New research offers a taxonomy that can help marketers choose the right partners and deploy them effectively.

It’s the sentiment, not the volume, of posts that matters.

When a company’s ads run next to fabricated articles, its reputation suffers.

Adidas CEO Kasper Rørsted explains how to align business strategy and execution during a shift in global consumer demand.

E-sports evolved from a hobby into an obsession, into a business — and now it is a full-fledged entertainment industry.

How I liberated myself from points and why it matters to your company.

In the era of social media and big data, maintaining consumer relationships is a lot trickier than it used to be.

Shelly Palmer, one of the world's leading digital-technology commentators, talks about the evolution of the entertainment and media industry.

The best consumer strategies start with knowing where and why people shop for your product.

The Pokémon Go craze may have faded, but it provides clues for retailers using technology to engage consumers.

Traditional marketing tends toward rigidity and long-range planning, but firms must break out of this framework to exploit unexpected, one-off events.

INSEAD’s David Dubois on how companies and their customers communicate in the digital age.

The use of humor in job listings posted on the Internet can grab people’s attention, but it may turn them off to the actual job and company being advertised.

Delving into comprehensive data on the world’s entertainment and media industries yields sharp insights into a future of eroding borders, changing behavior, and opportunities for growth.

The company’s top marketing executive describes the social network’s ambitious efforts to forge enduring and meaningful relationships — with employees, industry partners, and everyone else on Earth.

Entertainment and media companies can tap into many pockets of growth and opportunity. Our intensive analysis of five shifts roiling the industry can help you identify them.

Despite privacy concerns, businesses can benefit from including personalized information about potential customers in their email advertising appeals.

Companies can turn consumers into active online volunteers who offer consistently valuable input on existing and yet-to-be-designed products.

Companies rolling out social media marketing campaigns should keep their messages casual and general.

Capturing Attention – and Data – in a Digital Age

Marketers can use big data to improve their strategic efforts.

Balancing the immediate desire for personalization with a need to understand more than our immediate environment might ultimately offer the deeper reward.