Marketers, like most professionals, are eager to leverage the potential of data. According to DialogTech, more than 82% have expressed the need to use metrics to demonstrate their campaign's return on investment. Unfortunately, more than half believe that metrics do nothing to improve their efforts or drive their business, and these suspicions aren't entirely unfounded. During his September 2017 keynote speech at Advertising Week in New York, Mark Coffey, SVP of strategic operations of GasBuddy, spoke about the proliferation of data and how its mere presence doesn't guarantee impact. A deluge of data, in and of itself, offers brands no ...
The travel industry is undergoing a transformation. While frequent-flier miles and tiered loyalty programs were once the key to consumers' hearts, travelers are increasingly craving the cheapest price, deprioritizing points in favor of lower fares. As booking sites like Hopper and Google Flights place a further emphasis on price, and disruptors like Airbnb become a household name, legacy travel brands must consider how to drive excitement among travelers and redefine loyalty at all phases of the consumer journey.
The rise of visual social sharing via platforms such as Instagram has provided brands with a new way to examine their complex relationships with people.
The winners of the digital economy will be the companies who can leverage a detailed understanding of customer experience and use that information to drive transformation from the customer's perspective. By quantifying customer experience, CPG companies would be able to implement exact measures to enhance strengths and improve weaknesses, positioning them to conquer the four challenges facing their industry with customer-centric business solutions.
You're all dressed for work and ready to head out the door when you spill that last sip of coffee on your nice white shirt. Because you're living in the 21st century and you've enabled Tide on Alexa, you say, "Alexa, ask Tide how to get a coffee stain out of my shirt."
Tackling customer experience challenges and fostering innovation in omnichannel strategy have long been crucial priorities for retailers. But more recently, finding the solutions to those challenges, and a laser focus on eliminating customer friction points, have been more urgent agenda items than ever before thanks to Amazon.
That moment when water heating on a stove gets hot enough to transform from still into roiling is called the tipping point. Malcom Gladwell, who wrote The Tipping Point, chooses a unique word to describe the phenomena of widespread change that leads to a tipping point. He calls them "epidemics" because ideas, products and behaviors "spread just like viruses do."
Recently, I attended an advertising event and spoke to a new acquaintance who introduced herself as a "digital marketer" for a software company, but noted "We're not quite ready for video." I could only shake my head, because the reality is that, in this day-and-age, if you consider yourself to be in digital marketing and aren't actively integrating video into your plans, you're a walking oxymoron. Digital is video, and video is digital for any savvy brand marketer today.
It seems like just yesterday that sports properties and their brand partners were beginning to discover mobile video as a synergistic platform to enhance their activations. Today, it seems almost impossible to find a sports-related social media or online posting that doesn't include at least one video.
Marketers have long understood the power of music. As early as the 1920s, when commercial radio was in its infancy, advertisers began experimenting with jingles. General Mills even went so far as to commission a Minneapolis barbershop quartet to perform as the Wheaties Quartet and sing-wait for it-"The Wheaties Jingle."