As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President,
Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's
is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of
BrightEdge, known for its SEO focus, on Monday released insights on Black Friday and Cyber Monday trends, how Google searches changed on these shopping days, and what marketers can expect in 2022.
Email rates as the second-most popular use for data-driven marketing. Personalization is first, Ascend2 reports.
This year's holiday shopping season will look different as marketers rely on performance marketing and supply and demand plays a key role in campaign strategies.
CMOs fell into one of three personas in 2020: Traditionalists, Progressives and Disruptors. Which describes you? Findings of a global study by Designit may surprise marketers.
As Grocery Outlet showed during the pandemic of 2020, a firm social strategy for retailers can be used quickly to empower the in-store crews on the ground and across diverse locations. CMO Layla Kasha
explores how she built GO's platform strategy to be adroit and powered by local creativity. How do you train, empower and coordinate such a network of brand ambassadors that are in closest contact
with your customers?
Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing
skill. Hedy Payghambari, director of marketing and media at Papa Murphy's, shares her teachable moments and the tools and tactics she leveraged to maximize return on investment on digital channels.
When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand
activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around
messes into highly relatable Paperbird brand work.
Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a
clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that
Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
While most hospitality organizations were trying to connect with consumers at the front desk, the folks at Red Roof Inn set their sights on more strategic voice opportunities. Kevin Scholl, Red Roof's
Director of Digital Marketing, discusses leveraging voice technology, SEO optimization and why they're proud to be the only hospitality brand to engage with consumers in their homes and cars via
As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG
side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media
mix to elevate and leverage their message well beyond social.
Consumers can't always get their favorite brands now, leading to a "great mix master of trial" that could upend existing loyalty relationships.
While podcasts are hot, understanding the important differences across listeners can make or break your podcast strategy.
Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and
differences from other groups."
"Put yourself in the customer's shoes and consider the roadblocks, pain points, and motivations at each stage of the journey -- paying close attention to the transitions between each stage."
Nick Ferrugia, head of media strategy and execution at Fifth Third Bank, put it all into paid search, as it pays the highest value and is based on digital tactics. "We decided to go all in and see how
far it goes."
Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,
A sports talk radio debate about the importance of "fan attendance" versus "fan intensity" got me thinking about my long-held belief that pure reach is secondary to engagement.
Nearly two-thirds of marketers believe major brands will develop direct-to-consumer digital media strategies that bypass so-called walled gardens like Amazon, Google and Facebook within the next five
years. That's the top finding of a survey of ad executives conducted by Advertiser Perceptions Inc. for "Research Intelligencer."
Development of strategic questions about levels of investments in business and profitable growth targets
As the pace of change accelerates and the challenges facing businesses become more complex, leaders need new strategies, approaches and tools to navigate successfully into the future.
Engagement is the top strategic objective for over half of all email marketers, Ascend2 finds in a study.