Thought Leadership Series
Know Your Audience
Direct marketers are tapping the power of multicultural consumers. But in creating multicultural direct mail, marketers are always faced with the question: In which language do we print our pieces?
Marketing to Asian-Americans
Asian-Americans are one of the most prosperous and fastest-growing groups in the U.S. Here’s how — and why — more marketers should consider using mail to reach them.
The Color of Change
As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.
Size Matters
Mobile devices are not created equal, and tablets may be the future of digital advertising. Learn how advertisers can take advantage of the tablet era.
Tablet Magic
Marketers are creating new experiences to reach consumers. Brands including Toyota, Showtime, and IBM are reaping the benefits of their investments in tablet advertising.
Changing Identity
It’s a brave new world for brand design. Learn how Jet Blue, Method, and BMW have used design to create strong brand identities.
The Brand Refresh
Alan Marks, eBay’s senior vice president of global communications, chatted with Su Mathews, senior partner at Lippincott, about how the two developed eBay's new positioning and look.
The New Brand Steward
In today’s new media world, it’s impossible to simply message your way to strong improvement. Are CMOs primed to champion their brands?
A 360-degree Approach to Digital Music
Research shows that radio listenership is higher now than it was in 1970. Digital enables radio to seamlessly extend its reach by delivering the content listeners want to whatever device they’re using.
Taking a Stand
Expanding your brand’s footprint doesn’t mean walking away from it. Learn how Allstate, Clear Channel, and Ben & Jerry's evolved while staying true to the brand.
CMOs Seek Solutions
The CMO Club surveyed 170 chief marketing officers in August 2012 on their digital video plans and the impact on 2013 TV upfronts and broadcast media investments. Learn how CMOs are shifting their investments and directing their agencies.
Context Matters
All media exist alongside and in the context of the others. The sooner a consumer-centric media model prevails over the current and historic media-centric one, the sooner brand marketers can take full advantage of the “anytime, anywhere” reality of today’s media ecosystem.
Digital Place-Based Media Is Everywhere Engaging On-the-Go Consumers
Digital place-based media (DPb) is among the fastest growing media sectors today. For the first half of 2012, DPb media grew by 11.8 percent — more than six times the rate of total measured ad spending.
The New Perspective
Learn about how social, mobile, and digital place-based advertising are converging — and what it means for marketers. Jack in the Box provides an example of successful digital convergence.
Redefining Performance for the 21st-Century Brand
The four Cs of a customer-centric brand (customer experience, competency, commitment, customer intelligence) are helping companies overcome challenges and make the most of their resources and data.
Standing Out
Companies are rethinking brand differentiation for competitive advantage. Standing apart from the immediate competitors should be one of the basics of modern marketing, advertising, and branding.
What’s In Store for Customers
Analytics help Macys.com engage customers and save the brand $500,000 annually. To more effectively measure the impact of its online marketing initiatives on store sales, Macys.com increased its analytical capabilities with a data mining solution.
Beyond the Coupon
Mobile campaigns can cut through the clutter and offer more than just discounts. Learn about how brands, including JCPenney and Target, are marrying social and mobile marketing during the back-to-school season.
Changes in Latitude
Mobile devices have changed consumer behavior — and advertising. Mobile offers advertisers unprecedented location-based targeting capabilities and makes it possible to effectively reach consumers.
On Target
Brands are using mobile marketing to reach the right customers, in the right place, at the right time. A variety of mobile tactics are being used including behavioral, location-based, demographic, and contextual targeting.
