Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "multichannel"
- How does your friendly and functional online auto-loan brand compete against an in-box of offers for colorful frocks, sleek decor...and chocolate? Caribou's EIS veteran and Director of Lifecycle Marketing, Heather Grimstead, shares a makeover strategy for Caribou that involved more than imagery. It marshaled voice, cadence, brand identity and multi-channel messaging to reimagine the FinTech brand.
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at local levels.
- Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?
- In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's SVP, Head of Media, Jared Lake, talks strategy of launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix, and why certain channels didn't make the cut.
- Email is the top channel, followed closely by social, SundaySky reports.
- Privacy concerns are driving 86% of marketers to invest more in first-party data and 77% in zero-party data, the CMO Club and SheerID report.
- COVID forced performance driven ThirdLove to drastically cut ad spend; shifting focus to marketing efficiencies and repeat business in order to generate profit. They did a lot of testing, learning and data collecting. As a result, a new holistic marketing approach evolved. How does leveraging customer insights, dynamic quizzes, new channels, and 3D technology result in more efficient and better performing marketing strategies?
- Some 86% of senior marketers worldwide believe lack of leadership and capabilities has resulted in missed revenue.
- Data silos are increasingly frustrating consumers. Some 87% in a survey by the CMO Council found it frustrating when engaging in multiple channels and having to repeat themselves each time.
- Tired of being passed by like an old shoe? Then do what the JDC did- make some noise! Founded in 1914, the Jewish relief organization ramped up a multi-channel ad campaign to re-introduce their brand and get noticed.
- Kantar's full-funnel, multi-touch approach is intended to teach marketers to focus on brand building, and includes driving consumers to their website, even if the company doesn't support direct-to-consumer brands.
- The brand sought to amplify Mountain Dew ICE's launch in 2018 MTV Movie & TV Awards through a multi-platform marketing campaign to generate product awareness.
- While there's plenty of news about the future of retail and payments, there wasn't a place for business leaders to find the "so what?" perspective on these topics.
- In a fast-moving industry that is growing quickly, Spartan needed more than a good email system. It got one.
- 95% of marketers say they understand the value of a multichannel approach, but only 73% have a vetted multichannel strategy ready to use.
- Here's a sample of data-backed email takeaways: In Not Your Grandma's Email: The Transformation of Email in a Mobile World, the report reveals how to put email at the core of your multichannel campaigns, driving engagement and revenue.
- As consumer attention is increasingly split across screens, marketers are looking holistically at all touchpoints to find their audiences in the right place, at the right time. It's not enough anymore to look at digital media and TV advertising as separate channels.
