Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "integrated marketing"
- D2Cs need to stand out from the crowded D2C space and have begun using print and mail media as a direct response tactic. Is this channel as effective as the digital channels? How does this channel integrate with other media. Where does it fit within the funnel? Ultimately does it help drive ROI? Mixbook's CMO, Ben De Castro, shares answers to these questions.
- As their consumers returned to IRL shopping last summer, Lively brought its full-funnel approach to re-engaging their community. WearLIVELY's Senior Manager of Lifecycle Marketing, Hayley Squire, walks us through a month-long tour of the brand hitting the road: coordinating partnerships, social, local influencers, retail, SMS and email (even swag bags) into a community-based surround-sound messaging model. What did she learn about the discrete and integrated impact of so many syncopated channels?
- With a focus on data interoperability and working with firms once considered rivals, Spherical can drive value from known and unknown first-party data for customer engagement and acquisition.
- As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a CPG company is in a channel agnostic future?
- Sometimes bigger is not better, especially when making smarter use of social amplification. For its Tiny Desk Contest, a small cadre of content creators was recruited to drive views and engagement for the NPR Music project on behalf of a major corporate sponsor. NPR's VP of Sponsorship Marketing, Lamar Johnson, explores the ROI for this use of content creators vs. paid amplification and the tactics for sponsor integration and amplification that helped the program perform far beyond projections.
- Email remains the main fundraising funnel for political campaigns. But as SMS becomes increasingly important for organizations, voter mobilization, and fundraising, integrating the two messaging channels is critical. NRCC's Digital Fundraising Director, Taylor Black, shares learnings from recent Republican campaigns about how text and email can amplify and reinforce one another in unexpected ways. The two channels can reference and even quote one another to create a cross-channel conversation with users.
- The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
- As the retail landscape continues to shift, Mall Of America [MOA] shifts with it. Consumers today are looking for an elevated shopping experience, made convenient. Dive deep with MOA's v.p. of marketing, Grant Buntje, and integrated marketing manager, Sara Johnson, as they share their journey of supporting physical stores through a universal cart technology, how a Reddit thread brought it to new heights and where they're taking it next.
- Data-Centric approaches to marketing work best when all areas of a marketing organization understand the principles and tools for using data. As Empower's Brett Mowry outlines, data maturity often means moving companies away from "centers of excellence" and towards a more democratized structure where all marketers work more collaboratively and holistically with a common understanding about leveraging a CDP, managing 3rd party data and mapping customer journeys.
- Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
- The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
- Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
- What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station, Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
- How does a new film attract the attention of moviegoers when it's competing with a franchise that garnered more than one BILLION dollars at the box office? Lionsgate Films had to contend with just that when they released their murder mystery "Knives Out" on the same Thanksgiving weekend as "Frozen 2". Not only that, they're also both family-friendly films competing for much of the same audience. Their solution? A "gamified transmedia" experience. In partnership with AvatarLabs, Lionsgate created puzzles for fans to solve using the "Knives Out" marketing materials; including its trailer, posters and red carpet events. Each puzzle was coordinated with the film's paid creative, where participants could find clues to the mysteries. Each solved mystery earned entry into the $250,000 grand prize sweepstakes. To kick off the promotion they scripted a custom shot trailer with talent, created an Instagram story and launched an interactive campaign hub that drove fans to every element of the larger marketing campaign. For maximum impact, they ran instant-win prizes to further incentivize people to enter. They offered an array of puzzles and difficulty levels to engage with a broader audience through a variety of touch points and platforms, while also leveraging publicity opportunities for cast participation.
- Through highly engaging creative units and strategic ad placement, the campaign allowed the user to explore information about the RDX model in ways unique to each channel.
- Several weeks prior, it launched branded behind-the-scenes "leaks," press releases and four blockbuster trailers complemented by "official" branded assets including movie website, social handles, IMDB/Wiki pages, digital banners and videos, and OOH billboards.
- Lexus LS sales increased by +184% in February 2018 compared to the prior year, and increased by +269% in March 2018 compared to prior year.
- Be the Match's objective going into 2019 is to determine the optimal size and composition of the registry and launch a campaign that expedites that level of quality participation.
- Burger King has crafted a NextGen digital experience that caters to the needs of Gen Z by prioritizing seamless and personalized experiences and meeting guests where they are in their journey. Through an integrated Loyalty + CRM + Promotions Strategy, learn from Burger King's Senior Manager of CRM & Lifecycle Marketing and Digital, Erika Morley, and Director of Loyalty & CRM, Preston Nix, how Burger King is elevating the brand experience while increasing overall app visits and guest frequency.
- For Gen Z and beyond, immersive social experiences are the new internet. Gaming and esports have long been overlooked by brands and advertisers, but Ally recognized the power of this medium, understanding the deep connections built within this space. While they have a long history in supporting gaming through their own builds in Minecraft and Animal Crossing, they're now building partnerships and experiences that meet the gamer where they are and allows them to understand the benefit of having an ally in your corner. Ally Financial's Sr Director of Brand Strategy, Integration, and Gaming & Innovation, Beth Woodruff, will discuss how their gaming efforts have led to increased brand affinity and customer growth, while also future proofing their business.
- In today's privacy-first, cookieless world, search has emerged as an efficient and highly effective channel to capture consumer engagement across social, owned, and retail platforms. Digitas' Senior VP of Search, Elena MacGurn, shares her practical and actionable applications of multi-platform search strategies across various verticals. Hear her results-driven integrated approach that meets consumers where they choose to engage and drives measurable impact across the entire digital ecosystem.
