User Research: Marketing’s Workhorse

By Anna Maria Virzi | November 16, 2017

Marketing leaders have many tools and approaches to understand users and improve customer experiences. One unsung hero is user research, a catch-all label for varied activities such as surveys, task-based studies, ethnographic studies and low/hi-fidelity testing. (My colleague, Simon Yates,…


CMO Spend Survey 2017-2018: Spotlight on Marketing Analytics

By Anna Maria Virzi | November 13, 2017

According to Gartner’s annual CMO Spend Survey, marketing analytics investments is the single biggest area of spend, representing 9.2% of budget in 2017. But as my colleague, research director Ewan McIntyre points out, it’s not clear that analytics efforts are…


Make 2018 the Year of Marketing Measurement

By Anna Maria Virzi | October 05, 2017

Marketers have moved past the long-running declaration, “This is the year of mobile.” Some are riding high today on the native advertising wave as others consider bailing on advertising. Meanwhile, others look to the future, anticipating marketing’s role with the…


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…