Perspectives

In 2012, when marketing research company Marketing Sherpa released its study of just how important social media is to marketing, 72% of marketers reported they had already recognized its value and were employing it to g

Business leaders constantly face challenges, and while some are a lot easier than others, there are plenty of difficult challenges out there. If someone wants to be a good leader, following the basic rule of being a lea

Recent studies have counted more than half a million active social media influencers on Instagram alone. That’s a lot of niche-specific clout. So, how should a marketing department choose to leverage the potential for b

Social media influencers are an important part of a digital marketing plan. Given the metrics and statistics, that statement should no longer be considered controversial. The plain fact is, influencers have become a val

We’ve heard about celebrity macro and micro influencers . And now, cultural influencers? When boxer Muhammad Ali refused to be inducted into the Army on April 28, 1967 because of his opposition to the war in Vietnam, he

Originally published January 2020. Updated June 2026. Twelve years ago I documented how non-state and state-adjacent geopolitical actors were retaining professional Western PR firms to shape American media coverage. Eve

The growth of influencer marketing is undeniable, and the industry is no longer limited to humans; from cats, dogs, and even rabbits, it seems like anyone can become an influencer in this multi-billion dollar industry.

Experienced marketers know what it takes to be successful but there’s much to be said about cross-channel communication and collaboration within many organizations. Learning and understanding how customers think, feel a

As more companies enter the shipping business, and more consumers demand faster shipping times, longstanding brands face greater logistical and financial challenges. For the past year, stalwart industry leader FedEx has

Originally published January 3, 2020 covering Russia's response to the WADA four-year Olympic ban. Refreshed June 2026 with the six-year state-level doping reputation arc. The World Anti-Doping Agency's December 2019 fo

The voice of the public can get loud in a hurry these days, especially on social media. A handful of influencers, or a few key people on Twitter or Instagram, and suddenly it feels like the world is against your brand.

There’s a line in that old traditional New Year’s song that says “should old acquaintance be forgot,” which is appropriate with the holidays behind us. Boston-based ecommerce company Databox recently surveyed 100 market