We've written 60 articles about trends & analysis

Here’s Why Marketers Have a Planning Problem

“People don’t read advertisements. People read what interests them. Sometimes, it’s an ad.” — Howard Luck Gossage Advertising innovator Howard Luck Gossage must have had an eye to the future when he made this observation in 1986. Read More

11 Charts That Explain the Future of Marketing

A couple years ago — and many beautiful slide decks later — we came to the realization that marketers liked charts. Read More

Unplanned Marketing

Alexa, who ran the first TV ad in the US? Wikipedia ended up answering this, unfortunately, not Alexa (yet): The first television ad was broadcast in the United States on July 1, 1941 over New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. Read More

Customer Satisfaction Isn’t a Short-Term Play

There’s little disputing that customer satisfaction is critical to brand growth. In fact, when you look Interbrand’s top 10 list of brands that are consumer-facing and compare them with the University of Michigan’s American Customer Satisfaction Index’s benchmarks, nine of them beat the industry average, and they consistently come in at the top of their respective industries. Read More

TV is Not Dead, and Here’s Why

“Human beings are to independent thinking as cats are to swimming. We can do it, but we prefer not to.”   – Daniel Kahneman, behavioral economist  That doesn’t mean we’re inherently lazy. Read More

Why the 2016 Presidential Election is Pitting Brands Against Politicians

The Iowa Caucuses are just around the corner and the American voting public is witnessing a unique phenomenon in 2016 — A national election cycle that is breaking spending records in advertising yet failing to produce return on campaign’s media budgets. Read More

Why Content Creation Will Make or Break Brands in 2016

Marketers are increasingly becoming trapped between a rock and a hard place. If you want to get noticed on traditional channels, your audience is shrinking. Read More

The Cost of Creating Marketing [Infographic]

At the end of 2015, Percolate launched a research project to study non-working spend — essentially, the cost of creating media and marketing content, as opposed to the cost of distributing it on channels like TV or social. Read More

Calculating the Cost of Marketing

Let’s say I have $1,000 to advertise my new lemonade stand. I know I want some great photos branded with my logo along with some persuasive copy. Read More

Marketing ROI: Is There Such a Thing as Too Much Optimization?

The digital age has generally been kind to marketing and advertising. There’s next to no denying that our toolkit, newly bolstered by online channels and data analytics capabilities, has shifted Marketing closer to the forefront of the organization. Read More

How to Communicate With the World’s New Mobile Customer

A version of this article originally appeared in the Harvard Business Review. When globalization gathered momentum among multinational businesses in the 1980s and 1990s, the mantra “think global, act local” was embraced by marketing executives looking for a system to align brand strategy with local market implementation. Read More

Six 2016 Trends We’re Looking Out For

You can’t be a marketer without also being a forecaster. That’s tough in the digital age of complex customer journeys, when change is rapid—but that same environment makes it all the more important to identify the driving forces that will impact the decisions we make and how we execute them. Read More