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. […]
Reddit’s interactive “Future Tellers” house of clairvoyance impressed B2B audiences at CES earlier this month. Event Marketer looks at how its first activation at the Las Vegas-based tech bonanza married the platform’s digital product with physical experiences to pitch its “early adopter” status and future-forward expertise.
Using a multichannel approach to messaging in your CRM strategy—rather than relying on a single channel to communicate and engage with prospects—can paint a clearer picture of the entire customer journey, from points of engagement to conversions. But beyond choosing the right CRM platform, developing a strategy roadmap will help unlock additional marketing potential from […]
Like all brands within the spirits category, Johnnie Walker is accustomed to marketing around life’s celebratory cultural moments. But when it came to the emerging, disruptive culture of Web3 and collectible NFTs, the whisky maker lacked influence. “This was an area of culture that we really weren’t playing in, and it was becoming one of […]
While CM sister pub Event Marketer was on the ground for Miami Art Week last month, three imaginative brand experiences stood out to the team: SoundCloud’s freestyle sound booth, Meta House’s mixed reality playground and Origins’ personalized story sketches. Explore how these brands showed up for attendees–plus a look at five activation formats leveraged during […]
Continued disruption within the beauty industry and the steady influx of new technologies have forced marketers in the category to become early adopters in digital. Virtual try-on technology, for instance, now enables customers to experience products virtually, thereby overcoming the confines of a physical retail store. An example of a company leading the charge is […]
The fashion and apparel brand Esprit, known throughout the ‘80s and ‘90s for its colorful, oversized sweatshirts and ubiquitous three-striped logo, is seeking a revival on U.S. soil. And it brought on Ana Andjelic, former Chief Brand Officer of Banana Republic, to lead the charge. Esprit’s new Global Chief Brand Officer is leaning into the […]