Beyond Virality: Understanding TikTok’s New Growth Patterns
At one time, TikTok was dubbed “the million-follower factory” for its ability to catapult new users to…
Browsing: Target Audience
Full-funnel contextual advertising is finally here, and we have AI to thank
Contextual advertising’s ability to tailor the content and placement of creative to appeal to target…
5 Reasons Your Brand Needs Its Own Spotify Playlist
A curated soundtrack will be music to your customers’ ears. With so many businesses competing…
Account-based marketing: It’s not what you think it is
Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in…
How 2020 has reshaped the future of marketing
Geraldine Teboul reflects on how 2020 has reshaped the industry. From the rise of video to…
WHY(ral) Content?
Word of mouth takes a little thing and turns it into a phenomenon, a viral…
Three Branding Assumptions to Avoid
Entrepreneurs are flooded with materials and advisors on how to develop an effective brand. They advise…
Developing the right brand voice and brand tone
Tone of voice is the way that you communicate your message — it dictates the…
Brand Relevance: How to Identify Untapped Opportunity
Is your brand relevant to the various audiences—customers, influencers, the media, others—you want to reach?…
Cultural Velocity: Five ways to make ideas move in culture
Stefan Burford, Global Chief Strategy Officer at Initiative, outlines five methods by which marketers can…