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Do brand politics impact consumer purchases? It’s complicated…

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A majority of consumers (63 percent), according to a new survey from SAP, say they prefer to purchase holiday gifts from brands that support specific social causes. This echoes earlier surveys that argue consumers increasingly want brands to take public social and political positions. The emerging consensus among marketers is ...

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Why You Should Think Twice about Writing How-To Posts…

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“Write what you know.” It’s an old adage you’ve probably heard before. And many bloggers and content writers have taken it very much to heart — myself included — and interpreted that advice to mean, “Write how-to posts.” I like to share what I know; I like to help people ...

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Changing of ESP? This is how to avoid disaster…

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There are quite some factors that have an influence on whether a marketer would want to change their ESP. It can be due diligence (such as looking for better pricing) or out of need (such as deliverability problems). In all cases, changing an ESP is something one should care about ...

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