Strategies

ANYONE WHO HAS taken Uber during a rainy rush hour has encountered surge pricing, where companies charge a premium when demand is highest. The practice has many advantages--boosting revenue and reducing congestion among them --but it can also alienate customers, who might object to a spike in prices just when they need the service the most. So, is surge pricing a good idea for companies?

Feature is now available for all English language users globally. Tweets from brands with active Twitter accounts are showing up in a carousel unit.

Twitter’s place in Google’s desktop search is now official. After about a month of testing, Google announced the news today, appropriately, with a tweet that Twitter quickly answered:

Offline events, conferences and more can be tracked and modeled along with online activities to understand sales impact from all channels.

Bizible is hoping to solve the now age-old problem B2B marketers have in understanding how event attendance and digital marketing work together to generate sales.

1. Marketing will become people-focused

In 2015, marketers will gain a deeper understanding of their brand’s audience — going beyond traditional demographics and segmentation to focus on individual people’s interests and preferences. 2015 will be all about creating and delivering the right content, for the right person, at the right time, every time.

2. Big brands will focus intently on content governance

In the perilous days of antiquity, palace sentries greeted approaching strangers with a sternly uttered, “Halt! Who goes there?” In today’s hypercompetitive business world, the sentry is more likely to be a vigilant secretary who politely inquires, “May I ask who’s calling?” Modern manners aside, a contemporary defender like the executive assistant is as ferociously territorial as his or her ancient counterparts.