Engagement
Discover Listens to Card Members to Find the Key to Customer Loyalty
Larisa Drake, vice president, marketing, Discover Financial Services, and Jennifer Murillo, vice president, brand communications, Discover Financial Services, discussed how Discover used mass communications to achieve customer engagement.
Contributing to a Greater Good
Learn four key steps to becoming a purpose-driven marketing organization and turning consumer research into an engagement tool and a force for good. This gives consumers a positive reason to share their attitudes and beliefs with a brand.
Social Media Metrics: Listening, Understanding and Predicting the Impacts of Social Media on Your Business
In this research brief, SAS provides insights to marketers on better understanding and measuring the impact of social media conversations on their brands, reputations, sales, and revenue.
Campaign Talk: A Marketer's Guide to Political Lexicon
In his bestselling book Deconstructing Creative Strategy, Rich Feldman looks at the ways in which advertisers can use political tactics to enrich their marketing campaigns.
Don't Get Caught Up in Catch Phrases
In his bestselling book Deconstructing Creative Strategy, Rich Feldman explores the idea that advertisers have become too reliant on traditional methods of marketing thought.
Ten Ways to Lose a Prospect
In his bestselling book Deconstructing Creative Strategy, Rich Feldman takes a humorous look at the mistakes marketers sometimes make that can send their prospective consumers running in the opposite direction.
International Truck and Engine: Drive and Deliver Case Study
Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.
International Truck and Engine: Drive and Deliver Case Study
Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.
Bring Back the Funnel: Conversion Attribution Beyond the Last Ad
Adam Cane, senior sales engineer of the Atlas Institute at Microsoft Advertising, discussed a new model for measuring conversion rates and presented a case study on how Alltel used engagement mapping.
Bring Back the Funnel: Conversion Attribution Beyond the Last Ad
Adam Cane, senior sales engineer of the Atlas Institute at Microsoft Advertising, discussed a new model for measuring conversion rates and presented a case study on how Alltel used engagement mapping.
Achieving Marketing Nirvana
Donald E. Sexton, PhD, a professor of marketing at Columbia University and president of The Arrow Group, Ltd., discusses one key way to link marketing activity to financial performance.
Increasing Loyalty through the Customer Experience
Karen Brewer, VP of customer experience at Autodesk, discussed the company's newly-launched Autodesk Partner Portal and the importance of bringing the customer's voice into development process of online properties.
Tinker: A Social Media Brand Solution for Challenging Times
Joe Lagani, vice president of brand sales at Glam Media, discussed how Tinker can help drive conversations between brands and consumers.
How Great Companies Win by Committing to an Intense Customer Focus
Michael Dunn, CEO and Chairman, Prophet, shared six best practices for becoming more consumer centric and case studies featuring Wachovia and Charles Schwab in this presentation.
Lessons from the Obama Campaign: The Power of the People
Jim Margolis, Senior Partner, GMMB, Senior Advisor to the Barack Obama presidential campaign
The P&G Pop-Up Experience—Engaging Consumers and Driving Sales
Richard Vincent and Matt Lower with Smartfusion presented a case study of their experience with pop-up marketing for Procter & Gamble.
Effective Digital Marketing
Chris LaSala, Director, Local Markets, Google Inc., shared information on Google programs such as AdWorks and AdSense, which allow marketers to engage consumers across multiple ad formats.
Today's Consumers—What Do They Want from Brands?
Nike Brand CMO Joaquin Hidalgo and R/GA Chairman and CEO Bob Greenburg discussed how Nike works to engage consumers.
Stimulating Shoppers
Connecting with consumers in "shopper mode" is a nascent field with huge potential. Read about how Clorox and Unilever were able to do it.
Mall Media Effectiveness Study
A research study from General Growth Properties (GGP) and Arbitron measured the effectiveness of various mall-based media from tent-cards to signage to experiential and interactive events.
