Thought Leadership Series
Brave New Moms
New research explores how technology is impacting family time. The study shows how brands can help moms make the most of the time they spend with their families.
Go Here Now
Discover seven hot spots to meet moms, who represent a $2.4 trillion market in the United States. These locations include social networks, mobile devices, and direct sales parties.
Winning Over Mom
Connecting to core values can mean big business. Find out how BabyCenter, Whirlpool, Procter & Gamble, and other brands are engaging with moms.
Game Changer
Local advertising on a national level is making a difference for big brands. It's predicted to pass the $100 billion mark in 2013, up from $91 billion in 2011.
Local Matters
The best way to win an audience is to communicate at the local level. There is a level of trust for the local broadcast stations that can’t be replicated nationally.
Mass Medium Unmatched
As TV continues to change and grow, the interactivity is becoming increasingly more important. It's time to reinvent the television station as the entry point for local media consumers.
The New TV Station: Today’s Local Media Content Provider
As viewers “opt in” to a broadcaster’s local media community, marketers can tap in to a number of advertising opportunities to reach active, engaged, and opinionated consumers.
Strategic Marketing Agency Management
Discover three important ways procurement can add value for their marketing stakeholders. A strong foundation of people, processes, and systems must be in place to support these key strategies.
The Agency Search Strategy
Finding the right agency is about more than who has the best creative. It can be hard to know if you’ve made the right decision, but if you hire the wrong agency, you’ll figure it out fast.
A Few Insights into Consumer Targets
Data from the GfK MRI Survey of the American Consumer provides insights on several target groups. These include Apple fans, political news junkies, young urban dads, and professional women.
Investing in Brand Targets
Learn about how the Martin Agency used consumer research in two client case studies. These case studies combine demographic research with media schedule evaluation.
Operating in the Era of Big Data
In the era of Big Data, successful brands need collaboration from their people and their marketing databases. Once the challenges around successful integrations have been conquered, the rewards can be sizable.
The Art of Storytelling
Experts in data analysis tell endless stories of companies that failed to see the big picture when it comes to interpreting their consumer data. A little creativity, they say, can make all the difference.
The Moving Walkway to the Digital Marketing Hub
Once a brand decides to address its enterprise challenges with a Digital Marketing Hub, three steps are in order. Develop a maturity model, clean up processes, and integrate creative.
The Next Big Thing
The Digital Marketing Hub is ushering in a whole new standard for engaging customers. It helps marketers solve several long-standing challenges including measurement, attribution, data and analytics, and tagging.
Too Much Data?
While the reams of new data can be difficult to manage, harvesting it can lead to more effective marketing campaigns. Learn how data analysis led to the "Green Line" campaign from Fidelity.
Charitable Mailings
A case study from the American Institute for Cancer Research shows that sending marketing and donation requests through the mail is still an effective strategy.
Direct Mail: You May Be Missing Out on a Powerful Tool
Mail volume might be down, but combining direct marketing with new media strategies has provided increased results. Get the top 10 direct mail best practices from the Direct Marketing Association.
Mail Drives Sales
Why integrate direct mail into our advertising? Short answer: it works. Case studies from Zappos, Dukky, and TruGreen show how mail is making a major difference in advertising and marketing campaigns of all kinds.
Digital Buying Trends
Brands are dealing with new and evolving consumer strategies along the path to purchase. Learn about how these trends are being successfully executed by marketers.
