Customer behavior continues to evolve as digital experiences become woven into everyday life. People use digital maps to navigate the offline world, set their home thermostats from miles away, and ...

In classic marketing theory, distribution is one of the "Four P's" of the marketing mix, which refers to the core elements of Product, Price, Place and Promotion. Where you sell is sometimes just as ...

Just spoke at AMA Chicago BrandSmart about a favorite topic, reimagining your marketing channels. Using examples across media and formats, I shared how to about them differently. I started with email ...

Marketing channels have several key characteristics. Companies must properly match those characteristics with their products and customers when deciding on a distribution strategy. One consideration ...

In January, data lakehouse pioneer Databricks hired OpenText and Cisco Systems channel marketing veteran Ghassan Lababidi as the company’s new Global Partner Marketing Leader. Lababidi (pictured) ...

Jason Fernando is a professional investor and writer who enjoys tackling and communicating complex business and financial problems. Natalya Yashina is a CPA, DASM with over 12 years of experience in ...

What is cross-channel marketing? Cross-channel marketing allows businesses to interact with customers across multiple channels while providing a seamless experience. Unfortunately, most businesses ...

A lot of marketers will tell you that they’re “channel-agnostic” when figuring out where to put their spend. The idea is to deploy resources across various channels, see how they perform … and then ...

There is a need for businesses to use comprehensive integrated marketing campaigns that seamlessly connect channels with an impactful message. And when businesses use these campaigns, they see ...

A marketing plan turns choices into numbers, timelines, and owners your marketing team can ship. A well crafted marketing plan ties marketing strategy, marketing efforts, and business objectives to ...

In today's competitive environment, it's essential to establish strong relationships with potential customers, and multiple B2B channel partners help to achieve that. But what happens when companies ...