Don’t Lose The Human Touch When Using Marketing Automation Tools

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. Automation tools have changed marketing forever and for the better. Artificial intelligence (AI) and machine learning innovations allow marketers to reach our customers more pointedly than ever.Continue reading »

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Measuring Experiential Marketing: Finding Tangible KPIs In Ephemeral Experiences

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes inContinue reading »

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