Native Advertising Heats Up

By Anna Maria Virzi | September 08, 2017

What’s native advertising? It’s a question that confounds even the most seasoned marketers, even though the Federal Trade Commission has issued extensive guidelines on native advertising’s proper usage. That’s not surprising. Native advertising covers a fast-growing swath of the digital…


The CMO’s Dilemma: Focus on the Customer, But at What Cost?

By Anna Maria Virzi | August 24, 2017

For this year’s CMO Strategy Survey, we set out to learn about the current state of marketing organizations, including the scope of responsibilities and capabilities. One message is loud and clear: CMOs are going all-in when it comes to their…


Social Marketing Wallflowers

By Anna Maria Virzi | June 30, 2017

Social marketers hold a unique role in business. In the external world, they engage with their brand’s supporters and detractors alike. They’re extroverts, working at the confluence of their brand’s public persona and its customers, prospects and other characters. Inside…


When Email Marketing Misses Its Mark

By Anna Maria Virzi | April 14, 2017

“Oral Surgery Appointments Available: Friday, May 19, 2017” read the ominous subject line of an email sent from my dentist’s office. I clicked open the email, thinking I had ignored the dentist’s instructions from a prior visit and now would…


Marketing Data: Getting to the Right Stuff

By Anna Maria Virzi | April 06, 2017

Have you noticed: The more data you collect, the less valuable it seems? It’s no wonder. Digital marketing activities give marketers access to more data than they’re able to digest. There are plenty of reasons: Paradox of choice, analysis paralysis,…


Marketing Agency vs. In-house Team: So Many Choices, So Little Time

By Anna Maria Virzi | September 30, 2016

“Insourcing and outsourcing decisions are more frequent, more strategic and more complex,” reads a Gartner research report, “Understand the elements for agile and effective decision making and strategy refresh.” That assessment, which dates back to a decade ago, refers to…