Engage Your Audience / videos
Consumer online actions say a lot about what consumers feel about a brand. Here’s a little of what we’ve discovered about online consumer brand engagement
-
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.
-
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.
-
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 ...
-
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, ...
-
Halloween Safety
Interview
Halloween Safety
Tom Kelly, VP of Corporate Internet Marketing at New York Life, describes customer engagement through a recent "Twitter chat" about Halloween safety. Because family safety is a relevant topic for the brand, his company provides information and sponsors forums for ...
-
Transcend TV Spot
Case Study
Transcend TV Spot
Stephen Cannon, VP of Marketing Communications for Mercedes-Benz USA, describes his company's marketing plans as "thinking outside the 30 second commercial." For example, the company has shot 2- to 3-minute mini-documentaries to connect the brand story to consumers in a ...
-
Customers as Evangelists
Interview
Customers as Evangelists
Bob Garfield, author of The Chaos Scenario, advises marketers that customers are not listening to a brand's ad campaigns. They are listening to each other talk about the brand. Marketers must embrace this dynamic and meet customers there, and you ...
-
Insight & Revelation
Case Study
Insight & Revelation
Rob Brosnan, Senior Director of Strategic Marketing at Seton Hall University, explains that, before digital channels, his organization relied on live events to gain feedback. Now, customer response is more forthcoming. With social, he found that questions such as "what ...
-
Display Campaign Optimizer
Demo
Display Campaign Optimizer
An auto-optimization tool that automatically manages targeting and bidding for campaigns on the Google Display Network.
-
Livestream Brand Experiences
Interview
Livestream Brand Experiences
Courtney Kelso, the VP, Global Sponsorships & Entertainment Access at American Express and Board Member of the Future of Advertising Project with Wharton, shares a digital case study about Unstaged, a curated livestream concert series created by American Express. Through ...
-
Single Sponsorship
Interview
Single Sponsorship
Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, talks about how single sponsor programming allows brands to own the programming and maximize their return on investments.
-
Connecting Core Values to Consumers
Interview
Connecting Core Values to Consumers
Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, shares how brands are beginning to realize that being meaningful in people's lives means supporting things that people care about, often ...