When keyword poaching pays off

Competitive poaching refers to the practice of bidding on advertisements for a competitor's search terms, in order to poach customers searching for that brand. It's a common tactic in the world of digital ads, but does it work? The…

Smart branding

It's a curious balance between celebrities and brand endorsements. What responsibility should a public figure bear when promoting a brand? There is a sensible side to this argument, which is that celebrities as influencers should avoid…