strategy for Speed](https://marketingclubny.kinsta.cloud/2018/02/02/provocateur-steele1/) - Provocateur: On the journey to implement digital marketing tactics and gain big wins with speed, far too many B2B marketers have abandoned essential marketing fundamentals. They’ve sacrificed strategy for speed and traded smart messaging for shotgun distribution. It’s no wonder marketing is in turmoil. One of the key tenets in marketing has long
- [Will Digital Media Spend Surpass Offline Spend in 2018?](https://marketingclubny.kinsta.cloud/2018/01/19/winterberry-outlook-2018/) - “From a macro perspective, marketers are coming into 2018 from a much better place than they did in 2017,” Bruce Biegel asserts. “2016 was flat; 2017 was a strong year for growth — slower than expected, but far better than we’ve seen in a while.” That momentum, Biegel said, will help drive 3.8% growth
- [Marketing’s Alignment With Creative Is as Crucial as Its Alignment with Sales](https://marketingclubny.kinsta.cloud/2017/12/27/provocateur-withers1/) - Provocateur: It was a new, but not an unusual, step as a CMO. I recently took responsibility for the inside sales team. The team is talented, but lacked the process and efficiency needed to create a high-performing and predictable pipeline. So, I invested my time to understand why and to determine how to
- [Visual IQ MI Platform](https://marketingclubny.kinsta.cloud/2017/12/17/visual-iq-mi-platform-120717/) - Martech Starter Kit Visual IQMarketing Intelligence Platform Visual IQ Marketing Intelligence Platform What was Visual IQ’s motivation with its Marketing Intelligence Platform? Data. Lots and lots of it. Because every customer has multiple devices, and every device is generating copious amounts of data. Marketers can use all of those facts and figures to trigger action
- [Winterberry Outlook 2018 Data](https://marketingclubny.kinsta.cloud/2017/12/14/winterberry-outlook-2018-data/) - Will Digital Media Spend Surpass Offline Spend in 2018? Here's What the Data Says: Bruce Biegel, senior managing director of Winterberry Group, shared the research and advisory firm’s in-depth review of marketers' media spending in 2017, and a preview of expected spending for 2018, during the Direct Marketing Club of New York’s annual kickoff luncheon. Read the
- [What to Change in 2018](https://marketingclubny.kinsta.cloud/2017/12/12/what-to-change-in-2018/) - What Marketers Should Do Differently in 2018 — or Not Each new year brings with it a litany of marketing and consumer trends to watch, as well as many that marketers feel compelled to act on. With so much happening, it can be hard to prioritize where to focus. You need maintain the
- [How GE Power's Monique Elliott Drives Marketing Innovation](https://marketingclubny.kinsta.cloud/2017/12/07/3-innovation-drivers/) - Creativity, determination, and evangelism. ​Those are Monique Elliott's preferred tools to drive innovation. During Elliott's presentation at EnergizeGrowth's CMOs Leading Innovation Conference 2017 (CLIC 2017), the global head of digital commerce at GE Power shared an example of how her approach led to significant business growth for the division. Elliott saw an opportunity to “innovate” and
- [CLIC Innovation roundup](https://marketingclubny.kinsta.cloud/2017/12/07/clic-marketing-innovation-roundup/) - Many Paths Lead to Marketing Innovation. Choose Yours Henry Ford’s assertion, “Whether you think you can or whether you think you can’t, you’re right” is just as applicable to marketing innovation as to any other aspect of life. “The first point of innovations resistance? You,” host Lisa Nirell, chief energy officer of EnergizeGrowth, said during her opening
- [Why Marketers and Pollsters Struggle to Capture the Truth](https://marketingclubny.kinsta.cloud/2017/12/01/provocateur-chittilappilly1/) - Provocateur: Marketers who are intent on taking a data-driven approach can learn a great deal from pollsters’ strategies and missteps. ​ 2016 was witness to some tumultuous election cycles, from the Brexit vote in the UK to the presidential election in the U.S. In the two aforementioned cases, the pollsters had it wrong from
- [Don't Think You Have an Identity Crisis? Think Again](https://marketingclubny.kinsta.cloud/2017/11/21/provocateur-dague1/) - Provocateur: Maintaining a strong brand identity is no longer marketers’ only potential identity crisis. As important is managing their prospect and customer identities. Managing identities extends beyond the basics of understanding target audiences. The proliferation of digital identities has made the engagement process far more challenging, creating a consumer identity crisis that could
- [Three Overlooked Truths About the Digital Experience](https://marketingclubny.kinsta.cloud/2017/11/20/provocateur-porte1/) - Provocateur: “Digital” has become synonymous with convenience and immediacy. Want to make a reservation? A few seconds on your phone and the job is done. Looking to research a new product or service? A visit to Google, a social site, or an online community, is often the first step. So, it’s no wonder
- [Advice From an Enterprise Marketer Gone Start-Up](https://marketingclubny.kinsta.cloud/2017/11/10/advice-for-startup-marketers/) - Talk about culture shock. Jeff Perkins spent most of his career in marketing working at large enterprises such as AutoTrader.com, PGi, Euro RSCG Worldwide, and Saatchi. And then he decided to take a big risk and accept the job as CMO of QASymphony, a test management SaaS startup. When he arrived at
- [Insightly CRM](https://marketingclubny.kinsta.cloud/2017/11/04/insightly-crm-111417/) - Martech Starter KitInsightly Insightly CRM.pdf What was Insightly’s motivation for this major update? Developers have grappled for decades with the problem of making customer relationship management software both convenient and appealing to use. The formula for tilting at that particular windmill is largely unchanged over the years and Insightly is following the time-honored, two-pronged playbook:
- [Implementing Martech? Don’t Skip This Step](https://marketingclubny.kinsta.cloud/2017/11/03/questions-for-implementing-martech/) - You’re ready to implement a new marketing technology. Beyond choosing the right tool and vendor, there are countless other considerations: How long will the implementation take and what’s the expected time to ROI? How will our processes need to change? Who will take the reins over the long term? to name just a few.
