Learn how the advertising-to-sales ratio measures campaign effectiveness, its calculation, and why it's vital for assessing ...

Eric Goodstadt, CEO of UpSwell Marketing, has seen this pattern repeatedly across the thousands of local businesses his team ...

Forbes contributors publish independent expert analyses and insights. Melissa Houston covers financial issues that affect women in business. Running a small business involves managing various critical ...

Big data and AI are enabling perhaps complete optimization of ad delivery. But in doing so, is it impacting the ultimate effectiveness of advertising itself?

For decades, marketers have been chasing the holy grail of marketing – the perfect ability to get the right ad to the right ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. As businesses continue to ...

In marketing, 'creative impact' was once too subjective to measure. But with modern AI solutions, creative efforts can now be effectively analyzed. As part of The Drum's Creativity in Focus Deep Dive, ...

Transit advertising has become one of the most effective and affordable ways for brands to gain massive visibility in busy ...

Google Ads is a platform where you pay to display business ads potential customers will see when they search for relevant terms on Google platforms. Google Ads (formerly known as Google AdWords) can ...

A well-crafted marketing strategy helps to define a clear path to business growth and acts as a guide for organizational decision-making. A product strategy is at the heart of the marketing mix and ...

When social media first entered the scene in the early 2000s, it may have been easy to dismiss the likes of Facebook as a fad or a passing phase. However, as Facebook transformed from an idea ...

Nonprofit advertising has transformed dramatically over the past decade. What once relied on simple donation appeals now requires sophisticated digital strategies that compete for attention while ...