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Consumer neuroscience, also known as neuromarketing, can give brands new ways to test, track, and measure the effectiveness of communication strategies. Brands like Campbell’s are using consumer neuroscience to make print, packaging, and in-store advertising more effective. This Insight Brief also provides tips for selecting the right research vendor.
New technology is subjected to rare scrutiny in this thoughtful piece about technology and marketing.
Count Ron Amram, senior media director at Heineken USA, among the growing list of mobile marketing believers. He points to the recent success of the U.S. launch of Desperados, a tequila-flavored, barrel-aged beer brand.
Citi developed a proprietary framework to measure the effectiveness of its social content.
Lizette Williams, multicultural marketing leader, North America, at Kimberly-Clark, says that marketing in a multicultural world requires integrating ethnic insights into all communication strategies.
Digital isn’t just a disruptive change agent anymore — it has emerged as the dominant economic and cultural force shaping society today.
Blair Christie, senior vice president and chief marketing officer at Cisco, discusses changes in the company's corporate strategy.
An exclusive Nokia Lumia app was designed to streamline the job search process by integrating social network connections and augmented reality.
Volvo partnered with Metawatch to design the first connected smartwatch able to control a car.
Oral-B launched a connected toothbrush and oral care app with gamification and m-commerce capabilities.
The Coca-Cola Company used a mobile app to give vending machine customers the personal experience of a neighborhood coffee shop.
Rip Curl created a wearable device that tracked and shared surf conditions from users across the global surfing community.
Walgreens offered incentives for consumers to sync their fitness apps or wearables to its Balance Rewards loyalty program.
Little Caesars used geographic targeting and customized creative to reach on-the-go consumers about to make mealtime decisions.
The NCAA March Madness Live app offered live video feeds, social integration, and instant replay abilities to fans across multiple devices.
JetBlue designed a voice-activated rich media banner ad for mobile to connect with frequent flyers.
Nike’s “Win the Hour” program integrated with its FuelBand SE wearable and strengthened the brand’s one-on-one relationship with consumers.
A Brazilian building materials retailer designed an interactive tablet ad unit to surprise magazine readers.
A football stadium in the U.K. launched an integrated mobile app for second-screen engagement.
The proliferation of media devices may be a consumer’s dream, but it’s made conducting business more difficult for advertisers and publishers.