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Mat is a senior partner and marketing practice leader at a global growth consultancy, with a background in creative and digital leadership. He has written thought leadership, essays, memoir for publications including AdAge, Forbes.com, The Bark, Chelsea Now, eContent, Digiday, MarketingProfs, The Forward as well as his own memoir Bronze Seeks Silver: Lessons from a Creative Career in Marketing. He is the host of two award-winning podcasts: Rising, about marketing careers, and Cidiot: Learning to Live and Love Life in the Hudson Valley.
Two of Prophet's partners lay out the themes that emerged from its survey of 500 marketers and in-depth interviews with 25 brand, experience, and marketing leaders. What they found is more and more marketing experts understand the need to balance brand and demand campaigns, and why the two need to be integrated to be successful.
The 8 essentials of a successful marketing plan that organizations should keep in mind this planning season. Learn more about how Prophet can make planning easy for you.
Doing more with less in marketing can increase impact, build resilience, and pave the way for meaningful long-term growth. Take these six steps to navigate with constrained resources in tough times... and emerge stronger.
Mat Zucker is co-lead of the global marketing practice at Prophet, and has helped brands including Johnson & Johnson and CIT Group launch their first podcasts. He also produces two award-winning shows: Cidiot, about moving from the city to the country; and Rising, conversations with marketing leaders on the way up, with Direct Agents.
The opportunities for podcasts as part of your marketing are many, from building awareness in a relevant adjacency through podcast ads to serving loyal fans with a unique and proprietary show. An emerging area less visible in the market is internal podcasts.
If you're seeking a gold rush, look no further than the growth of e-commerce. Driven by digital transformation, accelerated by economic shifts and the coronavirus, e-commerce retail sales continue to rise in nearly every category globally. This creates more than billions of dollars in revenue for companies; it creates thousands of great jobs for ambitious people.
Digital ad budgets are now a majority of total ad spend. Spend on marketing technologies keeps rising. More than half of marketers have a transformative initiative underway to make marketing more digital. We all know and see the digital shift. But I still get asked what exactly is a digital marketing strategy, especially versus a broader marketing strategy.
If you track digital marketing trends, you probably have noticed the shift of velvet rope communities to online spaces, where specialists or people with common interests can network, share, learn, and, well, network. Our own industry is no exception to this.
This is not advice on writing a LinkedIn profile or choosing a platform for your portfolio. With nearly 30 years across marketing in creative and strategy roles, what I can share is the strategic toolkit for how to market and present yourself. There are eight components.
Today's marketers often feel like they're working in patchy fog. Is this a recession, or is a soft landing just ahead? Will "do more with less" be the corporate mantra for a few quarters-or the foreseeable future? The practical answer is that we don't know.
By Thomas Anderson, Sarah Mier, David Novak and Mat Zucker A new wave of détente is developing across corporate marketing departments. And those who are collaborating well are finding it a critical component to unlocking value and revenue growth.
By Mat Zucker published April 6, 2018 Content is a brand's currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it's bringing brands closer to their customers. But to succeed, company-driven content needs a more strategic approach that rebuilds a brand's foundational and experiential elements.
Within just a few months living in New York's Hudson Valley, we stopped buying our eggs anywhere but Sawkill Farm down the road. "Your eggs are better than anyone's," I told Kallie who runs the store and who moved from Brooklyn not long ago herself.
I've been working in the digital sphere since 1994, so like most marketers, I've seen new channels constantly emerge and quickly dominate- web, podcasting, social, chat, apps. What is far less obvious is how channels themselves have changed in both our expectations for them, and their potential for brands.
Three years ago, I double-shifted a career change - from agency to consulting, and from creative direction to strategic advisor. While the move "upstream" (as I've heard it called) into consulting wasn't as jarring, as say, starting a business or becoming a farmer, the day-to-day job is quite different from my days as a copywriter or creative director.
I've been writing website copy since I started out at FCB in 1994. One of my earliest assignments was for Nabisco, which became one of the first brands to launch a corporate web site. For the creative concept, we decided to turn the digital experience into a virtual town you could explore.
In her two-year life, our Shepherd/Labrador mix, Nora Ephron, has already enjoyed a rich, diverse set of friendships. In addition to her weekday playgroup in the city, weekends in the country connect her to an array of species far beyond canine.
As content competes with advertising as a business and marketing tool, commercial writers (like me) are seeing shifts in the skills that we need to keep our work relevant. Copywriting, especially in the context of advertising, has been one of the most storied and influential creative roles in marketing.
Dear Web User, My name is cleverphrase.com, and I've been live on the World Wide Web since June 22, 2007, 12:00 a.m. EST, although my unique visitor numbers trailed off on August 30, 2007 when the paid media campaign ended.
We don't have to wait for the 2010 Census results to know our numbers aren't good. Will the Jews still be 2.2% of the U.S. population? Maybe 2.1%? Or 1.9%? I was just in Israel and saw dozens of Birthright trips, but at best, they only slow down the decline in our numbers.
Plenty of folks are using AMC's "The Pitch" to debate the merits of how new business in our industry is won. To adequately review the show, the better question to me is what is our motivation to watch? Is it a show that we should study- or simply an escape to enjoy.