- [CFOs Are Expecting More From Marketers. Are You Prepared to Deliver?](https://marketingclubny.kinsta.cloud/2017/10/26/provocateur-stouse1/) - Provocateur: 2018 budget planning has started. In the face of the uncertain forecast, CFOs are expecting more of CMOs than ever before. Let’s face it: The economy is uncertain. Many experts believe that 2018 will see a major correction. The current pressure on marketing and communications to prove their value will intensify dramatically
- [NorthplainsNEXT Content Lifecycle Management](https://marketingclubny.kinsta.cloud/2017/10/26/northplains-clm/) - Martech Starter KitNorthplains What was Northplains’ motivation for the CLM release? The explosion of digital touchpoints has made every marketer into a global real-time publisher. With that expansion has come fantastic growth in the diversity and complexity of media used by companies far removed from the traditional definition of a publisher. The digital asset management
- [The Media Trust Digital Vendor Risk Management Service](https://marketingclubny.kinsta.cloud/2017/10/17/media-trust-dvrm-101717/) - Martech Starter KitMedia Trust MarTech SK - Media Trust.pdf What was The Media Trust’s motivation for launching its Digital Vendor Risk Management Service? A single web page view can comprise data and code delivered from dozens of partners and media companies. So, ensuring consistent compliance with data and privacy protection can be difficult—especially since there’s
- [Adaptive Intelligent Apps for Oracle CX Cloud Suite](https://marketingclubny.kinsta.cloud/2017/10/17/oracle-cx-ai-apps-101717/) - Martech Starter KitOracle CX Cloud Suite What was Oracle’s motivation for releasing its Adaptive Intelligent Apps? There’s no secret why Oracle is investing heavily in artificial intelligence (AI)—it’s where the money is going to be. IDC projects an already-robust $8 billion market as of 2016 growing nearly sixfold by 2020. Oracle is also making an
- [Marketers’ Appetite for Data Is Huge; Their Ability to Digest It Is Not](https://marketingclubny.kinsta.cloud/2017/10/13/provocateur-stirrup1/) - Provocateur: It’s not uncommon for marketers to feel like they’re among the few not yet wringing every bit of value from their data. The reality is, data optimization is a work in progress for marketers at even some of the biggest brands. Success lies in structuring your operations to amplify data. Consider: Only
- [Most Customer Experiences Are Discordant. Make Yours Harmonious.](https://marketingclubny.kinsta.cloud/2017/10/08/provocateur-mathew1/) - Provocateur: In an orchestra, each musician plays a key role in making a beautiful harmony. Although individual instruments are important on their own, it’s the combination of all the instruments and how they relate to one another that makes the music powerful and creates the sound that resonates with audiences. Like orchestras, all
- [Employee Engagement Is Essential to Digital Transformation](https://marketingclubny.kinsta.cloud/2017/10/04/employee-engagement-100417/) - More than half of the employed adult workforce isn’t engaged at work, and only one quarter is actively engaged. This lack of engagement negatively impacts the customer experience and can stall digital transformation efforts. ​ These are findings from Strativity Group’s National IMCO Employee Engagement Study, based a survey of more than 30,000 working
- [That’s Not Customer Engagement, That’s Frustration](https://marketingclubny.kinsta.cloud/2017/09/18/provocateur-harris1/) - Provocateur: We predominantly deduce feelings or behavior toward an experience not through words used, but through body language, according to Albert Mehrabian's 7-38-55 Rule of Personal Communication. In a physical setting, customer-facing staff have the luxury of body language to gauge customers’ satisfaction. In the digital realm, many marketers have becoming adept at
- [Stay Ahead of the Mobile App Marketing Curve](https://marketingclubny.kinsta.cloud/2017/09/13/mobile-app-mktg-curve/) - Grab your smartphone and scroll through your Facebook feed or view a few YouTube videos and note the popularity of mobile video ads. They’re seemingly everywhere. In fact, according to mobile ad network InMobi’s “North AmericaState of App Performance Marketing” study, their use has just surpassed banner ads by 2%. ​ That’s just one
- [Don’t Let Cost Per Acquisition Tank Lifetime Value](https://marketingclubny.kinsta.cloud/2017/09/12/provocateur-hartmann1/) - Provocateur: When you’ve been in digital marketing for as long as I have, you learn a few tricks about optimization. The one that I’ve found to be most successful is transparency. I can’t remember a single pitch I’ve gone through where, at some point, I don’t break out something along the lines of:
- [Monetate Intelligent Personalization Engine](https://marketingclubny.kinsta.cloud/2017/09/06/monetate-personalization2017/) - Martech Starter KitMonetate What was Montetate’s motivation for its Intelligent Personalization Engine? There’s a clear attitude shift among many consumers, asserts Lucinda Duncalfe, CEO of Monetate. “What used to be creepy is now expected: ‘I want you to know me across channels’; ‘I want you to know my style preferences.’ That’s becomes a bar retailers
- [Behold, the Rise of the CMTO](https://marketingclubny.kinsta.cloud/2017/09/06/rise-of-the-cmto/) - Provocateur: An estimated $2 billion was spent on marketing technology in 2016. The Gartner CMO Spend Survey 2016-2017 shows just how close CMO spend on technology came to CIO spend on IT. Several years earlier, former Gartner research VP Laura McLellan predicted that CMO spend on technology would be higher than CIO spend by
