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Why Content Matters (No Matter What Kind of Marketer You Are)

No matter what kind of marketer you are, content matters. The reasons for this are manifold. Yes, there’s content marketing, which has long been called the “new black” in the marketing arsenal. Content marketing has risen to prominence for a slew of very, very good reasons. It’s customer-centric, rather than sell-centric. It’s about you rather […]

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The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era

Contribution to a New Book: The New Advertising

Together with many peers I admire and respect enormously, such as my frequent partner-in-research Jessica Groopman and Publicis Chief strategist Rishad Tobaccowalla, I’ve contributed to a new book out just this week.  The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era published this week from Praeger. It’s a hefty two volumes,

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