Author Kerry Bodine presents six disciplines marketers should master to see customer experience drive profits.
Experience-driven communications require new agency/client collaboration. In order to succeed in today’s multichannel world, agencies must act as the anti-corporation in the relationship.
Decision Sciences makes it simple to design new experiences laying the foundation for creativity and providing the connective tissue that makes the whole experience greater than a sum of tactics.
With traditional TV audiences continuing to fragment, marketers are broadly adopting a “video neutral” approach to advertising in order to capitalize on this radical change in consumer behavior.
The power of digital place-based media cannot be overlooked. Media can capture us at any time during the day as valuable consumer audiences travel — while going to school, grocery shopping, out to dinner, or even on a plane.
In this video-on-the-go environment, digital place-based media has earned a place at the table alongside all other video and digital options and stands out for its ability to reach consumers, with contextually relevant content, at the moment of truth on their way to making brand and purchase decisions.
Defined as video programming on screens in places where consumers have “dwell time,” digital place-based advertising targets audiences in a unique way. Marketers are increasingly looking to reap the benefits.
Lesya Lysyj, chief marketing officer at Heineken USA, discusses how the brand broke away from traditional beer advertising, agency relations, and the industry's media efforts.
Intuit’s Adrian Parker views social and mobile as a marketing marriage made in heaven. Learn how Intuit is better connecting with and serving its customers.
Learn the secrets to that successful CMOs employ to understand programmatic marketing.
Brand marketers have a cornucopia of tools and channels that enable them to collect data with a level of accuracy and effectiveness undreamed of just a few years ago. Reexamining metrics will lead to better data-driven decisions.
The goal of a new marketing effort is to help marketers gain clarity — 20/20 vision, as it were — as they steer their organizations through a transformative era. Brands must focus on marketing strategy, structure, and capabilities in order to achieve 21st-century growth.
Marie Devlin serves customers’ passions at American Express. Her team is getting out the message that American Express has cards and services for everyone, and promoting membership benefits provided by products across the portfolio.
In this survey, the ANA sought out critical insights about how companies are measuring the results of their sponsorship and/or event marketing initiatives.
Programmatic marketing has emerged in the past year as arguably the hottest way for brands to boost the ROI of their display advertising spend while enhancing how consumers interact with their products and services online.
While companies have been taking more advertising and creative functions in-house over the past decade or more, the trend has accelerated recently. In fact, businesses with in-house agencies are now squarely in the majority.
Brand marketers are working to connect with the new “general market." Today marketers are creating robust marketing plans that consider not only Hispanics but all consumer segments.
Using programmatic marketing, discover the story of an ad's step by step journey to its relevant customer.
Patent trolls are firms that purchase broad patents created by others solely for the purpose of suing, or threatening to sue, legitimate companies that use certain technologies, devices, or business methods. The momentum is on the marketing industry's side to nip this challenge in the bud.
Value demanded by clients will only increase as the industry adjusts to mergers by giant agencies. Bob Liodice, president and CEO at ANA, says this transformation must proceed with increasing speed and effectiveness for brands.