videos
-
Rebate Choices
Interview
Rebate Choices
Juli Spottiswood, CEO of Parago Agency, describes how rebate programs have innovated by allowing the consumer to choose how the rebate will be received. Store credit, cash, prepaid visa cards, and complimentary products are all possibilities, and consumers prefer to ...
-
Mobile Acceleration, Caution
Interview
Mobile Acceleration, Caution
Harit Talwar, President of US Cards at Discover Financial Services, explains that there is more activity in online and mobile channels for Discover in a month than there are through traditional call centers in a year. Online makes it possible ...
-
Global Digital
Interview
Global Digital
John Parker, CMO of Zurich Financial, describes his company's highly successful shift away from a classic broadcast approach toward targeted digital marketing. The global Zurich Financial Help brand crosses cultures, and digital campaigns have targeted market segments from individual consumers ...
-
Understanding Consumers Digitally
Case Study
Understanding Consumers Digitally
Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, discusses using technology to understand consumers. Online panels of bartenders provide resources for understanding changing customer tastes and trends. Social media allows brands to instantly monitor audience reaction ...
-
Latino Passion Points
Case Study
Latino Passion Points
Theresa Inglesias-Solomon, Vice President, Multicultural and Latino for Best Buy, talks about connecting with the passion points in the Latino community. Television is still popular and mobile is more popular than standard computing, so apps such as the World Cup ...
-
US Hispanic Trends
Case Study
US Hispanic Trends
Theresa Inglesias-Solomon, , Vice President, Multicultural and Latino for Best Buy, describes the United States as the second-largest Latino market in the world, and says that marketers need to recognize the cross-fertilization of both Anglo and Latin culture. The influence ...
-
Print to Digital
Case Study
Print to Digital
Michael Arndt, Senior Editor of Bloomberg Business Week, describes the changing face of marketing for BusinessWeek, which ten years ago was primarily a print publication with a separate website. Now the two are combined as a single editorial product with ...
-
Crowdsourcing
Case Study
Crowdsourcing
Carol Philips, Adjunct Professor of Marketing at University of Notre Dame, talks about experiments in crowd-sourcing, which means inviting consumers to participate in the marketing process. She explains how Mountain Dew crowd-sourced new product development. Experiments in social media marketing ...
-
Relationship with Consumers
Interview
Relationship with Consumers
Mark Addicks discusses how digital has intensified the relationship with consumers by opening up two-way communication. Digital allows brands to play a role in consumers' lives through apps, direct email, and social networks.
-
Mobile & Intimate
Interview
Mobile & Intimate
Patrick Moorhead, Director of Mobile Platforms at Draftfcb,explains that a special level of delicacy is necessary when using mobile because of its personal nature. Spam would violate the compact. Consumers are responsive if boundaries are respected.
-
Publishing & Marketing
Interview
Publishing & Marketing
Chris Miller, EVP, Chicago Group Managment Director of Digital for Draftfcb, explains that marketers are moving into content production because content drives engagement. A brand page on facebook can be an example of marketing-driven content.
-
Customer Experience
Interview
Customer Experience
Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, describes the changing face of marketing as focused on the customer experience. Understanding the customer experience helps a marketer choose appropriate touch-points. Don't let technology drive the strategy; ...