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Content Marketing Is Conquering Your Customers
The best social marketing turns corporations into trusted friends for consumers. But are companies ready to ditch immediate returns for âyoutilityâ? Penn alumna Lisa Niver thinks not.We are now all...
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FANAFI: Why Entrepreneurs Should Find a Need and Fill It!
Discovering problems that lead to consumer needs is a sure way for entrepreneurs to start a business, as marketing veteran Bob Natiello learned soon after Wharton. More than 50 years have passed since...
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Why a Successful Marketing Strategy Needs the CIO
For marketing execs, cultivating the chief information officer is an absolute must in this data-intensive age. David T. Scott offers five ways to do it right.Chief marketing officers are naturally very...
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Does Your Company Have an Accidental Brand?
Marketing exec Leo Levinson explains how companies often lose control of their brand and why itâs important to get it back. The word "brand" is one of the the hottest buzz words in marketing....
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Cocktail Startup Marketing Kit and Caboodle
A Wharton entrepreneur toasts another alumnus' innovative startup growth strategy, involving a once-obscure cocktail ingredient and crowdfunding.In my previous post on the Wharton Blog Network, I...
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The Marketer’s Top C-Suite Ally
Marketing execs should cultivate the CFO, writes âthe Fighting CMO.â It may be the most important part of their job. Previously, I wrote about marketing leaders aligning themselves with the chief...
View ArticleHarnessing YouTube Marketing Power
Communications pro and travel writer Lisa Niver explains why YouTube marketing requires persistence and a long-term commitment to the medium, and how to do it. When Junior Mapesone commented, âThat's...
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The Marketer’s Top C-Suite Ally: Pt. 2
Building a relationship with the CFO is a good idea for any CMO. âThe Fighting CMOâ offers five ways to do so.By now, Iâve convinced you that making the chief financial officer an ally is an...
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Not All Good Things Are Free
A SPOC online course teaches execs how to live long and prosper through marketing.A SPOC online course teaches execs how to live long and prosper through marketing. [caption id="attachment_26148"...
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And in This Corner, ‘The Fighting CMO’
With the next generation of marketing already here, the time and place is now for honest dialogue about the disciplineâs direction.With the next generation of marketing already here, the time and...
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Student Sings Praises of MOOC’s Real-World Benefit
A change communications strategist writes about her experience with Courseraâs âIntro to Marketingâ course.On occasion, we allow a guest blogger or two to share relevant insights. In this...
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Build Branding for Millennials One Employee at a Time
To create meaningful relationships with millennial consumers, brands must first win over their millennial employees, writes branding expert Jeff Fromm.It looks like marketers are starting to catch on....
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Five Ways to Measure Your Lead Generation Budget
Chief marketing officer David T. Scott takes the guesswork out of customer acquisition costs, marketing budgets and driving associated revenue.Is your lead generation budget big enough? Probably not....
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Decoding Social Media Data
Social media metrics often donât align with a brand managerâs offline intelligence. Why? And how can businesses best analyze the data? Prof. Wendy Moe explains.Yes, social media has changed how we...
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P&G’s Brand Cull: Wise Move or Tragic Mistake?
Wharton Marketing Professor Peter Fader posits P&Gâs divestiture of 100 brands could start a âprofitable-product death spiral.â What's a better alternative?Proctor & Gamble has been...
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Why SEM Is Better for Lead Generation Than SEO
Search engine marketing may be better than search engine optimization. âThe Fighting CMOâ explains why. Many people think search engine optimization (SEO) is the key to attracting customers to your...
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Curalate: Wharton Startups to Watch Redux
Wharton Magazine reconnects with the co-founder of the Philadelphia startup Curalate, which seeks to help brands understand and succeed in the visual Web.For the last three years, Wharton Magazine has...
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Thinking Through Your Lead-Generation Management Strategy
New lead-generation initiatives demand testing and measurement. Donât go in blind. The Fighting CMO writes on how to think through your strategy and set goals. Learning how to use lead-generation...
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Integrating Lead-Generation Marketing Campaigns
How to ensure that your lead-gen tactics result in the halo effectâor the marketing math of 1+1 = 3.An integrated lead-generation marketing campaign is a campaign that uses two or more...
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Zylie the Bear’s Adventures in Crowdfunding
Wyn Lydecker talks with fellow alumna and entrepreneur Mary Beth Minton, WG â82, about startup marketing and the nitty-gritty of Kickstarter crowdfunding.When it came time for Mary Beth Minton, WG...
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