Blog - Marketing Strategy

As AI makes competent digital content cheaper and easier to produce, something else is becoming more valuable: experiences that require people to give you their time and attention. Jonathan Bone looks at why marketers are putting more money into the least scalable thing in marketing, and what that shift should mean for your next marketing plan.

Marketing in regulated industries means answering to multiple regulators at once, and the penalties keep climbing. Get a cheat sheet of the consent, disclosure, and recordkeeping rules across FTC, HIPAA, FINRA, CAN-SPAM, TCPA, GDPR, and 19 state privacy laws before your next launch.

Your attribution model was built for e-commerce, not regulated industries. Learn why compliance rules break traditional tracking, why your highest-trust channels go uncredited, and how marketing mix modeling and incrementality testing finally give you a measurement approach that fits.

Marketers in highly regulated industries face the same growth challenges and expectations as their peers in other industries. However, they navigate those challenges with increased complexity and risk. This guide explains how you can move your organization from reactive compliance to a proactive strategy.

You can’t out-perk a trust problem. Try as many brands might, they can’t seem to get past building their loyalty strategies around symptoms of the deeper issues they’re ignoring. This reactive approach leads to pouring money into the same three “fixes”: richer loyalty perks, sleeker UX updates, and shiny new branding. In this edition of Plain Talk, we’ll explore the main reasons why your customer loyalty strategy is failing and what you can do about it.

As long as the marketing industry has existed, it’s been the case that when global financial disruption strikes, marketers must pivot. Those pivots represent challenges, but they’re also opportunities for brand leadership and differentiation. In this edition of Plain Talk, we explore how marketers can take a disciplined, strategic approach to budget planning in the face of global tariffs and economic uncertainty.

Most organizations don’t write marketing requests for proposals (RFPs) very often, and that’s understandable. When you do, it usually means your business is facing a moment of change. Whatever the reason, the goal is the same: to find the partner that can help you move your brand forward. However, sometimes that’s where the trouble starts.

Because most teams are unfamiliar with the RFP process, they often write documents that are too vague, too rigid, or too focused on the wrong things. In this edition of Plain Talk, we’ll share some practical steps to help you write better marketing RFPs—the kind that lead you to the right agency partner.

In this edition of Plain Talk, you’ll learn how to work more effectively with your marketing agency. We’ll go over how to kick things off with clarity, communicate without confusion, and build a partnership that gets better over time. On your mark, get set, let’s go!

From start-ups to mature companies, mom n’ pops to multinationals, every product or service should have a marketing strategy. While surprisingly there are many definitions of strategy (and tactics)—some good, some not so good, we can all agree that when marketing is working, there will come a time when your strategy will need to scale to keep your business ahead of competitors. In this edition of Plain Talk, we’ll dig into how marketing strategies must scale to support (and keep up with) your brand and, more importantly, how to recognize the signs when it is time for a change.