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
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
OCT 25, 2018
Brand identity is everything
Consulting and Behavioral Insights Lead
Center for Generational Kinetics
JUL 20, 2018
The Greek yogurt brand ditched Marketing 101 principals
Senior Director, Marketing Communications
SEP 10, 2018
It'll be as ubiquitous as the internet
Vice President of Experiential Technology
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
JUN 11, 2018
Marketers and publishers continue to make it a priority
Chief Digital Investment Officer
FEB 16, 2018
It’s not all about advertising
JUN 25, 2018
Turning challenges into opportunities
Executive Director, Emerging Technology
JUN 12, 2018
What the generation values most
FEB 15, 2018
But it's essential to be prepared
Vice President, Digital Strategy and Platforms
Bayer Consumer Health
MAY 25, 2018
Why one-to-moment marketing matters
Chief Digital Officer
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
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.
Executive Director, Media and Analytics
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?
Co-Founder and President
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.
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.
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?
Head of Digital
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
National Public Radio, National Public Media
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.
Chief Strategy and Innovation Officer
Philadelphia Media Network
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.
Fresh Digital Group
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?
Senior Vice President, Product
Nielsen Marketing Cloud
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
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.
Digital Marketing and Ecommerce Leader
Maple Leaf Foods