Digital Transformation

In the span of one decade, digital media has completely changed the way customers act, and as a result, the way brands do business.

  • Is BeReal a Lucrative Platform for Brands?

    Pulse   December 15, 2022  

    Besides the fact that the app is more ideologically similar to gen Z's wants, the app has reached "3.3 million downloads globally in Q1 of this year, a 390 percent jump from Q4 of 2021, according to data.ai. It sits in the No. 1 spot for free apps in Apple's App Store," as reported by Marketing Brew. These numbers are telling an important story: Gen Z is tired of promoting stilted selves.

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  • Do Marketers Need to Know How to Code?

    ANA Magazine   July 29, 2022  

    Amid a dizzying amount of change, CMOs who collaborate effectively with their CTOs are likely to generate better returns. Establishing strategic alliances with chief technology officers is fast becoming a cost of entry for marketers who want to ascend in their organization.

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  • Reimagining the "How America Saves" Experience

    B2 Awards   July 20, 2022  

    Vanguard’s "How America Saves" refresh is part of a digital transformation effort designed to increase brand relevance and create more rewarding customer experiences across Vanguard's products and services.

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  • How Lenovo Used Innovative Personalization to Drive Its Business to New Heights

    B2 Awards   July 9, 2022  

    Using market research to better understand its various customer segments, Lenovo designed a multi-pronged campaign that combined account-based marketing principles with demand generation techniques to engage its customers and prospects more deeply and generate a wealth of new business opportunities.

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  • Digital Transformation: A 6-Step Road Map to Success

    Knowledge Partners   June 29, 2022  

    Digital transformation is the enablement of improved customer experience and operational efficiency through the adoption and integration of digital technology.

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  • Improving PC Shopping Through In-Store Digital Transformation

    Event Recaps   June 16, 2022  

    Intel created an in-store experience to show PC shoppers, and especially gamers, how the hardware specs associated with different computer models translated to actual performance.

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  • Fireside Chat — Salesforce's ABM Digital Transformation

    Conference Sessions   May 25, 2022  

    In this video, learn how Team ABM developed a holistic approach in bringing together its people and disparate processes and leveraged the full power of Salesforce technology to transform its ABM go-to-market business model.

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  • The Future of Marketing: A Roadmap to Hypergrowth

    Marketing Futures   May 18, 2022  

    Marketing Futures conducted a primary research study that explored how marketers plan to leverage emerging trends and innovative marketing tactics in 2022 and beyond. Analysis of this study’s data revealed two very different groups of marketers heading in divergent directions: the “laggards” and “hypergrowth” marketers.

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  • A Roadmap to Hypergrowth: ANA’s Recommended Action Plan

    Industry Insights   May 17, 2022  

    Excerpted from the ANA Future of Marketing Report, this four-step action plan was designed to empower marketers to drive business growth regardless of their current situation and future orientation.

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  • IBM Explains How Pandemic-Driven Digital Transformation Influenced Its New Marketing Platform

    Soundbites   April 13, 2022  

    Joe Rivas, VP of brand, product, and content marketing at IBM, shares how the need for rapid digital transformation during the pandemic affected the IBM brand and the development of its new “Let’s Create” campaign.

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  • The Modern Marketing Capabilities Your Brand Needs

    Ask the Expert Answers   March 29, 2022  

    ANA’s Ask the Expert research service answers the question, “What capabilities should a modern marketing organization have to be successful?"

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  • The Golden Age of CX: Why Madtech Is the Innovation of the Future

    Event Recaps   March 28, 2022  

    Chris Bell from Oracle discussed customer experience solutions that can solve industry challenges, empower organizations to work in new and different ways, and show the promise of engineering new experiences to inform a new era of digital transformation.

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  • Inflation Shouldn’t Deflate Success: How Brands Can Deal with Rising Prices

    Pulse   February 16, 2022  

    The world is seeing price inflation on a scale that hasn’t been experienced in 40 years. While brands may be tempted to resort to their old playbooks by raising prices, cutting margins, or sacrificing quality, the amount of data and visibility that brands experience now can help manage these difficult times. Nuanced information about markets, consumers, and suppliers allow marketers to choose where and when to change prices or margins, and provide an opportunity to optimize their promotions around the products most affected. The resources below provide insight into how consumers are dealing with inflation, and how brands can positively respond.

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  • Marketing to Generation Alpha, the Newest and Youngest Cohort

    Pulse   January 13, 2022  

    The new kids on the block are generation Alpha, kids born after 2010 to predominantly Millennial parents. Following their gen Z predecessor’s footsteps, they are already heavily immersed within the digital world and were born with screens all around them. The resources here discuss some of the ways CX will evolve in 2022.

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  • Let’s Talk About CX: Trends in Customer Experience for 2022

    Pulse   December 17, 2021  

    Last month's Pulse discussed Customer Data Platforms to manage the myriad data marketers will need to collect post-cookie. It begs the question, though: If you can't deliver an exceptional customer experience in a highly competitive world, will you even need a CDP? If you can't delight your customers, then the rest is moot; the keys to all success across a marketing organization start and end with the end-user: the consumer. The resources here discuss some of the ways CX will evolve in 2022.

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  • Building a Culture of Innovation

    Forward   November 30, 2021  

    Successful leaders understand that a culture of innovation is built on strong teams. Here, corporate leaders from Pfizer, Blue Shield California, Johnson Controls, BECU, and Webex provide insight into what it takes to build those teams and inspire real change.

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  • A Customer Data Platform to Rule Them All: How Marketers Can Manage Data Using a CDP

    Pulse   November 29, 2021  

    With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess.

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  • There's Less and Less Daylight Between CMOs and CIOs

    ANA Magazine   November 5, 2021  

    When CMOs and CIOs collaborate the results include more engaged customers and healthier returns from marketing technology investments. However, without both sides first agreeing on governing principles, merging marketing and IT teams may end up being a wasted exercise.

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  • Transcending the Transaction: Resurrecting Customer Experience Post-COVID

    Industry Insights   September 19, 2021  

    Digital Experience and Marketing Technology Executive Shiva Mirhosseini shared her thoughts on how COVID-19 disrupted the health care industry, what organizations are doing to harness that disruption, and what it all means for marketers.

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  • A Guide to Improving the ROI of Your Digital Customer Experience

    Knowledge Partners   September 3, 2021  

    Learn why digital transformation puts customer intent at the center of the user experience, creating an entire ecosystem that relies on a healthy mix of automation and personalization.

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