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  • Airlines Keep Marketing Efforts Afloat Amid Pandemic

    ANA Magazine   September 18, 2020  

    The initial shock and continuing uncertainty caused by the pandemic have led many companies in the travel sector to put the brakes on their marketing efforts. Yet evidence suggests that keeping up engagement with consumers can help lessen the impact of the blow.

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  • How to Manage Advertising Production’s Bigger Picture

    Forward   September 17, 2020  

    A strategic, companywide approach to governing production spend is still a relatively new concept for many CMOs, but the approach can help marketers simplify and optimize complex processes by consolidating and standardizing data across all production activity. Here’s how to get started.

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  • The Keys to Direct-to-Consumer Success

    Forward   September 15, 2020  

    Before rushing to copy the offline marketing efforts of direct-to-consumer brands, it’s crucial for traditional brands to first understand the overall purpose driving the strategy. The timing, messaging, and medium also play a part in the broader scheme of the campaign.

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  • Get Smarter on Measuring Purpose

    Greater Good   September 14, 2020  

    To unleash the power of purpose, it must be continuously measured. Here’s one way to go about it.

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  • Pebbles Cereal Rocks User-Generated Content in New Branded Series

    ANA Magazine   September 11, 2020  

    Amy Brothers, brand manager for Pebbles cereal, and Brian Hurley, creative director at Public Works, discuss the kid-centric “Daily Yabba Dabba Doo” series and provide insight into the most effective ways for brands to harness user-generated content.

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  • Navigating the New Video Landscape

    Forward   September 10, 2020  

    Since the pandemic began, video consumption has grown across all categories. But most marketers struggle to take advantage of video because they are caught between traditional linear TV and digital video and they lack the tools to handle both at once.

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  • Now Is the Time for B2B Content

    B2B Marketer   September 9, 2020  

    Brands have a growing opportunity to capitalize on the interest in B2B-related content and deliver value to audiences tasked with meeting business objectives in an uncertain environment.

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  • The Dynamics Shaping the 2020 Election Affect Brand Marketing Too

    Forward   September 3, 2020  

    As more and more people look to brands to affect positive social change, companies that demonstrate leadership, confidence, responsibility, and, above all, safety, are likely to be rewarded.

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  • Why It’s Time to Humanize the Brand — for Real This Time

    ANA Magazine   September 2, 2020  

    Brands and organizations need to recognize that consumer patterns and behaviors are now being exclusively shaped by the pandemic, rather than demographics. Brian Solis, global innovation evangelist at Salesforce, discusses the digital transformation companies are now confronting, how the pandemic will fundamentally change marketing, and why it’s time to get to know generation N.

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  • Social Media Channels Dial Up Brand Safety

    ANA Magazine   August 28, 2020  

    The recent crackdown on hate speech among various social media platforms provide an opportunity for brands to reset their social media strategy (not to mention their budgeting).

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  • LinkedIn Digs Deeper for Marketers

    B2B Marketer   August 26, 2020  

    Regardless of where B2B brands are on the social media spectrum, generating solid returns from LinkedIn requires careful planning, insight, and continued stick-to-itiveness.

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  • How Marketers Fulfill Customers’ Desire for Real-Time Brand Experiences

    Forward   August 25, 2020  

    Brands have to turn run-of-the-mill interactions with customers and prospects into something remarkable and unexpected. Such experiences not only boost the top and bottom lines but also strengthen brands and turn their customers into advocates for their products and services.

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  • Connectivity in an Evolved Media Landscape

    Forward   August 20, 2020  

    Partnership breeds trust and collaboration, and there are significant competitive advantages for brands that can establish deep connections with the right set of partners. To help in that selection process, here are three aspects of connectivity that are vital for marketers looking to create stronger integrations and partnerships across media, data, and technology.

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  • Taking a Stand on Systemic Change

    ANA Magazine   August 19, 2020  

    The deaths of George Floyd, Breonna Taylor, and Ahmaud Arbery, among others, reignited a national conversation around racial injustice and systemic inequalities. With consumers increasingly expecting brands to take a stand against racial injustice, keeping silent is not an option for many companies. But to help effect real change, companies need to resolve the problematic practices that exist within their own houses first. Here’s how they can get started.

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  • Are Impressions the Answer to Fragmented TV Measurement?

    Forward   August 18, 2020  

    As traditional television markets are transformed by emerging technologies and world events, the time has come for marketers to set aside the GRP and make the leap to impressions.

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  • A New Concern Among Consumers: Brand Safety

    ANA Magazine   August 14, 2020  

    The term ‘brand safety’ has taken on a more literal meaning during the pandemic, with consumers acutely interested in how the products they buy are manufactured, packaged, and distributed.

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  • UPS Bakes Digital Transformation Into the Brand

    B2B Marketer   August 12, 2020  

    Since coming aboard in 2018, UPS CMO Kevin Warren has been methodically rebuilding UPS’ marketing organization around what he calls “the new digital imperative.” Toppling traditional marketing tools is just one aspect of a multifaceted plan.

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  • Media Spending in an Uncertain Environment

    ANA Magazine   August 7, 2020  

    The pandemic will require marketers to master a new set of media buying skills, adopt KPIs that transcend return-on-advertising spending, and move e-commerce toward the center of their marketing strategy.

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  • Delivering Experiences Consumers Will Love

    Forward   August 4, 2020  

    What can a brand do to differentiate itself and deliver exceptional customer experiences? It starts with connecting data and getting it into an actionable state. Here are four capabilities marketing organizations need to develop insights and take action.

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  • How to Fundraise on a Tight Budget

    The Nonprofit Journal   August 3, 2020  

    For small nonprofits with limited resources, fundraising is an especially tough task. And in the current climate, where budget slashing is the new normal, driving giving is an even more formidable challenge than ever. Here are nine strategies to help ensure success.

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