- [Marketing and Sales Already Overlap. Use It to Build Alignment](https://marketingclubny.kinsta.cloud/2017/08/21/provocateur-fisher1/) - Provocateur: Aligning marketing and sales is like healthy eating and exercise. You know they’re good for you, but you often lack the motivation to achieve your goals. ​ Sure, that extra donut may stall your weight loss plans—no big deal. But leaving marketing and sales misaligned or working in silos? That stalls revenue growth. And
- [Refueling Trusted Media Brands’ Growth Engine](https://marketingclubny.kinsta.cloud/2017/08/04/refueling-tmbs-growth-engine-080417/) - When Bonnie Kintzer said yes to a homecoming, she wasn’t planning to rehash old glory days. She was instead planning to reinvigorate the best of past strategies while introducing fresh approaches that would ensure forward momentum. In doing so, she’s placed marketing, and its unique ability to provide customer insight and action, at the
- [Capitalize on Customer-Centric Commerce Innovation](https://marketingclubny.kinsta.cloud/2017/07/03/customer-centric-commerce/) - Ninety percent of merchants have seen an increase in customers’ use of their digital commerce channels: 52 percent of merchants polled have seen a slight increase and 38 percent have enjoyed a significant increase, according to 451 Research. Are those merchants doing enough to capitalize on that digital commerce activity? Not yet. Companies
- [Today’s Marketer Needs to Be a Cyborg, Not a Robot](https://marketingclubny.kinsta.cloud/2017/06/14/provocateur-pavlika1/) - Provocateur: “Together we make a precise and thorough detective unit.” That's how Dean Koontz described the part-man, part-machine Baker St. Cyr in the 1973 novel A Werewolf Among Us, about a cyber detective whose human side merged with his computer. As artificial intelligence (AI) becomes increasingly embedded in marketing technology and processes, a
- [CRM Builders Beware: Don’t Fall Into the DIY Trap](https://marketingclubny.kinsta.cloud/2017/06/13/provocateur-elert1/) - Provocateur: Is there anything more gut-wrenching than a remodeling project gone wrong? We’ve all watched home improvement shows and thought “I’m smart. I can do that!” In reality, do-it-yourself projects can be far more difficult than it looks on TV. And you only need to read one story about a soaking tub falling through
- [Refreshing a Brand Identity Is Hard. Agile Made It Easier](https://marketingclubny.kinsta.cloud/2017/06/13/provocateur-goulet1/) - Provocateur: As the market propels us all swiftly forward, it’s easy for a chasm to form between a company’s brand identity and its vision. Bridging that chasm swiftly once discovered is essential to maintaining market leadership. We recently faced this situation at Avanade. Our brand identity no longer reflected our digital strengths and
- [Attribution Isn’t Just for Marketing. Optimizing PR Matters, Too](https://marketingclubny.kinsta.cloud/2017/05/22/provocateur-sathyamurthi1/) - Provocateur: Most marketers are obsessed with attribution—and with good reason: Not only are they being held accountable for campaign performance, but they’re also on a mission to continually optimize that performance. More and more, that applies to PR, as well. PR is playing an increasingly integral role in the marketing mix. As a
- [Considering DIY CRM? Beware the Job Hopper](https://marketingclubny.kinsta.cloud/2017/05/12/provocateur-elert2/) - Provocateur: You’ve seen the Martech Landscape Supergraphic with more than 5,000 tools listed on it, and hundreds crammed into the box labeled “CRM.” You might even have thought, “This is so overwhelming, I’ll just hire someone to work with our IT team to build what we need.” I don’t advise it. I admit that
- [Virgin Holidays Goes All In on Digital Transformation](https://marketingclubny.kinsta.cloud/2017/05/12/virgin-holidays-digital-transformat/) - Saul Lopes has three things that marketers embarking on digital transformation most certainly covet: management buy-in, a culture that embraces agility and risk-taking, and a collaborative team focused on solutions, not finger pointing or fiefdoms. Lopes, customer lifecycle lead for Virgin Holidays, has played an integral part in the company’s ongoing global digital
- [Personalization Is Not Just Personal, It’s Profitable](https://marketingclubny.kinsta.cloud/2017/05/11/epsilon-personalization-study-2017/) - The appeal for personalization is high. Ninety percent of 1,000 consumers polled say receiving personalized experiences from a company is somewhat or very appealing, according to the study “Evaluating the Impact of Personalization on Business Performance,” by Epsilon, in partnership with GBH Insights. The main reason those respondents find personalized experiences appealing is
- [Simplicity Is the Most Elegant Customer Experience](https://marketingclubny.kinsta.cloud/2017/05/09/provocateur-morgan1/) - Provocateur: You’re not the only one who sets your customers’ expectations for doing business with you. Customers’ expectations are set by their previous experiences with a company and by their experiences with other companies within and outside of your industry. All of these interactions serve as constant comparisons. Imagine how a customer who
