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It’s Getting Personal

Learn how brands, including Hilton Worldwide, Toms Shoes, and MINI USA, win trust by creating genuine experiences.

Going the Distance

For several years, Expedia has been leveraging user-generated content from a variety of real-world travelers for its “Find Yours” campaign. This personalized brand engagement reaches a broad audience.

Reaching the Infinitely Connected Consumer

John Nardone, executive vice president and general manager at Rocket Fuel, discusses the need for a programmatic CMO.

Know Your Bull’s-eye Audience

To create the right brand experience, you need to know your customer. At Target, marketers have a clear sense of the people they are trying to reach because the company uses a wide variety of methods to learn about its consumers.

An Evolutionary Process at Allstate

Amy Stankiewicz, display advertising manager at Allstate Insurance Co., discusses moving programmatic media buying (PMB) from marketing to branding.

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.

Hitting All the Angles

Learn how brands, including World Wrestling Entertainment (WWE), Dell, and Dunkin’ Donuts, use cross-screen marketing to effectively reach consumers.

Cross-Screen: Decoded

We live in a world of multiscreens, multiplatforms, and multidevices, from smartphones to connected TVs to “phablets” to wearables. The challenge for marketers is to understand how to communicate effectively with today’s cross-platform customers.

What’s Next Is Already Here

Programmatic buying is quickly becoming the norm and should be an integral part of an advertiser’s buying strategy.

Bring It

To reassert their products in consumers’ minds, Canon USA launched a multiscreen campaign around #BringIt. The brand tapped shutterbugs to show what a real camera can do.

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