Marketing News & Expert Advice

Strategies

To reach the customers you need to reach, you need more than a good product and fire in your gut. You need strategy. Creating an effective strategy requires research, planning, analysis, experience, and a thorough knowledge of the online industry - an expert perspective. That's what this column shares.

Why The Creative and Media Divide Needs To Be Bridged

Jermyn Toh | Strategies

Oct 6, 2013 - Disenchanted with the agency model, a new breed of marketers in Asia has created new structures internally and increased their expectations of performance marketing. Comments

Topics in Marketing:

Lisa Lacy | Strategies

Disney Launches Vine Account, Asks Fans to Show Their ‘Disney Side’

Oct 4, 2013 - Disney encourages fans to create Vines that demonstrate what happens to them when they are at a Disney park. Comments

Gary Stein | Strategies

Total Cost of Ownership Needed to Grasp Relationship ROI

Oct 4, 2013 - As advertising shifts from big splashes toward ongoing conversations, we need a TCO approach to better understand relationship ROI. Comments

Lisa Lacy | Strategies

Fandango Literally Wants to Make Fans Scream

Oct 3, 2013 - Just in time for Halloween, a Twitter and Instagram initiative helps the brand push its new horror film hub. Comments

Nathan Richter | Strategies

With Website Optimization, There is No Such Thing as Perfect

Oct 3, 2013 - Don't let a year go by without engaging your customers. Waiting on the perfect technology means lost opportunity. Comments

Sundeep Kapur | Strategies

Seven Lessons from the World’s Greatest Marketer

Oct 2, 2013 - Today, we join citizens around the globe in the celebration of Gandhi Jayanti, the birthday of Mahatma Gandhi. See seven lessons from Gandhi, the world's greatest marketer. Comments

Lisa Lacy | Strategies

Heineken Challenges More Consumers to Travel Beyond Their Comfort Zones

Oct 2, 2013 - A video of the second iteration of Heineken's Departure Roulette campaign has netted more than 5.1 million views. Comments

Lisa Lacy | Strategies

Achoo By Kleenex Helps Consumers Predict When They Might Get Sick

Oct 2, 2013 - Kleenex says Achoo allows consumers to better prepare for cold and flu season. Comments

Mary Lisbeth D'Amico | Strategies

Bebe #be9to5 Campaign Reinforces Confident, Less ‘Trashy’ Image

Oct 2, 2013 - Once considered the darling of the sexy office wear segment, fashion brand Bebe is seeking to recapture its luster with an interactive campaign that asks young women to share what they do during the "new 9 to 5" - 9 PM to 5 AM. Comments

Robin Neifield | Strategies

In Marketing, Overwhelmed is the New Normal

Oct 2, 2013 - Marketers are in digital distress, according to new research from Adobe. Are you investing in your brand's success? Comments

Anna Bager | Mobile

The Mobile Opportunity, From the Mouths of Marketers [Study]

Oct 2, 2013 - IAB and research firm Ovum share insights from the Marketer Perceptions of Mobile Advertising 2013 report. Comments

Lisa Lacy | Strategies

Bojangles’ to Fans: #TailgateEverything

Oct 1, 2013 - The quick service chain has a new website with suggestions on how to tailgate beyond sports, such as in work, school and relationships, which conveniently incorporate its Big Bo Box. Comments

Kristin Kovner | Strategies

"Insource Digital Aptitude": Reflections on Advertising Week With IAB’s Randall Rothenberg

Oct 1, 2013 - After the frenzy of Advertising Week died down, ClickZ sat down with Randall Rothenberg, president & chief executive of the Interactive Advertising Bureau (IAB), to gauge his thoughts on the week, predictions for the future, and what we can learn by listening. Below, edited excerpts from our conversation. Comments

Lisa Lacy | Strategies

MasterCard Revamps Online Newsroom, Blog

Sep 30, 2013 - The online resources include curated content, images, videos and features on so-called cashless pioneers. Comments

Anna Papadopoulos | Strategies

The Art of Public Speaking

Sep 30, 2013 - If you're one of those people who isn't naturally inclined to want to be the center of attention, then perhaps these recommendations can at, least, help you improve your public speaking skills and maybe one day even look forward to it. Comments

Mary Lisbeth D'Amico | Strategies

Adweek 2013: Courting Millennials Pays Off for Wendy’s, Chevrolet & Bud Light

Sep 27, 2013 - Whether they call them millennials, next gen buyers or digital natives, it seems there's nothing that brands won't do to reach those elusive 18-33 olds. Comments

Lisa Lacy | Strategies

Blimpie Releases Its First App Aimed at Targeting Millennials

Sep 27, 2013 - The app, Blimpie Run, is tied to a brand overhaul that seeks to further engage millennials. Comments

Lisa Lacy | Strategies

Green Giant to Dieters: Go Ahead, Cheat with Vegetables

Sep 26, 2013 - Green Giant's campaign, which includes a website, videos and a blogger challenge, wants to change the national conversation about dieting and make consumers rethink vegetables. Comments

Lisa Lacy | Strategies

Stella Artois App Finds Bars Based on Mood

Sep 25, 2013 - Stella Artois' app, Le Bar Guide 2.0, finds locations based on Foursquare and Yelp reviews and can also sort bars based on price, proximity and rating. Comments

Matt Kapko | Strategies

Adweek 2013: WPP’S Sorrell Defines Modern Advertising as a Science, Not Art

Sep 25, 2013 - The head of the world's largest advertising and marketing conglomerate tells IAB MIXX attendees that "advertising is a reversion to when I came into the business almost 40 years ago" because it suggests legacy media and art instead of science. Comments

Mary Lisbeth D'Amico | Strategies

Adweek 2013: AdStage Launches Unified Ad Platform Geared to SMEs

Sep 24, 2013 - Silicon Valley Startup, AdStage, has launched a self-service platform designed to help small and medium sized businesses manage and analyze digital ad campaigns across search, social, mobile and display. Comments