- [10 Ways to Guide Marketers Along the Path to Change](https://marketingclubny.kinsta.cloud/2017/05/03/launch-roundup-1/) - At the heart of all the change that marketing leaders need to drive today is this: people. Chief marketers need to bring their teams along the digital transformation journey. Without guidance and clear path, some marketers will lose their way and others won’t move forward toward change at all. Organizational change management isn’t
- [My Best Worst Marketing Mistake](https://marketingclubny.kinsta.cloud/2017/05/03/my-best-worst-marketing-mistake/) - There were five of us. Four award-winning marketing professionals and me, their host. We were enjoying a celebratory cocktail after the awards ceremony when one of them asked the others, “What was your biggest mistake? You know, the one you could very well have gotten fired for but didn’t.” Without skipping a beat,
- [A Chief Revenue Officer’s Tale of CX, Demand Gen, and 2,000% Growth](https://marketingclubny.kinsta.cloud/2017/05/03/unison-interview-bill-walker/) - If you’re not yet convinced that customer centricity is essential to business growth, talk to a chief revenue officer who’s certain that it is: Bill Walker. Walker, CRO at Unison Home Ownership Investors, lives and breathes customer experience (CX). He asserts that, “CROs should be more concerned about customer experience to get the results
- [Do You Have the Bench Strength to Deal With the Onslaught of Data?](https://marketingclubny.kinsta.cloud/2017/04/17/mktg-bench-strength-041717/) - Are you building the internal culture and talent pool necessary to deal with today’s data overload? That was the question 1-800-Flowers.com CMO Amit Shah posited during his keynote Q&A with Ad Age reporter Adrianne Pasquarelli at the Ad Age IQ: Marketing & Technology Conference. “The internal state of being is as important as the
- [Data Is Way More Than Just Bits and Bytes](https://marketingclubny.kinsta.cloud/2017/04/17/data-for-creative-041717/) - When most marketers think about data, they think demographics, response rates, and the like. But there’s more to it than rows of customer and performance data. During his session at the Ad Age IQ: Marketing & Technology Conference, TBWA\Worldwide Global Data Director Baker Lambert advised attendees to think differently about data, to use
- [Make Customer Experience a Portal to Fun](https://marketingclubny.kinsta.cloud/2017/04/14/provocateur-bell2/) - Provocateur: Portals are cool concepts. They are like doorways or secret passageways into another world. The wall outlet is such a portal. It sits passively on a room wall. But, plug in an electric cord and the lamp comes on, the hair dryer blows, or the microwave heats up a snack. My doctor has
- [It’s No Secret: B2B and B2C Marketers Share a Passion for Customers, Data, and Results](https://marketingclubny.kinsta.cloud/2017/04/14/b2b-and-b2c-marketers-in-2018/) - B2B marketers have a reputation. B2C marketers often consider their B2B counterparts a bit, well, stilted because of their no-nonsense, feature-laden ads and methodical, funnel-centric approach to marketing. B2C marketers have a reputation of their own. Many B2B marketers think they’re all about flair and image, data be damned. The reality is
- [How Profitable Is Personalization?](https://marketingclubny.kinsta.cloud/2017/04/03/personalization-2017-03/) - Personalizing customer communications can be quite the profitable practice. That doesn’t mean adding “Dear NAME” greetings will suddenly spike your marketing performance. What it does mean is that weaving personalization into the fabric of your marketing—and marketing operations—improves marketing ROI. Consider the results from Monetate’s “2017 Personalization Development” study. It’s based on a survey
- [The Unfortunate Demise of Customer Surprise](https://marketingclubny.kinsta.cloud/2017/03/20/provocateur-bell1/) - Provocateur I have a confession. When I was 10 years old, I did a very naughty thing on Easter. I secretly watched my parents hide the Easter eggs. As my cousins and siblings rushed into our backyard with their baskets on the hunt, I calmly went straight to all the hiding spots. I
- [CMOs Aren’t Innovating Because They’re Too Busy Being Busy](https://marketingclubny.kinsta.cloud/2017/03/03/energizegrowth-cmo-study-2017/) - The number one obstacle CMOs say is stalling their efforts to innovate? Day-to-day operations and firefighting, according to EnergizeGrowth’s fifth annual “CMO Innovation Trends” study. ​ One CMO surveyed said, “Keeping up with our workload leaves little time for innovation.” Another bemoaned her inbox: “On average, I receive 100 voicemails and emails [from vendors]
- [How Will Marketers’ Media Spending Change in 2017?](https://marketingclubny.kinsta.cloud/2017/02/24/winterberry2017/) - If marketers are all about the data, then Winterberry Group’s Annual Marketing Outlook is must-have information. Bruce Biegel, the research and advisory firm’s senior managing director, shared that outlook—providing an in-depth review of marketers' media spending in 2016 and a preview of expected spending for 2017—at the Direct Marketing Club of New York’s annual
- [An 8-Second Attention Span? Not So Fast](https://marketingclubny.kinsta.cloud/2017/02/09/content-marketing-that-captivates/) - One of the most popular stats shared the past few years to emphasize the importance of relevance in marketing is that humans now have a shorter attention span than goldfish: Goldfish = 9 seconds Humans = 8 seconds The Microsoft study that uncovered this popular data point noted that “heavy multi-screeners” are easily
