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Storyteller and data Why future marketers need to be part storyteller, part data scientist Posted on March 30, 2017

Knowing your audience is the name of the game in 2017 and beyond as marketers come to rely on data-driven insights more than ever before. Airfoil’s research and strategic planning manager emphasizes, “While experience is a key factor that makes a communicator a champion, skipping research in the first place is risky as you are […]


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Celebrating Success Research and data will be key to winning in 2017 and beyond Posted on January 12, 2017

Knowing your audience is the name of the game in 2017 and beyond as marketers come to rely on data-driven insights more than ever before. Airfoil’s research and strategic planning manager shares, “While experience is a key factor that makes a communicator a champion, skipping research in the first place is risky as you are […]


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Airfoil Group - While You’re Automating Your Measurement, You Can Still Track Value While You’re Automating Your Measurement, You Can Still Track Value Posted on June 19, 2014

Just now catching up on Contently’s new eBook, “The New World of Content Measurement: why existing metrics are flawed (and how to fix them).” I have to say I’m new to Contently—and so far, I like what I see. I’m in complete philosophical agreement that we’ve been looking at content all wrong. First point—I agree […]


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“Context” is the new “clutter.” Posted on January 9, 2012

Pushing products and services to the masses, “seeing what sticks,” and flooding the customer’s world with generic advertising were default (if not strategic) practices in a pre-digital era when marketers were limited in their ability to truly contextualize communications. But a progressive breed of shrewd marketers are poised to win big in 2012, replacing clutter […]


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