David C. Edelman

When the funnel metaphor reigned, communication was one-way, and every interaction with consumers had a variable media cost that typically outweighed creative’s fixed costs. Management focused on “working media spend”—the portion of a marketing budget devoted to what are today known as paid media.

This no longer makes sense. Now marketers must also consider owned media (that is, the channels a brand controls, such as websites) … [ Read more ]

Four Ways to Get More Value from Digital Marketing

Companies that make the deep strategic, organizational, and operational shifts required to become effective digital marketers can not only make themselves more agile and productive but also accelerate revenue growth.