2020 CMO Predictions: Content Overload, Advocacy, Customer Data and Personalization Remain Top Priorities

By on December 12th, 2019

The new year is rapidly approaching, and marketers are on the hunt for more budget, stronger skillsets and new strategies to bring their ideas to fruition. With this in mind, PAN Communications presents its 3rd annual CMO Predictions campaign, designed to assess the industry landscape and provide marketers with a look at upcoming challenges and trends. This year’s campaign features over 20 leading CMOs and marketing influencers sharing their top…

How to Use Trademarks, Service Marks, and Copyrights in B2B Branding

By on November 27th, 2019

Trademarks, service marks, and copyrights all protect distinct creations. Whether you’re copyrighting a logo, trademarking a slogan, or branding an entire company, it’s important to protect your intellectual properties (IPs). Since B2B branding and marketing frequently involves the creation and use of IPs, knowledge of these concepts is especially important. Once you understand the basics, it’s easy to determine which protection is right for your needs. So, before you run…

4 Trends You Need to Know On Martech’s Evolution

By on November 26th, 2019

Technology should make life easier, not harder. So far, martech tools have delivered in both directions. While some tools empower marketing departments to accomplish more with fewer resources, many would-be miracle cures only lead to more headaches. Fortunately, martech has begun to mature. A few years ago, the landscape was doubling or tripling annually; last year, it grew by just 36%. As the dust settles, the arc of its evolution…

2020 Marketing Trends You Need To Know

By on November 25th, 2019

As we’re rapidly approaching the end of the year, it’s a great time to look ahead at where we’re going and the marketing trends we’re likely to see more of in 2020. I’ve already touched on how we can expect marketing to evolve on a strategic level, and in this article, I’ll be looking in more detail at some of the specific trends to look out for. Technology continues to advance at…

Hey Boomer! Want Gen Z Customers? Be Like Gen Z

By on November 19th, 2019

If you’ve read the news lately, you’ve come across Greta Thunberg’s name. Since skipping school to protest at Sweden’s parliament building in 2018, the 16-year-old Swedish climate activist represents the teen-led climate strike movement. Thanks to Thunberg and the millions she’s inspired, it’s become clear that young people view climate change as a defining issue of their generation. What’s less clear is how their demands will be enacted.  The Changing…

Why We Need To Learn How To Market The Businesses To Our Employees

By on November 18th, 2019

I can hear you now. “Isn’t making sure our employees are happy HR’s job? Why should my marketing team waste their time on marketing our business to our employees when there are potential customers out there?” you ask. Glad you asked. If you’re still thinking through the lens of last century’s way of doing work, stop. Silos—departmentalizing every task—is so yesterday. Collaboration is the key to success in today’s businesses. HR…

The Changing Role of Marketing in 2020 – Culture and Customer Experience

By on November 16th, 2019

I’ve talked before about why I believe that marketing has a marketing problem. Most people think marketing is just ads. People hate ads. Who wants to be sold to? There’s a reason that car salespeople and cold callers have such a slimy reputation. But here’s the thing – these salespeople have earned that reputation through underhand tactics and trying to trick people into buying something they don’t want or need.…

Why Marketing Should Lead Your Digital Transformation

By on November 11th, 2019
marketing lead digital transformation

We are living in a digital world. As a famous fictional alien group powered by technology might say: “Resistance is futile!” Like it or not, technology will continue to be an increasingly important aspect of running a modern business. The business leaders of today must embrace digital transformation if they’re going to stay competitive and make the most of the opportunities available to them. But what exactly is digital transformation,…

How Creative Marketers Can Get What They Need From Data

By on November 11th, 2019

Data and creativity have always been siloed, even in our own minds. You’re probably well-acquainted with the idea that our “left brains” are more logic- and data-focused, while our “right brains” house our creativity. The best ideas, however, require input from both hemispheres. The best marketing is no different. To be effective for its audience, creative marketing needs to be data-led—but the data deluge can be overwhelming. Marketers have to…

How to Build an Ad That Grabs Attention in 2 Seconds or Less

By on October 3rd, 2019

There’s a war brewing on our televisions. It’s not a climactic battle from “Game of Thrones,” but one between the companies providing the content. Streaming platforms from Disney, Apple, NBC, CBS, and HBO, among others, strive to plant a flag on the mountain that Netflix once peaked. And how will this battle be fought? With more and more competitors entering the fray, the essential strategy lies in capturing consumers’ attention.…