digital marketing
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One Brand Took Years to Build Trust in a Taboo Category. The Other Lost It in 24 Hours: What TENA and Pepsi Reveal About the Real Determinants of Marketing Success
Pepsi had the bigger budget, the bigger celebrity, and one of the decade’s most public brand failures. Continue reading
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The Influence Your Analytics Can’t See: Measuring Dark Social’s Impact on Offline Retail Sales — and What Brands Should Do About It
Most consumer sharing happens in private channels that analytics record as direct traffic — or miss entirely when the purchase happens offline at a retail partner. Continue reading