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Kimberly-Clark’s Total Market Approach

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.

Mid-Funnel is the Digital Playground

Strong brand perceptions are based on what a brand <i>does</i>, not what it <i>says</i>.

For JetBlue, T-Mobile And Bank Of America, Growth Means Redefining The Reviled

Companies like JetBlue, Bank of America and T-Mobile have had to radically change their brands, processes and communications to get some respect and — dare one say it — affection.

Marketing Disruption: Five Blind Spots on the Road to Marketing’s Potential

“Disruption” has become a blanket term to encapsulate the massive changes affecting businesses. But the term’s overuse and broadness have obscured what really matters to marketing.

JetBlue: Life as a Challenger Brand

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.

Mobile Mini-Meals: The Snacking Opportunity At Hand

Snacks are tasty and often fun to eat. Today’s consumers expect snacks to serve many needs. This article explores consumer snacking habits around the globe.

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.

LeoPo: Burnett Teams With HuffPo, Calls It A New Agency/Publisher 'Model'

Publicis’ Leo Burnett unit announced a deal with AOL’s Huffington Post touted as the world’s first “agency and publisher alliance poised to reinvent how people engage with brands.”

Developing Content Strategy from Journey Maps

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

Calculating Customer Lifetime Value

This guide will help you learn what customer lifetime value (CLV) is, and how to calculate it in order to benefit your organization.

Brand Loyalty Advantage

Read this guide to learn how to increase your brands awareness and how to ensure your customers stay loyal to your business.

Content & Buyer's Journey Benchmark Report

In a June 2014 study sponsored by ion interactive, Demand Metric studied the relationship between Content Marketing and the buying cycle.

Content Marketing Benchmark Report

In a February 2014 study sponsored by Marketo, Demand Metric partnered with Ascend2 to identify how marketers will be pursuing content marketing success in the upcoming year.

The 2020 Content Marketing Imperative: Beyond the Buzzwords and into Reality

This session took marketeres through the business case, the process, the tactics, and real-life examples of how real brands are using content to drive real marketing results.

Kraft Foods Group: The ROI on Content

In this session, Sage Wodarz shared how Kraft learned the true value of their content and rebuilt their marketing around it.

PepsiCo Pulse Drives Millennial Content

The beverage giant has been trying a host of different digital programs focused on delivering a range of Millennial-facing curated content around things like music, art, film, and sports.

Cisco Broadens Its Brand Position

Blair Christie, senior vice president and chief marketing officer at Cisco, discusses changes in the company's corporate strategy.

JobLens Mobile App

An exclusive Nokia Lumia app was designed to streamline the job search process by integrating social network connections and augmented reality.

Game On

Kia created “Game On,” an interactive mobile game that engaged customers and generated awareness and brand affinity for the automotive company.

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