- [Marketing, By the Numbers](https://marketingclubny.kinsta.cloud/2017/02/03/launch-roundup-2/) - When it comes to taking action based on data, it’s not always about internal customer data. Sometimes just one piece of data from a trend report or one key industry statistic is enough to give marketers pause—or drive them to take action or think differently. Since January tends to be a time of reflection
- [My Martech Stack Runneth Over](https://marketingclubny.kinsta.cloud/2017/01/24/welcome-to-mi-012417/) - 1 CRM 2 office suites 3 productivity tools 2 design apps 2 website hosting providers 6 social media sites and one social media posting and analytics tool 5 email addresses and 3 ESPs 1 survey tool 1 online accounting tool 2 web analytics providers Whew. That’s my martech stack, and related tool
- [Consulting-Agency Hybrids Require CMOs to Think Outside Marketing](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-krell1/) - Provocateur: Marketing has quickly become the company’s coolest function, a realm whose value, size, strategic importance, authority, and budget are rapidly expanding. The function’s rise, largely driven by revolutionary leaps in marketing technology and customer data analysis, should be cause for celebration—and concern. ​ All of this attention has too many CMOs spending too
- [Marketers Need More Purpose in 2017](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-temkin1/) - Provocateur: In my first post on MKTGinsight, I want to challenge marketers to be more purposeful. Over the past several years left brain skills such as analytics and targeting have substantially improved marketing effectiveness. Now it’s time to augment the marketing toolkit with a right brain concept: purpose. Every year, Temkin Group highlights
- [Need to Change How Your Marketing Team Operates? Here’s What YOU Must Change First](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-edmonds1/) - Provocateur: Your world is constantly changing. Customer expectations are high. Market data rushes at you every hour. New technologies emerge daily. If you’re like most marketers, you’re struggling to keep pace with all these changes and with increasingly complex demands. You need your people to be nimble, to learn quickly, to collaborate with
- [3 Questions CMOs Must Be Prepared to Ask to Propel Growth](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-henderson1/) - Provocateur: The average CMO tenure seems to be slowly decreasing. And whether you feel confident in your position or not, you may be thinking about what is required of a CMO to achieve success now and in the future. If not, you should be. A recent report from Forrester Research, predicted that “CEOs will
- [A Little Less Conversation, a Little More Action—Please](https://marketingclubny.kinsta.cloud/2017/01/24/launch-roundup-3/) - Admit it: As a marketer you can’t help but get caught up in the hype of a hot new trend. You get drawn in by shiny objects. You’re excited to test the latest marketing technique. That’s cool. Own it. Excitement about what’s new and trendy is part of marketers’ DNA and what helps them
- [7 Realities Marketers Don’t Understand About Buyers Today](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-martell1/) - Provocateur: Marketing is motivation. It’s a push. We as marketers guide buyers towards a decision. We appeal to their logic, try to engage their sense of reason, play to their emotions, and address their needs. That’s what we do. It’s why we’re here. Even in a time of great change and
- [Why Your Customer Initiative Is Likely to Fail— and What to Do About It](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-peppers1/) - Provocateur: So, you’ve launched a customer experience (CX) initiative, or a customer-centric transformation, or maybe you’ve implemented Net Promoter Score (NPS) and you’re now measuring it at every juncture. You’ve hired some very capable staff, you’ve invested in a system upgrade, and acquired some data assets, but you’re just not getting the results you
- [Managing Generational Tension in the Marketing Organization](https://marketingclubny.kinsta.cloud/2017/01/24/provocateur-miller1/) - Provocateur: It's official: Millennials are the largest living demographic group. Their demands shape much of the always-on, mobile, and social connection between brands and customers. But millennial consumers aren’t the only challenge. Millennial employees present challenges, as well. Marketing leaders are still scrambling to adjust to the changing motivations and demands that keep people focused and
- [What Martech and Formula One Have in Common](https://marketingclubny.kinsta.cloud/2017/01/24/mkg-is-like-formula1-012417/) - “Winning in modern marketing is like winning a Formula One race.” Mayur Gupta asserted during his keynote at the recent Ad Age IQ: Marketing & Technology Conference. But to win the race, you need to be in it—and most marketers haven’t even made it to the track, he said. Gupta, VP of growth
- [As Consumer Expectations Rise, Brand Loyalties Wane](https://marketingclubny.kinsta.cloud/2017/01/23/brand-keys-news-012317/) - By Jason Compton Consumer expectations continue to rise, and brands are struggling to consistently meet them. The result? Rapidly and dramatically shifting loyalties. This is the main theme of strategy consultancy Brand Keys’ 2017 Customer Loyalty Engagement Index. The shift is evident in the results. New companies rose to the lead positions in nearly
