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TOMS Builds a Movement

Zita Cassizzi, chief digital officer at TOMS, discussed using storytelling to build a brand, creating unique customer experiences, and reaching social conscious consumers through mobile.

4 Questions on Measurement for Aaron Fetters

Aaron Fetters, director of the insights and analytics solution center at Kellogg, discussed data, analytics, and ROI.

Getting from Here to There

How does marketing organize for growth? Let these key insights from Marketing2020 be your guide.

Getting Our Money’s Worth

While technology has been the great enabler, it has also spawned a disease that is leading to an erosion of the phenomenal potential of digital marketing platforms. Find out what steps the ANA is taking to combat the less-than- trustworthy digital media supply chain.

Changing With the Times

Microsoft CMO Chris Capossela discusses how the company is elevating its marketing. Capossela shares his thoughts on the skills of great high-tech marketers, how to keep marketing fresh, what he learned from Bill Gates, and more.

How to Create a Culture of Risk Taking

In the face of rapid technological change, hypercompetition, and globalization, the call for innovation is skyrocketing. For marketing organizations on the front lines of both creating and communicating change, the demands are particularly intense.

The Great, Risky Testing Ground

When it comes to risk taking, the issues are even more complex in the age of social media. Marketers have to try new and sometimes risky moves to make their mark and attract attention while the opportunities to make mistakes are an all-too-real possibility.

IHG Checks In a Winner with Holiday Inn Relaunch

When Verchele Wiggins was tapped to be InterContinental Hotels Group’s vice president of brand marketing communications for its Holiday Inn brand family, she knew that what awaited was no ordinary exercise in brand rebuilding.

It’s All in the Game

Gamification — applying elements of gaming to other activities, like marketing or work — has emerged as an effective engagement tool for brands looking to reach consumers of all ages and interests.

Loyalty — It’s Not Just in the Cards

Loyalty isn’t easily attained. It takes time for new acquaintances to prove their worth and earn our trust. That’s just as true for companies as it is for people.

The Battle Over Bots

Bots are a significant problem facing digital marketers. Preventing bot fraud from damaging the Internet is an industry imperative.


Maximizing Native Ads

Native advertising, the integration of marketing content with a third-party website, has enabled brands including Xerox to change consumer perceptions and reposition themselves.

3 Questions on Culture Marketing with Carlos Saveedra

Carlos Saveedra, director of culture marketing at Pepsico Beverages America, discussed culture marketing, the Pepsi Culture Lab, and reaching out to multicultural audiences.

Spirit of Collaboration

Matt Jauchius, EVP and CMO at Nationwide Insurance, discussed the secrets to maintaining a noncontentious, two-way relationship with procurement and the benefits of a marketing/procurement partnership.

Gaining Consensus

Whether you’re making decisions for your personal or professional lives, gaining consensus/alignment is sometimes a challenge. Bob Liodice, president and CEO at ANA, discusses important collaborations in the marketing industry.

We Should Know by Now

Digital tools provide mindblowing opportunities to connect with consumers around the world on a real-time, personalized basis, but many are still baffled by digital and big data. Learn what you can do about it.

Big Data, Big Problems

Concerns over online privacy and security continue to challenge the marketing community. Here are some important developments in the privacy arena.

Turning Against the Tide

Debra Berman is fighting to bring back JCPenney after a series of moves drove away loyal shoppers. She’s made some progress but knows there are still many challenges ahead.

Programmatic Buying: A Guide for the Perplexed

Programmatic buying is a big deal, and a lot of marketers know very little about it. Learn how it can save money and make ads more effective.

The Tricky Waters at C-Level

Find out how the lack of C-Suite alignment causes companies and careers to flounder.

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