Customer Relationship Building & Management
Novartis: Digital Marketing in the ROI Age
Marketers face increasing pressures to achieve acceptable return on investment and prove business value in their strategic development processes. Julie Collins, director, digital marketing, Alcon Laboratories, Novartis, discussed how to answer key questions from C-level executives and demonstrate credibility through financial viability for digital marketing strategies.
Wheat Thins Builds an Integrated Campaign with 140 Characters
Jim Low, senior marketing director, Kraft Foods, Inc., discussed the strategy behind Wheat Thins' integration of digital and social media with more traditional marketing and the behind-the-scenes of the execution of "The Crunch is Calling" campaign.
Growth Is Not the Strategy
Profitable growth results from a focus on improving customer value. Learn how executives connect the redefinition of customer value to social media and metrics.
That Was Easy
A case study from Staples shows how the brand increased campaign response rates. Staples is analyzing the purchasing patterns of its core customers and targeting them with relevant, profit-generating offers.
The Changing Role of CMOs
Today’s marketing leaders must create consistent, personalized customer experiences. CMOs from Procter & Gamble, Zappos, and Nike share how they connect with consumers.
Marketing as a (Customer) Service
Joseph Jaffe, author, Flip the Funnel: How to Use Existing Customers to Gain New Ones, discussed how the role of marketing has shifted to one of collaboration, partnership and unification through a renewed focus on customer service.
Marketing as a (Customer) Service
Joseph Jaffe, author, Flip the Funnel: How to Use Existing Customers to Gain New Ones, discussed how the role of marketing has shifted to one of collaboration, partnership and unification through a renewed focus on customer service.
Final Say: What's Your Action Brand?
Marketers must find ways to combine purpose with action to make their brands more meaningful. By turning brand values into brand action, you build not just a brand, but an “action brand.”
Accenture: Social Media/Social Commerce
Kelly Dempski, Director, Accenture Technology Labs, discussed the importance to organizations in building a social commerce capability roadmap to navigate the increasing socialization of commercial transactions.
Accenture: Social Media/Social Commerce
Kelly Dempski, Director, Accenture Technology Labs, discussed the importance to organizations in building a social commerce capability roadmap to navigate the increasing socialization of commercial transactions.
Key Findings Report: The Importance of Building Emotional Connections
This ANA survey finds that while marketers believe ads should focus evenly on rational/functional and emotional benefits, in reality brands focus more heavily on rational/functional benefits. The survey also explores the areas that constitute an emotional connection with a brand.
Panel Discussion: Can Authenticity and Marketing Be Friends?
A panel of industry experts, Brian Hunt, senior creative director at Yahoo!, Kevin Roddy, former chief creative officer at BBH New York and chairman of The One Club, Rosemarie Ryan, co-chief executive officer of Co Collective LLC, and Steve Wax, managing partner at Campfire, discussed how creativity impacts authenticity in marketing.
Kimberly-Clark's U by Kotex® Campaign
Deborah Hannah, integrated marketing planning director, Kimberly-Clark Corporation, shared a case study on the U by Kotex® brand campaign.
Driven to Succeed
Ford’s Jim Farley helps the resurgent automaker get its message out. Adversity has forced the brand to be a stronger, leaner, more agile, and aggressive company, with a renewed focus on the customer.
Mars' Amanda Zaky on How to Leverage User-Generated Content
Amanda Zaky, manager of interactive, integrated marketing communications group, Mars U.S., and Lauren Nodzak, public relations manager, Mars Snackfood U.S., discussed the M&M's Most Colorful Contest and the social media efforts behind it.
Final Say: Time to Reconnect
Honest, personal communication is the key to building customer trust. In a post-Recession environment, brands have to work hard to regain the confidence of consumers.
Winning Hearts, Minds
Marketers who embrace the five tenets of customer-centricity gain engaged, loyal brand advocates. Read about how Procter & Gamble, Best Buy, and Charles Schwab found success by building close relationships with consumers.
Attention CEOs
Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.
Creating a Seat at the Table
Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.
Strengthening the NFL Brand Through Integrated Brand Initiatives
Jaime Weston, director, brand management and integration, National Football League, discussed how the NFL develops a strong emotional brand connection with their consumers.