- [My Martech Stack Runneth Over](https://marketingclubny.kinsta.cloud/2017/01/17/martech-overload/) - 1 CRM 2 office suites 3 productivity tools 2 design apps 2 website hosting providers 6 social media sites and one social media posting and analytics tool 5 email addresses and 3 ESPs 1 survey tool 1 online accounting tool 2 web analytics providers Whew. That’s my martech stack, and related
- [Get Skilled or Get Gone](https://marketingclubny.kinsta.cloud/2017/01/17/launch-roundup-4/) - About the Author Ginger Conlon, chief editor and marketing alchemist at MKTGinsight, catalyzes change in marketing organizations. She is a frequent speaker on marketing and customer experience, and serves in advisory or leadership roles for several industry organizations. Ginger was honored with a Silver Apple lifetime achievement award for her contributions to the marketing industry.​ Find her
- [Marketing Needs a Rebrand to Attract Millennials](https://marketingclubny.kinsta.cloud/2017/01/15/marketing-needs-a-rebrand/) - The once-glamorous world of marketing and advertising is losing its sex appeal. Millennials aren’t buying in to careers in the industry. Instead, marketing organizations and ad agencies are losing top talent to technology companies that offer “purpose” and “culture,” according to the study “Bridging the Talent Disconnect.” The Association of National Advertiser’s Educational Foundation (AEF) conducted the study
- [Influencers Aren’t Enough. B2B Marketers Need Mobilizer Customers](https://marketingclubny.kinsta.cloud/2016/10/28/influencers-aren-e2-80-99t-enough-b2b-marketers-need-mobilizer-customers/) - “The starting point for marketing and sales today is all about how customers buy,” says Brent Adamson. This is especially true in B2B, where the day of one decision maker is over, according to Adamson, coauthor of The Challenger Customer, along with Matthew Dixon, Pat Spenner, and Nick Toman. Adamson points out that in the B2B
- [7 Decision Drivers Marketers Can Tap to Influence Customer Behavior](https://marketingclubny.kinsta.cloud/2016/10/28/7-decision-drivers-marketers-can-tap-to-influence-customer-behavior-d69/) - “People make split-second decisions,” Nancy Harhut reminded a standing-room-only crowd during her session, “7 Human Behavior Hacks That Increase Engagement and Response,” at DMA’s &THEN 2016 conference. Harhut, chief creative officer at Wilde Agency, noted that this reality is just one of many challenges marketers face in capturing prospective customers’ attention at a time when

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- [Meet the Team](https://marketingclubny.kinsta.cloud/service/meet-the-team/) - Leadership
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## Projects

- [Time HR Prepares Plastic Contract Manufacturer](https://marketingclubny.kinsta.cloud/project/time-hr-prepares-plastic-contract-manufacturer/) - STHRM, Inc. was hired to evaluate the company’s human resources department and determine if the department could support the company’s future growth plans. The company is a privately-owned business with 120 union production and salaried employees.
- [Time HR Prepares Plastic Contract Manufacturer](https://marketingclubny.kinsta.cloud/project/time-hr-prepares-plastic-contract-manufacturer-2/) - STHRM, Inc. was hired to evaluate the company’s human resources department and determine if the department could support the company’s future growth plans. The company is a privately-owned business with 120 union production and salaried employees.
- [Six Essential Steps To Writing Successful Job](https://marketingclubny.kinsta.cloud/project/six-essential-steps-to-writing-successful-job/) - In its purest form, a position description indicates the work to be performed by the candidates for employment. The objective of a well-written position description is to attract the highest number of talented candidates and, from that list, hire the best one.
- [Six Essential Steps To Writing Successful Job](https://marketingclubny.kinsta.cloud/project/six-essential-steps-to-writing-successful-job-2/) - In its purest form, a position description indicates the work to be performed by the candidates for employment. The objective of a well-written position description is to attract the highest number of talented candidates and, from that list, hire the best one.
- [Shared Time Human Resources Management](https://marketingclubny.kinsta.cloud/project/shared-time-human-resources-management/) - Shared Time Human Resources Management, Inc. is a value-oriented resource for companies in need of human resources services. Since 1993, Shared Time has offered clients private consulting and custom-designed HR systems.
- [Shared Time Human Resources Management](https://marketingclubny.kinsta.cloud/project/shared-time-human-resources-management-2/) - Shared Time Human Resources Management, Inc. is a value-oriented resource for companies in need of human resources services. Since 1993, Shared Time has offered clients private consulting and custom-designed HR systems.
- [Company Values & The Relationship](https://marketingclubny.kinsta.cloud/project/company-values-the-relationship/) - To take a trivial example which of undertakes laborious physical exercise.
- [Complex Dismissal for a Small Company](https://marketingclubny.kinsta.cloud/project/complex-dismissal-for-a-small-company/) - Beguiled and demoralized charms of pleasure of the moment so blinded.
