Marketing Thought Leaders

October 2012

An Agency Paradigm Shift: Navigating the New Marketing Landscape

The new marketing landscape that has emerged is rocking the agency world causing agencies of all sizes to scramble to learn how to navigate it. From a plethora of new digital channels to changes in organizational structure, both on the client and agency side, agencies are facing some important paradigm shifts in the ways they get and do business.

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Tumblr Ads: How to Market to the Creative Crowd
There is no quick path to success in the new era of customer engagement. Progress will come incrementally—by listening to customers, adjusting engagement strategies, and learning through trial and error. Since diverse perspectives will be essential to mastering this new landscape, we sought out three practitioners with very different vantage points on marketing’s future including Virgin Altantic Airways CEO Steve Ridgway, American Express CMO John Hayes and Duncan Watts, principal research scientist of the Human Social Dynamics Group at Yahoo! Research. Following are some of their insights.

Putting a New Face on Customer Experience: Who’s Leading the Way?
The concept of organizations creating memorable customer experiences is, of course, nothing new. But, with the advent of new channels that have elevated customers’ expectations, today’s organizations are taking a hard look at how they can create the next generation of customer experience.

Campaign Corner: Grey Goose #HotelNoir
One quick visit to Grey Goose’s website immerses visitors in the plot of Hotel Noir, a seductive six-chapter story promoting the spirits brand’s latest vodka, Cherry Noir. Created by R/GA Chicago, the campaign is one of the first to leverage Instagram and Pinterest to increase awareness of a liquor product.

Tribal Marketing
Term coined by First Matter to refer to the creation of affinity groups for commercial ends. Perhaps the most notable and successful contemporary example is Harley-Davidson, which has coupled the sale of motorcycles and peripherals to the creation of weekend motorcycle clubs and an entire way of life built around Harley-Davidson products. Tribal marketing works best when it is constantly reinforced with icons. Source: IEG

@lisaarthur:Nice read about mkting a complex product (smart grids in this case) - there are takeaways for mktrs in any industry! http://jit.ly/_JztzX

Virtual XChange: The New Global Enterprise: Reaching Global Markets

To achieve global growth, your company should establish a worldwide brand. The brand’s marketing campaigns need a message that is tailored to the cultures to which you are marketing. Finding the right mix of central and locally produced content can be daunting. You will learn several different approaches to this quandary, including how to communicate across borders with your website, with your campaign or through social media channels.

Analytics with Purpose: The Human Edge of Big Data

The way we compile, assess, and act on data is evolving all the time, and marketers and researchers must adapt to it. AMA’s new conference is designed to help them do just that. The Analytics with Purpose: The Human Edge of Big Data conference will provide two full days of emerging approaches, thought-provoking conversations and meaningful interaction for practitioners and researchers alike. It will focus on the purpose of analytics – driving better decisions, creating insights, and growing business, but it will also focus on the human side.

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The Marketing Outlook Survey

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Best Practices For Growing Your Mobile App Business

Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers?

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Podcasts

Political Rhetoric Speaks Volumes

How to Increase Enterprise Social Media Marketing Effectiveness and Leverage Local Elements in Your Strategy

Small Message Big Impact: The Elevator Speech Effect

Webcasts

Breaking Through the Status Quo Barrier

The Lyris Digital Optimizer Report: Actionable Insights for Delivering Customer Value

Enabling the Dynamic Customer Journey: The Next Wave of Mobile, Social Marketing

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Editorial:
Nancy Pekala, Director of Online Content
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