A plethora of brands once again engaged attendees at the SXSW conference and festival this year, which included 10 days of content, activities and events geared toward professionals in the tech, music and film industries. And Event Marketer staffers were on the ground from March 13-18 to take in the experiential activations firsthand. Check out this […]
An ad campaign from insurance company Aflac earlier this month illustrated how a recent shift in its marketing plans is taking shape: To conserve the additional media dollars that are required to target consumers in a fragmented digital media space, the brand has moved creative budgets in-house. AdExchanger explores how Aflac now uses its internal […]
While accessing a recurrent revenue stream and a loyal customer base are solid advantages of subscription-based businesses, there’s plenty more to explore—from complementary brand relationships to mapping customer journeys to re-marketing to former customers. Following are five takeaways, according to a piece in Multichannel Merchant, for businesses that rely on subscriptions as a key source […]
The detrimental effects caused by years of pandemic-related quarantines and subsequent social isolation—a phenomenon experienced in solitude and yet shared globally—has shed new light on the importance of mental health and wellness practices. And naturally, that cultural shift has permeated marketing campaigns, even in cases where a brand’s connection to mental health issues isn’t endemic. […]
The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of Integrated Marketing and Creative, Kevin […]
The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of Integrated Marketing and Creative, Kevin […]
While 2022 martech trends focused on customer centricity and an enhanced understanding of customer behavior and preferred communication channels, according to a piece in Multichannel Merchant, this year is about balancing the optimization of brand equity, the customer experience and the evolution of engagement. Check out these five trends in the martech space that marketers […]
To launch its new collection of teas designed to inspire mindfulness and self-care, Tetley activated a multisensory pop-up last month in a not-so-peaceful place: a crowded shopping mall. Event Marketer explores how the brand created a moment of Zen amid chaos, with three monochromatic rooms, sensory elements, art installations and self-care-inspired messaging.
Grassroots marketing is all about getting “brand in hand, in the context that makes sense,” Mark Kirkham, SVP and CMO of PepsiCo International Beverages, told Chief Marketer this week. But in sports marketing, including the work he’s doing for Gatorade’s 5V5 international girls soccer tournament, there is the potential to create a personalized, formative experience. […]
Many CMOs—59 percent, according to the Harvard Business Review—are experiencing increased pressure from CEOs to prove the ROI of marketing investments. But there are steps CMOs can take to optimize their marketing spend, according to a column in AdExchanger, from assessing the impact of vendors, agencies and martech tools to building collaborative teams to revitalizing […]