- [Essential Steps to Writing Job Description](https://marketingclubny.kinsta.cloud/project/essential-steps-to-writing-job-description/) - Power of choice untrammelled when nothing prevents our being able to do.
- [Essential Steps to Writing Job Description](https://marketingclubny.kinsta.cloud/project/essential-steps-to-writing-job-description-2/) - Power of choice untrammelled when nothing prevents our being able to do.
- [Complex Dismissal for a Small Company](https://marketingclubny.kinsta.cloud/project/complex-dismissal-for-a-small-company-2/) - Beguiled and demoralized charms of pleasure of the moment so blinded.
- [Company Values & The Relationship](https://marketingclubny.kinsta.cloud/project/company-values-the-relationship-2/) - To take a trivial example which of undertakes laborious physical exercise.

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- [Footer Seven](https://marketingclubny.kinsta.cloud/footer/footer-seven-2/) - The Marketing Club of New York is a nonprofit organization that provides education, networking and idea exchange for professionals interested in data-driven communications. We actively support current and future industry leaders through scholarships, awards, and recognition. Get In Touch Phone: 646-741-4771 Email: info.MCNY@gmail.com Mailing Address:Marketing Club of New YorkP.O. Box 8470 – 421 8th AvenueNew

## Mega Menus 

- [Mega Menu Home Display](https://marketingclubny.kinsta.cloud/mega_menu/mega-menu-home-three/) - Home Page One Home Page Two Home Page Three Home Page Four Home Page Five Home Page Six Home Page Seven Home Page Eight Home Page Nine Home Page Ten Home Page Eleven Home Page Twelve Newly Added Home 12 Newly Added Home 11 Newly Added Home 10 Newly Added Home 09 Home 08 Home
- [Mega Menu Side](https://marketingclubny.kinsta.cloud/mega_menu/mega-menu-side/) - Home 01 Home 04 Home 07 Home 10 New Home 02 Home 05 Home 08 Home 11 New Home 03 Home 06 Home 09 New Home 12 New
- [Mega Menu Side](https://marketingclubny.kinsta.cloud/mega_menu/mega-menu-side-2/) - Home 01 Home 04 Home 07 Home 10 New Home 02 Home 05 Home 08 Home 11 New Home 03 Home 06 Home 09 New Home 12 New
- [Mega Menu Home Display](https://marketingclubny.kinsta.cloud/mega_menu/mega-menu-home-three-2/) - Home Page One Home Page Two Home Page Three Home Page Four Home Page Five Home Page Six Home Page Seven Home Page Eight Home Page Nine Home Page Ten Home Page Eleven Home Page Twelve Newly Added Home 12 Newly Added Home 11 Newly Added Home 10 Newly Added Home 09 Home 08 Home
- [Mega Menu Elements](https://marketingclubny.kinsta.cloud/mega_menu/mega-menu-elements/) - Content 1 Testimonial Contact List Video Button Newsteller Blog Posts Team Content 2 Process Project Carousel Project Filter Progress Bar Content Box Faq’s Presentational Button List Items Contact Form Service Post Sliders Tabs Typography Time Line Extra Content Simple Image Client Image Price Plan Title Basic Service Box Count Down Time Line Header Footers Infographic
- [Mega Menu Pages List](https://marketingclubny.kinsta.cloud/mega_menu/mega-menu-pages-list/) - Pages Shop Services Other Pages

## Categories

- [Uncategorized](https://marketingclubny.kinsta.cloud/category/uncategorized/)
- [MKTGinsight](https://marketingclubny.kinsta.cloud/category/mktginsight/)
- [Events](https://marketingclubny.kinsta.cloud/category/events/)
- [Provocateur](https://marketingclubny.kinsta.cloud/category/provocateur/)
- [Columnist](https://marketingclubny.kinsta.cloud/category/columnist/)
- [Silver Apples](https://marketingclubny.kinsta.cloud/category/silver-apples/)
- [Member News](https://marketingclubny.kinsta.cloud/category/member-news/)
- [Past Events](https://marketingclubny.kinsta.cloud/category/past-events/)

## Tags

- [Data](https://marketingclubny.kinsta.cloud/tag/data/)
- [Customer behavior](https://marketingclubny.kinsta.cloud/tag/customer-behavior/)
- [Marketing strategy](https://marketingclubny.kinsta.cloud/tag/marketing-strategy/)
- [Silver Apples](https://marketingclubny.kinsta.cloud/tag/silver-apples/)
- [superbowl](https://marketingclubny.kinsta.cloud/tag/superbowl/)
- [tina wilson](https://marketingclubny.kinsta.cloud/tag/tina-wilson/)
- [Bruce Biegel](https://marketingclubny.kinsta.cloud/tag/bruce-biegel/)
- [Tags: Marketing Club of New York](https://marketingclubny.kinsta.cloud/tag/tags-marketing-club-of-new-york/)
- [MCNY](https://marketingclubny.kinsta.cloud/tag/mcny/)
