Is your marketing department optimizing all online customer touch points? If not, your team may not have the skills necessary to do the job.  Here are the five top skills the right talent requires to drive these sophisticated digital marketing initiatives.

What if, instead of focusing on getting the immediate conversion from key prospects, a social media ad campaign served a set of creatives sequentially to tell the brand story and lead viewers through the marketing funnel before going for the hard sell? A new study shows that a sequential story-telling social media ad campaign can outperform a typical campaign in which each ad is designed to generate an immediate conversion.

It was a sparkling idea: run a campaign that exchanges logos on bottles of Coke with popular names of tweens and teens, like Paige, Justin and Lauren. The campaign, Share a Coke, has exploded on social media, especially on Instagram where people are posting pics with their self-named bottles. Get the details (and metrics)!

This article discusses the challenges associated with marketing silos, long a thorn in the side of truly effective cross-channel marketing. It outlines five ways to break down those silos for a more effective marketing team. An infographic and white paper help explain what every CMO needs to know.

Facebook will embark on a deal with Nielsen to share age and gender information on Facebook users who watch a TV show on a wireless device bringing the art of audience measurement into the digital age. The idea is to help marketers create better-targeted, more-efficient advertisements and promotions.

We all think it. We all fear it. Yet, Pfizer is putting the “fear of getting old” front and center in a new socially driven campaign to reintroduce itself with a steady stream of consumer engagement. The campaign refocuses the 2012 program “Get Old” by introducing the hashtag #FOGO and additional social content.