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For years, Business-to-Business marketing was largely viewed as a support function for the company’s salesforce. Recently, however, an increasing number of B-to-B organizations are realizing the importance of branding, cross-channel messaging, and leveraging customer insights to resonate with business decision-makers on an emotional level. The ANA and BMA shared insights, trends, and best practices from some of the world’s leading B-to-B brands.
Research from Active International shows that media companies are concerned about their ability to deliver audience through new media channels.
Insights on media measurement and media planning from a Nielsen panel discussion.
comScore shared how accurate multichannel measurement can lead to better planning and execution of ad campaigns.
John Hancock shared its multi-channel campaign “Life Comes Next,” discussing the thought behind the approach and the resulting surge in social engagement.
An introductory guide to setting up a programmatic buying campaign for desktop, mobile, or video.
Time Warner Cable Media used direct mail and content marketing in an award-winning B-to-B campaign targeting local automotive dealers.
Rawlings discussed its product development process, professional athlete partnerships, and brand activations.
How consumers divide their time among different forms of media may surprise you.
Rich Campanaro of NJ Advance Media discussed a new model of building consumer awareness and the value of targeting data, mobile, and responsive design for marketers.
Eggland’s Best proved that if a brand has a good digital strategy, product innovation can begin at the marketing level.
These infographics reveal how marketers are using Omnichannel marketing and measuring its impact as part of an overall marketing strategy.
Tips to help select the right data provider before a media buy.
Microsoft optimized its TV advertising to drive social activity around its brand.
Wrigley reestablished consumer excitement about its brands with a promotion that turned its product into a truth or dare game.
Nickelodeon increased their targeted multiplatform digital and social campaigns to generate viewership increases for their program Every Witch Way.
In this video, former Kraft CMO, Deanie Elsner shared how Kraft’s use of data has rewired the organization towards smarter, more impactful, and more engaging experiences for the consumers and shoppers it’s trying to reach.
Kraft shared how it used first-party consumer data to craft, deliver and optimize campaigns.
An ethnographic study of Canadian smartphone users to understand their mobile conversion behavior.
Siemens partnered with Bloomberg to leverage the brand’s content marketing strategy and infrastructure to expand its presence in the U.S.