videos
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Global Influences
Interview
Global Influences
Scott Goodson, Founder of Strawberry Frog and Board Member of the Future of Advertising Project with Wharton, comments on how the economies of India, Brazil and other countries outside the US are growing rapidly and their brands are globalizing. Soon ...
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Groundswell of Understanding
Case Study
Groundswell of Understanding
Bill Ogle, CMO of Motorola Mobility, says that, like Gatorade, Motorola has begun to mine the totality of conversations about the brand across the Internet. Ogle describes how anger about certain products was handled by listening to customers and using ...
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The Fog
Interview
The Fog
Andy Berndt, VP of Google's Creative Lab, describes the power of a good idea as the simple execution of an insight or truth. Unfortunately, much of the time people slip into "the fog" between the simplicity of the insight and ...
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Feedback & Customization
Interview
Feedback & Customization
Robbie Traube, VP of Internet Strategy and Marketing for Omniture/Adobe, looks to the customer to create solutions for their particular problems. More feedback channels, such as social, allow customers to expect a bigger voice and more customized products.
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Marketing Benefits Consumer
Interview
Marketing Benefits Consumer
Andy Berndt from Google's Creative Labs argues that the opportunity to bring value to customers has never been greater. Digital reduces the cost of experimentation and lowers the cost of failure. Marketing today allows the accrual of greater benefits to ...
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Launches & Premieres
Interview
Launches & Premieres
Bill Ogle, CMO of Motorola Mobility, explains that because the life cycle of a phone is becoming shorter, new phone launches must be like movie premieres. Launches must create massive awareness quickly.
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The Smart Shopper: Always Mobile
Interview
The Smart Shopper: Always Mobile
Smartphones are the new personal shopper. They allow consumers to dig deeper at the moment of relevance.
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The Smart Shopper: Constantly Connected
Research
The Smart Shopper: Constantly Connected
The Smart Shopper is constantly connected and values online information. He/she researches online then shops in-store, and uses a smartphone while shopping.
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Stimulating Conversation
Case Study
Stimulating Conversation
Rob Brosnan, Senior Director of Strategic Marketing of Seton hall University, discusses his organization's use of social media for marketing. While apps were too expensive, and ads were forgettable, stimulating conversation on webpages contributed to an 18% increase in class ...
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Regional & Personal
Case Study
Regional & Personal
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, discusses the importance of personalized, relevant communication. Part of the My Macy's effort is to be local and relevant by region. The website will be customized according to customer ...
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Believe Campaign
Case Study
Believe Campaign
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, ...