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Cultivating an active social audience is good for business, but these five pitfalls should be avoided when investing in social media activations and campaigns.

Brands have been slowly leaking more info on their Super Bowl campaigns, and Chief Marketer is bringing readers a weekly update of what’s happening across all things Super Bowl marketing. Check out this week’s latest headlines here.

Lists featured this week include American Association of University Women Donors and Stirista.

Brands may be missing the mark when marketing to women. Tania Haigh, a former McDonald’s marketer, shares insights as the founder of Magnolia Insights.

Product brands need to empower their retailer partner with the strategies, tools and tough love they need to become local marketing champs.

2014 was a breakout year for brands using video to drive engagement and conversion, and in the race to develop content that engages decision makers, video must be a significant part of marketing strategy moving forward.

According to Adobe Digital Index, Bing search results are driving higher-quality traffic to sites compared to Google, and retailers are getting higher revenue-per-visit from Bing.

Statistics culled from the past year show that consumers are in control of the purchase cycle and are doing more research online before making purchasing decisions, and successful marketers are providing them with content to support these trends.

On any given day, consumers and professionals have oddles of webinars to choose from. How do you get them to sign up for—and then actually attend—your event?

Understanding your target audience’s needs and delivering what they want is more important than ever for marketers.