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Many teams still judge channel performance based on last-click results. That once made sense in a simpler search world where users moved quickly from query to website to conversion. But that model no longer reflects today’s behavior, and GA4 makes that gap more visible as AI-led search, multiplatform browsing and multimodal decision-making reshape the user […]

In 1997, Apple launched a campaign that became cultural gospel. “Think Different” celebrated the rebels, the misfits, the troublemakers. The ones who saw things differently. The ones who changed the world.  Apple understood something fundamental: the constraints that limited imagination weren’t real. They were inherited. Accepted. Assumed. And the people who broke through weren’t smarter

Thanks in part to its 2024 IPO, the social media platform Reddit is a hot topic in many circles, including marketing. That’s quite the accomplishment for a company that’s been around for 20 years, which in internet terms is the equivalent of having lived when dinosaurs roamed.  To help you understand the platform and determine

Marketers don’t need to rely only on the big-name martech stack. Specialized single-solution tools can deliver real wins in 2026. The tools below may not be household names, but each is designed to address a specific marketing challenge.  Here are six under-the-radar solutions that can help you in 2026 — and no, I’m not getting

ABM is a proven marketing approach that has been a viable option for targeting B2B brands (and their purchasing committees) for decades. CTV is one of the newer marketing channels around and adoption, especially for B2B brands, has been modest enough to stave off the rapidly inflating engagement costs of channels like Google, Meta and

For years, buying enterprise tools and tech followed a fairly predictable playbook. Enterprise buyers started their research on Google and consulted peers and colleagues. They downloaded content assets and attended events or webinars.  All of that activity put buyers on the radar of the vendors and put into motion their sales and marketing efforts.  AI

AI chat assistants are not being used the way many marketers expect. Instead of acting as shopping tools or search engines, they function primarily as support systems for cognitive tasks — writing, planning, analyzing and learning, according to a report by AI SEO agency Dejan. In 2026, optimizing for AI means understanding how users actually

We’ve updated this guide with information on LinkedIn’s new reserved ad format and the personalization and AI ad creation tools. Using LinkedIn personally is very different from using it for marketing. Fully understanding the business social media site can boost your marketing efforts, but there is a lot to learn. To help you, we’ve put

Most martech teams I spoke with this year admitted the same thing. They weren’t sure whether their stack was genuinely flawed or whether they never learned how to judge it. That uncertainty is the real source of friction. When people can’t distinguish between workable and harmful complexity, everything starts to blur. Features get duplicated, journeys

The holiday season of 2025 is one of the most psychologically complex shopping seasons we’ve seen in years. Shoppers are cautious. Budgets are tight. Brand trust matters more than ever. Yet beneath all that fragmentation, Google’s new Holiday Essentials 2025 report reveals something deeper. People aren’t just behaving differently. They’re thinking differently. If you’ve followed