Posted: Apr 6, 2011 12:00am ET
When thinking about brands and brand building, how do you carve out your brand’s niche in a highly competitive market? It is important to understand that positioning and segmentation are imperative. No matter how big your brand is, your organization must work with your creative agencies to create the positioning that allows you to differentiate yourself in the marketplace.
Posted: Mar 25, 2011 12:00am ET
Over the years, privacy has been on top of consumer’s minds because of fears of identity theft and the corrupt use of private information. Recently, advertisers have been plagued with accusations of infringing on the privacy of online consumers. Since it is true that advertisers collect data from consumers shopping online, we have created the “Principles for Guiding Responsible Online Behavioral Advertising.”
Posted: Mar 18, 2011 12:00am ET
Years ago we thought the birth of digital marketing would allow us the opportunity measure marketing data easily. What happened after was, through digital, we have accumulated a lot a data to measure but not necessarily the consensus we need to measure it well. It is this lack of accord that has distracted us from truly understanding the impact of our digital marketing efforts.
Posted: Mar 7, 2011 12:00am ET
Year after year, marketers have struggled with this seemingly age-old question: What is integrated marketing, and how do we do it? More importantly, how do we do it well? I define integrated marketing as the ability to deliver a singular, refined message through multiple channels. Accomplishing this is no easy feat, however, because so many platforms are available and messaging gets lost in the shuffle.
Posted: Feb 16, 2011 12:00am ET
Measurement is paramount to the context of marketing accountability, and now the forces are coming together. At the ANA's TV and Everything Video Forum, Nielsen announced its endorsement of Ad-ID as the universal code and common identifier for measuring digital assets and providing brand specific commercial ratings. With Ad-ID, we will now be able to provide measurement more efficiently and productively.
Posted: Jan 6, 2011 12:00am ET
It's 2011 and we need to start off on the right foot. Today I am going to talk about the top 10 industry imperatives for 2011 including areas like self-regulation, marketing diversity, measurement, and advertising taxes.
Posted: Dec 7, 2010 12:00am ET
Listen to highlights from some of the top marketers in the industry that spoke at the recent 2010 ANA Annual Conference — The Masters of Marketing. Today I am going to talk about the key takeaways from this years presenters like Marilyn Mersereau, Keith Pardy, Laura Desmond, and more!
Posted: Dec 2, 2010 12:00am ET
What took place at this year's annual conference? We had industry leaders talk about what is driving brand growth and how they are growing the brand through the various marketing channels. Today I will give you some of the key takeaways from the 2010 ANA Annual Conference – The Masters of Marketing.
Posted: Oct 11, 2010 12:00am ET
Marketing effectiveness increases substantially when it is fully and completely accountable. In order to do so, we need fully accountable measurement systems. Today I want to talk about the measurements that guide industry decision-making.
Posted: Sep 27, 2010 12:00am ET
Marketing is often the source of great innovation. Think about the great innovators over the course of time, like P.T. Barnum, Henry Ford, and Martha Stewart. Today I want to go into detail about how some of these innovators have changed American culture.