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YouTube Ads Leaderboard February 2013
3 / 2013
Ads People Choose
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The Digital Traditionalist
2 / 2013
Land Rover North America Brand VP Kim McCullough knows digital technologies are reshaping the way people shop for cars. To ensure Land Rover's storied brand remains relevant, she is translating the auto showroom experience into new social and mobile innovations. After more than doubling digital ad spend to 35 percent of the marketing mix, and with a 15 percent year-on-year sales increase in 2012, the results are beginning to speak for themselves.
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B2B's Digital Evolution
2 / 2013
New research from CEB's Marketing Leadership Council shows that potential business customers are increasingly using digital channels to form opinions about major purchases. Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. The challenge for marketers is to be present in these channels at all times with content that educates buyers and helps guide commercial decisions.
By Corey Mull, Research Director, CEB -
YouTube Ads Leaderboard January 2013
1 / 2013
Ads People Choose
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The Future of Shopping
1 / 2013
When John Donahoe became CEO of eBay in 2008, he took decisive action to turn around the company's fortunes. Skype was sold in 2009, GSI Commerce was acquired in 2011, and in between, big bets were laid on mobile and local transactions. With eBay now once again positioned as the world's leading global commerce platform and payments company, that boldness has been stunningly vindicated. Donahoe offers his unique perspective on eBay's resurgence, and its next chapter.
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Gaming's Connected Future
1 / 2013
Kristian Segerstrale made his name as the founder of two successful mobile and social games companies before becoming Executive VP of Digital at Electronic Arts. He sees a future in which mobility, connectivity, and computing power revolutionize the industry by immersing players more fully in gaming experiences across platforms. For the creators of those games, it means a better understanding of how to reach these consumers, and the types of experiences that will keep them coming back for more.
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Constant Consideration: Brand Choice on the Path to Vehicle Purchase
1 / 2013
Digital continues to change the purchase path for auto shoppers. For today's consumers, vehicle attention may rise and fall, but influential brand moments are constant, stretching across a cycle that encompasses pre-market, in-market, and post-market phases. With 63 percent of new vehicle purchasers beginning their search with a specific brand in mind, but only 20 percent purchasing the vehicle they first researched online, it's clear that brand consideration can be won or lost at any point throughout this loop. By harnessing the unique insights and immersive, personal experiences afforded by digital brand-building, auto marketers can adapt for greater sales and long-term loyalty.
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Fashion's New Homepage
1 / 2013
Mindy Grossman has transformed the Home Shopping Network from a struggling TV Cinderella into a glittering multi-platform princess, turning HSN into a hybrid media, entertainment, technology, and retail business with $3 billion a year in sales. As Grossman embarks on the next stage in the HSN revolution, she explains how live events, social connections, digital catalogues, and even game dynamics have come together to create an entirely new experience for shoppers.
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The Market Maker
1 / 2013
General Electric CMO Beth Comstock believes that marketing is no longer just about branding and communications; it's about seizing opportunities to create new markets. That's why she's constantly on the lookout for innovation, driving GE's partnerships in healthcare and clean energy. It's why today's GE is utilizing video and social media to tell a global story with a local accent, and why tomorrow's will see the integration of people and machines in a truly wired world.
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Jugaad Innovation: How to Disrupt-it-Yourself
12 / 2012
As the global economic squeeze continues, major corporations are looking East - not just for new markets, but new inspiration. Enter jugaad: A 'frugal' form of innovation developed in India that is beginning to make its mark in companies like Philips and GE. We've extracted the core lessons every marketer should know.