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Perspectives on Orchestrating Customer Experience

To create an ideal customer experience, brands must consider focusing on the brand itself, before the transaction, personalizing the customer journey, and segmenting customers.

Crafting a Compelling and Unique Value Proposition

Includes examples from Samsung, American Airlines and Barclays.

Customer Segmentation in the Age of Big Data

Digital technology and “Big Data” are changing the way we comprehend brands, increasingly through multiple channels and in multiple ways.

Measuring the Consumer Decision Journey

Microsoft shared a new consumer-centric approach to multiscreen marketing and measurement.

Branding: Making a Name For Yourself

Without a fundamental value proposition targeted at an identifiable market, branding will not create a Brand.

MINI Drives Content Creation and Brand Experiences

MINI worked with Buzzfeed to develop digital content that could amplify an annual road trip event.

A Strategic Approach Toward Optimizing a Brand Portfolio

Brand portfolio strategy is an approach toward establishing (future) and managing (current) a portfolio of brands in a coordinated way.

Measure What Matters Most: A Marketer's Guide

This guide looks at the four tenets of measurement-focused marketing in an attempt to make sense of today's complex customer journey.

Millennials Misperceived As Self-Entitled- Value Experiences Over Materialism

Brands used to need exclusivity and irony to win over consumers. Now, in order to reach the 74.3 million millennials who wield more than $200 billion in purchasing power, brands need to be inclusive and friendly, according to a new report from Mindshare, part of WPP’s GroupM media operation.

A Relationship Is More Than A Moment

The best marketing is based on relationships, which can truly encourage behavior and an emotional response in a way that banner ads, coupon offers and pop-up messages cannot.

The Consumer Decision Journey: Health and Wellness

Microsoft shared research on consumer needs along the consumer decision journey within the context of health and wellness.

Kraft Harnesses Data to Drive Marketing Success

Kraft shared how it reorganized the brand and developed the internal infrastructure and expertise necessary for agile, addressable, data-driven marketing.

Kraft Harnesses Data to Drive Marketing Success

In this video, Kraft shared how it reorganized the brand and developed the internal infrastructure and expertise necessary for agile, addressable, data-driven marketing.

Navigating the New Customer Journey

Cisco’s B-to-B marketers have shifted focus from promotion to engagement, aligning with sales to drive volume, velocity, and value.

JetBlue: Life as a Challenger Brand

JetBlue takes a values-based, challenger approach to brand communication.

Navigating the New Customer Journey

In this video, learn how Cisco’s B-to-B marketers have shifted focus from promotion to engagement, aligning with sales to drive volume, velocity, and value.

JetBlue: Life as a Challenger Brand

In this video, JetBlue takes a values-based, challenger approach to brand communication.

Brand Loyalty 2.0

Customer loyalty isn’t dead, it’s just different. With the proliferation of channels, media, and products, brands must work harder to keep customers coming back. The ANA shared how some innovative brands leverage mobile and social media, as well as customized ads and experiences, to form meaningful, lasting consumer relationships.

I Share, Therefore I Am: Building Brand Engagement Campaigns

This report describes various ways brand managers can harness the power of sharing to develop more effective brand engagement campaigns.

Developing Content Strategy from Journey Maps

Read this how-to guide to learn how to use journey maps to develop a better content strategy.

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