Marketing Management & Strategy

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Multi-Screen Marketing

Multi-screen campaigns are widely acknowledged as crucial for marketing success, but implementation and measurement challenges remain. This Insight Brief explores best practices for multi-platform strategies and new research on cross-screen consumer behaviors. Case studies from ESPN and Food Network also offer insights into successful multi-screen campaigns.

The Mechanics of Music Licensing

Elliot Lum and Jasmine Martin of the Columbia Records Creative Agency share a number of best practices and case studies from brands who used music to effectively bring their campaign to a whole new level.

Benjamin Moore Uses Content to Connect with Audience Segments

David Melancon, executive vice president and chief marketing officer at Benjamin Moore & Company, and Matt Williams, chief executive officer of the Martin Agency, shared key learnings from two campaigns which leveraged video content and social media.

Benjamin Moore Uses Content to Connect with Audience Segments

In this presentation, David Melancon, executive vice president and chief marketing officer at Benjamin Moore & Company, and Matt Williams, chief executive officer of the Martin Agency, shared key learnings from two campaigns which leveraged video content and social media.

Achieving Omnichannel Marketing

Omnichannel and multichannel marketing have different values to your business and perform differently. What this means for email is, you have to think of your email and multichannel programs as a portfolio.

PowerPresentation: 2013 ANA/ Real-Time Marketing Survey

This collection of data charts represents findings from the 2013 ANA Real-Time Marketing Survey. The objective of this survey was to gain critical insights into how marketers define real-time marketing, how they are using real-time marketing, how they measure success, how they structure their organizations for real-time marketing, and what barriers to adoption they have experienced.

Key Findings Report: 2013 ANA Real-Time Marketing Survey

This report covers the key findings from the 2013 ANA Real-Time Marketing Survey. The objective of this survey was to gain critical insights into how marketers define real-time marketing, how they are using real-time marketing, how they measure success, how they structure their organizations for real-time marketing, and what barriers to adoption they have experienced.

AHAA Total Market Research and Definition Platform

Carlos Santiago, chair of the AHAA research committee and president and chief strategist at Santiago Solutions Group, and Lizette Williams, senior brand manager at Kimberly-Clark Corporation, led a discussion of total market strategy and the AHAA Total Market Benchmark study results.

Chobani: From Category Disruptor to Market Leader

Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Chobani: From Category Disruptor to Market Leader

In this video, Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Taco Bell: Ad Age Marketer of the Year

Chris Brandt, CMO at Taco Bell, shared how the successful “Live más” platform was designed and executed to highlight innovation and address shifting consumer behaviors and food culture.

Taco Bell: Ad Age Marketer of the Year

In this video, Chris Brandt, CMO at Taco Bell, shared how the successful “Live más” platform was designed and executed to highlight innovation and address shifting consumer behaviors and food culture.

Taco Bell: Ad Age Marketer of the Year

In this presentation, Chris Brandt, CMO at Taco Bell, shared how the successful “Live más” platform was designed and executed to highlight innovation and address shifting consumer behaviors and food culture.

Research Report: 2013 ANA Real-Time Marketing Survey

This Research Report includes findings from the 2013 ANA Real-Time Marketing Survey. The objective of this survey was to gain critical insights into how marketers define real-time marketing, how they are using real-time marketing, how they measure success, how they structure their organizations for real-time marketing, and what barriers to adoption they have experienced.

Millennial Marketing

Millennials are the first generation of digital natives. They expect unlimited choice, customized service and products, and extremely fast delivery of goods. They share experiences, retail and otherwise, more than any other group of consumers. This insight brief offers a deeper understanding on how to engage with the largest and most influential generation of consumers in history.

Del Monte Social Media Strategy

Mac Tillman, vice president of marketing and creative services at Del Monte, walked through four phases of the company’s journey towards digital campaign integration, highlighting the role of emerging technology.

2014: The Year of Marketing Accountability

After years of spreadsheet addiction, educated guesses and gut-based optimization, the advent of advanced analytics tools has provided marketing organizations with far better — and far more automated —- decision-making and forecasting capabilities.

The Case for Zero Paid Media

Joseph Jaffe, author and CEO of Evol8tion, made the case for moving toward a zero-paid-media budget and provided an action plan to help brands create more retention-focused marketing efforts.

The Case for Zero Paid Media

In this webinar video, Joseph Jaffe, author and CEO of Evol8tion, made the case for moving toward a zero-paid-media budget and provided an action plan to help brands create more retention-focused marketing efforts.

The Case for Zero Paid Media

In this webinar presentation, Joseph Jaffe, author and CEO of Evol8tion, made the case for moving toward a zero-paid-media budget and provided an action plan to help brands create more retention-focused marketing efforts.

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