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    Interview
     | 
    SEP 6, 2018

    The task can overwhelm a brand's marketing department

    Melissa Burdick, Megan Harbold, Daniel Knijnik, Michael Lagoni
    President, Vice President, Ecommerce, CEO, CEO
    Pacvue, The Mars Agency, Quartile, Stackline
    Interview
     | 
    MAY 21, 2018

    For companies focused on branding and brand consideration, loyalty is becoming an elusive and diminished concept. If a brand reaches someone in the preconsideration phase, a purchase is twice as likely vs. just trying to have an impact at the active evaluation stage.

    Laurence Blanchard, Chris Chobanian
    Group Strategy Director, Senior Director, Digital Analytics
    360i, 360i
    Interview
     | 
    OCT 25, 2018

    Brand identity is everything

    Heather Watson
    Consulting and Behavioral Insights Lead
    Center for Generational Kinetics
    Interview
     | 
    JUL 20, 2018

    The Greek yogurt brand ditched Marketing 101 principals

    Eddie Revis
    Senior Director, Marketing Communications
    Chobani
    Interview
     | 
    SEP 10, 2018

    It'll be as ubiquitous as the internet

    Keith Soljacich
    Vice President of Experiential Technology
    Digitas
    Interview
     | 
    OCT 31, 2018

    Prime is a game changer for global ecommerce

    Daniel Knijnik, Andrea Omodei
    Co-Founder and CEO, Head of Digital and Ecommerce
    Quartile, Alfaparf Group
    Interview
     | 
    JUN 11, 2018

    Marketers and publishers continue to make it a priority

    Susan Schiekofer
    Chief Digital Investment Officer
    GroupM
    Interview
     | 
    FEB 16, 2018

    It’s not all about advertising

    Elyse Burack
    Marketing Director
    Boxed
    Interview
     | 
    JUN 25, 2018

    Turning challenges into opportunities

    Chris Papaleo
    Executive Director, Emerging Technology
    Hearst
    Interview
     | 
    JUN 12, 2018

    What the generation values most

    Andrew Au
    President
    Intercept Group
    Interview
     | 
    FEB 15, 2018

    But it's essential to be prepared

    Josh Palau
    Vice President, Digital Strategy and Platforms
    Bayer Consumer Health
    Interview
     | 
    MAY 25, 2018

    Why one-to-moment marketing matters

    Rob Roy
    Chief Digital Officer
    Sprint
    Interview
     | 
    JUN 28, 2018

    First thing's first: They do spend money

    Danielle Malloy , Mitch Spolan
    Director, Marketing Solutions, Brand Partnerships , Executive Vice President, Marketing Services
    Chegg, Chegg
    Interview
     | 
    APR 25, 2018

    It's evolving into branding, and everything else, because it's a flexible tool that can be used. We built an analytical structure on top of our training operation that allows us to do testing on 12 or 13 different metrics, from awareness through surveys, down to cost per acquisition. Having that full analytical stack tied into it is also pretty critical.

    Chris Wexler
    Executive Director, Media and Analytics
    Cramer-Krasselt
    Interview
     | 
    OCT 10, 2017

    Branding apps provide a great opportunity for brands to garner data—even one-use throwaway apps. They’re inexpensive to build, and not enough brands have embraced their use. “Branding apps provide a great opportunity for brands to garner data, even one-use throwaway apps.” eMarketer: Do these throwaway apps provide marketers with data about users?

    Patrick Hopf
    Co-Founder and President
    SourceKnowledge
    Interview
     | 
    NOV 14, 2017

    Caroline Klatt: Chatbots were this big announcement, but marketers used them for branding activities that weren’t part of their holistic strategy. They were these gimmicky, campaign-specific experiences that didn’t drive sales, and it soured chatbots for a lot of consumers.

    Caroline Klatt
    CEO
    Headliner Labs
    Interview
     | 
    DEC 14, 2018

    If you’re a TV company, you’re not just trying to hold onto your branding dollars; you’re trying to figure out ways to grow. The way you do that is by going after the direct-response bucket. The direct-response bucket is primarily the $100 billion-plus market that spends inside of Facebook and Google. And the allure there is they can buy simply, programmatically and in a very automated fashion.

    Lorne Brown
    CEO
    Operative
    Interview
     | 
    MAY 23, 2018

    Our brand marketing, performance marketing, content marketing, CRM [customer relationship management] and email marketing teams work in tandem with these other silos. Our Digital Center of Excellence sits in the marketing organization, but it horizontally enables the entire company to work together. What allows the Center of Excellence to achieve this?

    Amanda Reierson
    Head of Digital
    Farmers Insurance
    Interview
     | 
    JUL 18, 2018

    Everything from branding to the purchasing funnel will still exist, but it will require new forms of curation. If brands take this approach, will they ever be able to generate purchases? Do consumers have to get used to placing orders through voice? Consumers are more likely to order a pizza or something small through a smart speaker over traditional ecommerce-style shopping.

    Meg Goldthwaite, Gina Garrubbo
    CMO, CEO
    National Public Radio, National Public Media
    Interview
     | 
    JUN 15, 2018

    And the branding opportunity has not been that strong. Have changes to the News Feed contributed to publisher skepticism? Yes. Facebook is changing strategies on a dime. They do one thing one minute, and it changes the next day. So there's been a little bit of a breakdown of trust in the relationship between Facebook and publishers.

    Michael Zimbalist
    Chief Strategy and Innovation Officer
    Philadelphia Media Network
    Interview
     | 
    JUL 20, 2018

    But there's more to voice than branding a utility. Our UNICEF Kid Power skill prompts children to exercise in their home by playing games. UNICEF converts engagement into food packets and sends them to the homes of poor people around the world. The nonprofit creates value for downtrodden people who can't engage with the skill, while also teaching kids they can help change the world in a tangible way.

    Doug Robinson
    CEO
    Fresh Digital Group
    Interview
     | 
    JUL 20, 2018

    On a global level, you have to put some rules and parameters in place so the individual brand marketing teams can do what they need to do. Taking that ecommerce example a step further, do you see brands starting to coordinate their reach and frequency efforts across multiple online retailers?

    Greg Bayer
    Senior Vice President, Product
    Nielsen Marketing Cloud
    Interview
     | 
    JUL 3, 2018

    eMarketer’s Jillian Ryan spoke with five B2B brand marketing leaders about how they pushed through barriers, implementing marketing technology solutions at their organizations that integrate disparate data sources and make audience data actionable for advanced and targeted marketing practices.

    Kelvin Gee, Kyle Gesuelli, Anish Jariwala, Brandon Jensen, Gavin Warrener
    Senior Director, Modern Marketing Business Transformation, Head of Growth, Senior Director, Digital Marketing Strategy and Insights, Director, Marketing Operations, Director, B2B Demand Generation and Integrated Marketing, T-Mobile for Business
    Oracle, Frame.io, Informatica, Workfront, T-Mobile
    Interview
     | 
    JUL 18, 2018

    On mobile—where we're mainly doing social video ads—our ads are shorter and the branding is upfront to tell the story as quick as possible. Whereas for a consumer streaming to a connected TV, tablet or desktop, we're planning on repurposing creative with ad formats between 15 and 30 seconds. What return on investment (ROI) do you expect from this foray into VOD advertising? The bottom line is sales.

    Sameer Bandeali
    Digital Marketing and Ecommerce Leader
    Maple Leaf Foods