New data from mobile measurement platform Kochava reveals that artificial intelligence is exposing massive flaws in how app marketers measure success, ...

A marketing budget is important for helping you proactively shift the emphasis of your promotional efforts to low-cost methods, such as social media or in-store promotions, during slow periods.

Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid ...

Learn the key types of paid media, how they work, and when to use them to get better results from your marketing budget.

Two new efforts feature tactics like influencer marketing as the big-box store prioritizes promoting value and an on-trend ...

B2C marketers are using content marketing primarily to bring attention to their overall brand: The three most cited marketing goals in the last 12 months were creating brand awareness (84%), educating ...

Which marketing channels are most effective for IT services companies? Which channels are most disappointing? Which channels do marketers plan to increase their investment in? To find out, researchers ...

With mass outpacing prestige sales for the first time in years, budget-friendly beauty has not only become aspirational, it's ...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is ...

Influencer marketing has reached a critical juncture in 2025, with measurement challenges now representing the primary threat ...

India’s largest consumer goods company, has reduced its overall advertising and promotional budget by 5.5% while ...