Janette Novak is a freelance journalist and consultant who specializes in teaching online business and small business marketing. Previously, Janette owned a boutique marketing agency and served as a ...

I think it’s rare when someone sticks to the career they started with when they entered the workforce. It’s certainly not the case for me, as I’ve bounced around a bit between sales, marketing and ...

The digital surge during COVID-19 accelerated the introduction of direct-to-consumer CPG brands selling online, but three interlocking trends could hobble their continued growth. One is simple ...

An appealing marketing strategy for a company is to launch a brand-new product into the market. Such a product defines a new category or it's a totally new application of some prior product. To help ...

Discovering a product is only the first step. Marketers need to help prospects and customers find new ways to obtain value. Every startup needs to be discovered. It's the reason for the existence of ...

Digital Product Passports (DPPs) are set to transform retail by linking every product to a verifiable digital identity.

Researchers have found that including the words “artificial intelligence” in product marketing is a major turn-off for consumers, suggesting a growing backlash and disillusionment with the tech — and ...

Marketers have long used science claims to sell consumer products ranging from shampoo to sound systems. But new research shows that if the product being sold is associated with indulgence or pleasure ...

Today’s healthcare IT product marketing leaders face a dual challenge. First, the digital flood of emails, ads, and webinars ...

In the AI era, marketing faces a credibility crisis driven by years of overpromising and underdelivering, leading to skepticism. In this guest commentary, Shafqat Islam of Optimizely writes that to ...

Answer: We can illustrate the problem you face by trying to answer the following real-life questions: Can Sony position the Playstation 2 as a computer, with game characteristics, rather than position ...