Forbes contributors publish independent expert analyses and insights. I write about modern marketing, creative ideas and evolving careers. Just spoke at AMA Chicago BrandSmart about a favorite topic, ...

Marketing channels, such as distributors, wholesalers and retailers, provide your business with three kinds of functions: buying products for resale to customers, distributing products to customers ...

Horizontal and vertical marketing conflicts involve disagreements among businesses in a marketing channel. A marketing channel is how a product moves from its manufacturer to the consumer. Channels ...

Cross-channel marketing can help small businesses boost sales and improve customer engagement, retention and conversion rates. By centralizing your customer data into a single source of truth, you can ...

A lot of marketers will tell you that they’re “channel-agnostic” when figuring out where to put their spend. The idea is to deploy resources across various channels, see how they perform … and then ...

Right now, YouTube marketing has become even more important with all the changes happening in the current digital landscape. What is also important is keeping up with trends and strategies to ensure ...

There is a need for businesses to use comprehensive integrated marketing campaigns that seamlessly connect channels with an impactful message. And when businesses use these campaigns, they see ...

So, you’ve probably heard the term ‘Integrated Marketing Communications’ thrown around. It sounds fancy, right? But really, ...