videos
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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 ...
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Obstacles Overcome
Interview
Obstacles Overcome
Pat LaPointe, Managing Partner at Marketing NPV, describes obstacles in the path to purchase, and explains how they can be overcome. One example is a B2B manufacturer who found that staffing an online chat feature in order to provide customize ...
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Gluten-Free Baking
Case Study
Gluten-Free Baking
Jodi Benson, New Business Development Director for General Mills, describes developing a new line of Betty Crocker bake mixes by reaching out to online communities interested in gluten-free baking.
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Compelling Content
Interview
Compelling Content
Joe Pulizzi, Founder of Junta 42 & The Content Marketing Institute, describes how social media has changed the relationship with customers. Without compelling information and content, a brand cannot be meaningful to customers. All brands have to focus on providing ...
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Start Small
Interview
Start Small
Donald McLoughlin, VP Marketing Small Business Services for ADP, recommends introducing new strategies by starting small. These can be expanded as senior management becomes more comfortable.
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Multi-Channel Campaigns
Interview
Multi-Channel Campaigns
Adam Schlachter, Director of Digital Investment at MEC, talks about working on multi-channel, multi-silo campaigns. It is not about having a print strategy or tv strategy, but about reaching the consumer with the right message at the right time. When ...