Melissa Levy, president of experiential marketing agency Sparks, explains the channel’s rise and how marketers can navigate ...

Often heralded as a back to basics marketing approach, experiential marketing is in fact well suited to the needs of the modern consumer. For both Gen Z and millennials, there is a greater emphasis ...

Experiential marketing is an approach that many top brands have adopted. As a result, a vivid example that comes to mind is one from Felix Baumgartner and Red Bull. Throughout the years, Red Bull has ...

Brands want to keep consumers around — and consumers want to know that brands have their best interest at heart. But fostering this relationship has proven to be all about creating valuable ...

Marketing isn't as simple as putting out a bunch of ads for your small business. Marketing plans require multiple tiers and approaches to achieve maximum effectiveness and to attract the most ...

“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 ...

Here’s how your brand can plan and create successful experiential marketing events and how these events can significantly boost your ROI. Defining experiential marketing events Why experiential ...

The landscape of retail today has moved past just the allure of in-store promotions. With recent developments in Amazon and other monstrous e-commerce platforms, retail marketing has become less about ...

In a world where consumers are more likely to shell out for concert tickets than buy their favorite band's merchandise, there's no doubting the power of experiences. Consumers today want a brand they ...

Anyone who's been watching marketing industry trends over the past few years will have noticed a shift away from traditional advertising toward what some believe to be a "new" sector of marketing: ...

A business brand is an identity, a marker that sets business products and services apart and is easily identified through logos, messages, colors and treatment of customers. Brand activation is one of ...