With 20 years of experience leading marketing teams across a variety of business categories, from CPG to retail franchising to B2B2C to nonprofit, American Lung Association CMO Julia Fitzgerald is sure of one thing: Regardless of an organization’s business model, the fundamentals of effective marketing are essentially the same. It all starts with knowing the […]
ChatGPT has taken the world by storm since its launch last November, endlessly delighting consumers while raising the bar for generative conversation tools to dizzying new heights. But more generally, artificial intelligence enables a variety of business functions for digital marketers, from automating manual processes to monitoring data to fueling personalization. Here are four examples […]
KFC Canada built the first-ever winterized basketball court to capitalize on the sport’s growing popularity within the country—complete with pre-warmed basketballs, a nonslip-fabric court and regulation-size replicas of the brand’s iconic chicken buckets. Check out how the experience went down, according to coverage in Event Marketer.
Recently, we brought you a conversation with HBO Marketing VP Emily Giannusa on the network’s new apocalyptic series “The Last of Us,” whose two-year-long experiential strategy, among other things, helped garner an impressive number of eyeballs for the premiere. And that number is climbing as the show continues. Here we explore a key stop along […]
The results of Chief Marketer’s B2B marketing survey are in—and here’s what we’ve learned: There is a greater need for B2B marketers to measure ROI in marketing attribution. And projecting that ROI is a top barrier to gaining approval for marketing investments. The majority of respondents also confirmed that content marketing produces the greatest ROI, […]
Photo credit: Marcio Silva TD Bank locked in a 20-year naming rights extension this month with Boston’s TD Garden arena, home to the Bruins, the Celtics and hundreds of mega entertainment events each year. From a marketing perspective, awareness is the obvious play here. But it’s one tactic out of many that supports community-building in […]
How’s this for a sobering statistic: only 14 percent of marketers have achieved a 360-degree view of the customer, according to a Gartner research survey. Nor does achieving full customer data integration necessarily result in value creation, the research shows. Enter the digital twin of the customer (DToC), a virtual representation of a customer that […]
With online shopping now the norm, a sound ecommerce merchandising strategy is crucial to keeping customers’ attention and driving conversions. An article in Multichannel Merchant reviews five tips for creating an engaging online shopping experience—from responsive websites to filtering methods to product bundling.
The USAA, a financial services association for the military community, celebrated its 100th anniversary at the most recent Army-Navy football game with a fan-friendly look back at the game’s 123-year history, including personalized engagements, interactive tech, artifacts and memorabilia, and more. Here’s how the activation’s myriad touchpoints enhanced the game-day experience, according to coverage in […]
HBO’s new post-apocalyptic series “The Last of Us,” based on a 2013 video game of the same name, raked in 10 million viewers in two days across linear and HBO Max, making it the second biggest premiere on the network in a decade. But the marketing strategy started long before the show’s Jan. 14 debut. […]