- [Winterberry Group](https://marketingclubny.kinsta.cloud/tag/winterberry-group/)
- [Online Advertising](https://marketingclubny.kinsta.cloud/tag/online-advertising/)
- [Offline Advertising](https://marketingclubny.kinsta.cloud/tag/offline-advertising/)
- [Annual Outlook](https://marketingclubny.kinsta.cloud/tag/annual-outlook/)
- [Alliant](https://marketingclubny.kinsta.cloud/tag/alliant/)
- [JoAnne Dunn](https://marketingclubny.kinsta.cloud/tag/joanne-dunn/)
- [International ECHO Awards](https://marketingclubny.kinsta.cloud/tag/international-echo-awards/)
- [Creative](https://marketingclubny.kinsta.cloud/tag/creative/)
- [Strategy](https://marketingclubny.kinsta.cloud/tag/strategy/)
- [Results](https://marketingclubny.kinsta.cloud/tag/results/)
- [Association of National Advertisers](https://marketingclubny.kinsta.cloud/tag/association-of-national-advertisers/)
- [Summer Friday](https://marketingclubny.kinsta.cloud/tag/summer-friday/)
- [Qendar](https://marketingclubny.kinsta.cloud/tag/qendar/)
- [British Interactive Media Association](https://marketingclubny.kinsta.cloud/tag/british-interactive-media-association/)
- [Joost Van Nispen](https://marketingclubny.kinsta.cloud/tag/joost-van-nispen/)
- [Mary Teahan](https://marketingclubny.kinsta.cloud/tag/mary-teahan/)
- [Michael Cruz](https://marketingclubny.kinsta.cloud/tag/michael-cruz/)
- [Matt Sullivan](https://marketingclubny.kinsta.cloud/tag/matt-sullivan/)
- [Ken Kraetzer](https://marketingclubny.kinsta.cloud/tag/ken-kraetzer/)
- [Marketing Club of New York](https://marketingclubny.kinsta.cloud/tag/marketing-club-of-new-york/)
- [USPS](https://marketingclubny.kinsta.cloud/tag/usps/)
- [Direct Mail](https://marketingclubny.kinsta.cloud/tag/direct-mail/)
- [Omnichannel](https://marketingclubny.kinsta.cloud/tag/omnichannel/)
- [Analytics](https://marketingclubny.kinsta.cloud/tag/analytics/)
- [Addressable Media](https://marketingclubny.kinsta.cloud/tag/addressable-media/)
- [Market Research](https://marketingclubny.kinsta.cloud/tag/market-research/)
- [Market Forecasts](https://marketingclubny.kinsta.cloud/tag/market-forecasts/)
- [Connected Commerce](https://marketingclubny.kinsta.cloud/tag/connected-commerce/)
- [Adtech](https://marketingclubny.kinsta.cloud/tag/adtech/)
- [CTV](https://marketingclubny.kinsta.cloud/tag/ctv/)
- [Connected Television](https://marketingclubny.kinsta.cloud/tag/connected-television/)
- [Search](https://marketingclubny.kinsta.cloud/tag/search/)
- [Social Media](https://marketingclubny.kinsta.cloud/tag/social-media/)
- [Tech Stack](https://marketingclubny.kinsta.cloud/tag/tech-stack/)
- [Data Spending](https://marketingclubny.kinsta.cloud/tag/data-spending/)
- [Offline Marketing](https://marketingclubny.kinsta.cloud/tag/offline-marketing/)
- [Online Marketing](https://marketingclubny.kinsta.cloud/tag/online-marketing/)
- [Data-Driven Marketing](https://marketingclubny.kinsta.cloud/tag/data-driven-marketing/)
- [Marketing Education](https://marketingclubny.kinsta.cloud/tag/marketing-education/)
- [Direct Marketing](https://marketingclubny.kinsta.cloud/tag/direct-marketing/)
- [Digital Marketing](https://marketingclubny.kinsta.cloud/tag/digital-marketing/)
- [Branding](https://marketingclubny.kinsta.cloud/tag/branding/)
- [Marketing Careers](https://marketingclubny.kinsta.cloud/tag/marketing-careers/)
- [Data-Driven Storytelling](https://marketingclubny.kinsta.cloud/tag/data-driven-storytelling/)
- [Centennial](https://marketingclubny.kinsta.cloud/tag/centennial/)
- [Board of Directors](https://marketingclubny.kinsta.cloud/tag/board-of-directors/)
- [Marketing Leadership](https://marketingclubny.kinsta.cloud/tag/marketing-leadership/)
- [Media Spending](https://marketingclubny.kinsta.cloud/tag/media-spending/)
- [Advertising](https://marketingclubny.kinsta.cloud/tag/advertising/)
- [Marketing](https://marketingclubny.kinsta.cloud/tag/marketing/)
- [Artificial Intelligence](https://marketingclubny.kinsta.cloud/tag/artificial-intelligence/)
- [AI](https://marketingclubny.kinsta.cloud/tag/ai/)
- [Creative Intelligence](https://marketingclubny.kinsta.cloud/tag/creative-intelligence/)

## Project Categories

- [Coaching](https://marketingclubny.kinsta.cloud/project_category/coaching/)
- [Human Resources](https://marketingclubny.kinsta.cloud/project_category/human-resources/)
- [Leadership](https://marketingclubny.kinsta.cloud/project_category/leadership/)
- [Event](https://marketingclubny.kinsta.cloud/project_category/event/)