Marketing Maestros Archive
January 2012
Silos Challenge Integrated Marketing Excellence
Posted: Jan 30, 2012 12:00am ET
By Bill Duggan, Group EVP, ANA
A key challenge to the successful planning and execution of integrated marketing programs continues to be the existence of functional silos inside a company. However, progress seems to have been made.
Combe’s Tom Cunniff on Why Social TV Matters
Posted: Jan 30, 2012 12:00am ET
By Ken Beaulieu, senior director of marketing and communications, ANA
For an increasing number of consumers, watching television has gone from a passive activity to a truly social one. With just about any mobile device in hand, they are able to rate, comment on, and participate in select TV programming and chat about their favorite shows with friends through social channels — all in real time.
Measure What Matters for Integrated Marketing
Posted: Jan 20, 2012 12:00am ET
By Bill Duggan, Group EVP, ANA
There’s a line in this business that goes something like, “What matters get measured and what gets measured matters.” In ANA’s latest integrated marketing survey we asked two questions on performance review measurements:
The Rise of Content Marketing
Posted: Jan 13, 2012 12:00am ET
By Ken Beaulieu, senior director of marketing and communications, ANA
Marketing departments are morphing into publishing organizations right before our eyes. To help feed consumers’ insatiable appetite for high-quality, emotionally compelling content across channels, some major brands are creating in-house editorial teams akin to media companies. This shrewd approach allows these brands to effectively tell their “story” in a more authentic, credible way — through white papers, article postings, podcasts, blogs, videos, and other tactics.
Ashley @ the Foster City Marriott
Posted: Jan 10, 2012 12:00am ET
By Bill Duggan, Group EVP, ANA
It's fashionable in blogs like this to write about negative consumer experiences rather than the positive. The negative examples often are much more compelling to read! I've taken that path in past blogs on transparency in pricing and tipping. But just recently I had a very positive experience that I'd like to share.
Airline Fees Becoming More Transparent
Posted: Jan 4, 2012 12:00am ET
By Bill Duggan, Group EVP, ANA
I blogged just yesterday about transparency in pricing and in my post-holiday email clean-up came across a relevant article from The New York Times (December 26, 2011).
The marketing supply chain needs to link up.
Posted: Jan 3, 2012 12:00am ET
By Harold S. Geller, Senior Vice President, Cross Industry Workflow, 4A’s and Managing Director, Ad-ID
We have all heard the phrase, “A chain is only as strong as its weakest link.” Truth is, in the current marketing supply chain weak links abound! To successfully create a supply chain which transforms an antiquated linear view to the more apt supply web which a more three dimensional network of partners.
Transparency in Pricing
Posted: Jan 3, 2012 12:00am ET
By Bill Duggan, Group EVP, ANA
I was in NYC for a recent holiday weekend outing with my family – the tree at Rockefeller Center, St. Pat’s, a little shopping.
