videos
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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 ...
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Beyond Sunday Circular
Interview
Beyond Sunday Circular
Julie Dexter Berg, EVP/CMO of Supervalu, remarks that a marketing mainstay since 1962 has been the Sunday circular, and people still want it, but it is not an effective brand-building tool. Providing informational content while building the brand would mean ...
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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 ...
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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 ...
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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 ...
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Brands Are Publishers
Interview
Brands Are Publishers
Carol Phillips, Adjunct Professor of Marketing at University of Notre Dame, talks about the need for brands to see themselves as publishers of content that consumers want. Engage the interests and passions of customers.
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Engaging Customers
Interview
Engaging Customers
Jeff Lavers, VP General Manager at 3M, describes the value using an ethnographic approach for finding out where customers search for products. Understanding opinion leaders in social spaces helps marketers learn how to link content to audiences.
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Effective vs. Efficient
Interview
Effective vs. Efficient
Ralph Olivia, Executive Director for the Institute for the Study of Business Markets, believes that businesses are responding unevenly to the changing marketing environment. Some firms are expanding their marketing effectiveness and influence in order to grow their businesses, but ...
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Commerce Is Ubiquitous
Interview
Commerce Is Ubiquitous
Adam Schlacter, Director of Digital Investment at MEC, talks about how in the next three years, retail, e-commerce, and m-commerce will become increasingly blurred.
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Global Trends
Case Study
Global Trends
Jodi Benson, , New Business Development Director for General Mills, describes how the development team at General Mills discovered the gluten-free market. Insights around trends coupled with passionate leaders led to new product development.
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Role of CMO
Interview
Role of CMO
Mike Glenn, EVP, Market Development & Corporate Communications for FedEx, believes that the role of marketing is to make the rest of the organization uncomfortable. The head of marketing should be pushing for better service levels, values, and networks. The ...
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Innovation: IBM
Case Study
Innovation: IBM
Satprit Duggal, CEO at EMM Group, describes the innovative IBM "Smarter Planet" B2B campaign and talks about the importance of creating excellent content that people will want to pass along. IBM has innovated in creating whole business ecosystems, and this ...