Author: mcourse

As Facebook’s organic reach plummeted below 5% for business pages in early 2019 (Social@Ogilvy), savvy marketers began migrating to private communities. Platforms like Mighty Networks, Discord, and branded Slack groups...

In the first part of this series (published January 2018), we critically examined the prevalent reliance on “SLRVVs” – Shares, Likes, Reach, Views, and Visits – as primary indicators of success in social media...

As 2018 drew to a close, forward-thinking marketers were embracing predictive analytics to gain a competitive edge. Powered by AI and machine learning, these tools could forecast customer behavior with 80-90% accuracy...

By Q4 2018, Black Friday had become a global phenomenon, with $6.2B in online sales in the U.S. alone (Adobe Analytics, 2018). However, increased competition and shopper fatigue forced brands to innovate beyond simple discounts....

As social media platforms matured in 2018, marketers discovered viral success wasn’t random – it was psychological. That year, campaigns like Spotify’s “2018 Wrapped” and IHOP’s temporary...