Marketing Thought Leaders

April 2012

To Tell the Truth: Honesty Makes for Powerful Marketing

Mom told you to always tell the truth. More than ever, truthfulness is a powerful tool in business and in marketing to engage, attract and retain customers. In his latest book, Tell the Truth: Honesty Is Your Most Powerful Marketing Tool, Jonathan Salem Baskin, president of Baskin Brand Associates, shares his insights on why honesty is the best policy. In this exclusive interview, learn how some brands are using truthfulness as a competitive advantage.

Information to Intimacy: How Data Differentiates the Customer Experience
For many marketers, the customer experience is distilled in a single moment – when the consumer is in your store, checking into your hotel, sitting on your plane, surfing your Website, or whenever else in direct contact with your company. But this final act is the culmination of hours of hours of work – understanding customers and what they value. But none of this can come to pass effectively without a keen focus on customer information. Learn how data can differentiate your brand to turn information into customer intimacy. (Register for related 4/16 free webcast.)

Campaign Corner: Denny’s “Always Open” Web Series
Is unscripted comedy the way to a consumer’s heart … and wallet? In the present-day cultural climate of likes, shares and retweets, Denny’s is betting that it is. With a successful first season in its rearview mirror, the international Spartanburg, S.C.-based restaurant chain kicked off the second season of its “Always Open” Web series on April 11. “Always Open” episodes feature comedian host David Koechner having an unscripted conversation with a celebrity over a meal in a booth at a real Denny’s location.

Gimme a Hug: New Coke Machine Doles Out Free Drinks for Hugs
.Sometimes you just need a hug. The folks at Coca-Cola are counting on the fact that loyal customers are eager to show their love with the launch of its latest vending machine that just begs for some luvin’ with the words “Hug Me” sprawled across the famous red-and-white machines. Read how Coca-Cola is seeking to engage customers with gesture-based marketing.

Influence Strategy
A means of communication used by a channel member's personnel in applying its power in specific channel relationships.

@Mallikarjunan: 8 innovative ways to innovate http://cbsn.ws/IbxVLK

Nonprofit Marketing Conference

This year’s Nonprofit Marketing Conference will zero in on four critical themes to drive nonprofit success: hot topics, advanced marketing practices, new to nonprofit and maximizing your limited resources. The speaker sessions include: “We’re All in it Together: Develop, Recapture, Renew Relationships to Achieve Your Mission” with Todd Cohen, author of Everyone’s In Sales; “Real Google Success Stories for Nonprofits” with Jessie End, industry manager, Nonprofits and Religion, at Google; and back by popular demand, George Weiner, CTO, DoSomething.org will hold a session titled “New Trends in Social Media.”

ART Forum

Since 1990, the Advanced Research Techniques Forum has presented groundbreaking quantitative methods for strategic and tactical marketing decisions. This year's program combines topics of longstanding interest and areas of growing importance. Topics of traditional interest include discrete choice modeling, customer lifetime value, portfolio management and brand research. In areas of surging interest, there are presentations on methods to make marketing decisions using data from social media, text mining and user-generated content.

Augusta National Golf Club has wittheld membership to sponsor IBM's new CEO because she's female. Should IBM pull its sponsorship?
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"It’s not enough to have a 'sniffer' script detect your visitor’s Web browser and serve up a mobile version of your website. Mobile optimization is not just about presentation. It is about understanding the psychology of a visitor who discovers your site from a search performed on a mobile device."

-Trond Lyngbø

The CMO and the Future of Marketing

Enter the Dragon: Expanding Into the Chinese Marketplace

Want to Gain Better Customer Insights? Think SoLoMo

Beyond Luck: Three Steps to Better Innovation ROI

EpicMix: Redefining the Customer Experience with Big Ideas

Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation

Podcasts

Collaborative Imagining: How to Make Creativity Work

From Globalization to Emerging Markets

Jeffrey Hayzlett, Author of 'Running the Gauntlet,' Discusses Marketers' Roles as Change Agents

Webcasts

Creating a Customer-Centric Culture

Pinterest: Beyond Lifestyle Scrapbooking to Brand Marketing Tactic

How To Do More With Less: Exploring Decoupling Strategy and Execution for Marketing Projects

Leverage Market Intelligence to Drive Sound Decision-Making and Gain a Competitive Edge

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Editorial:
Nancy Pekala, Director of Online Content
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