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Kia, Coca-Cola Kick Off Super Bowl Advertising
The much-anticipated kickoff between the New England Patriots and the New York Giants is still a few days away, but that's not stopping the major brands from building up their own kind of hype with behemoth campaigns that pull out all the stops.
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A Campaign, Divided, Cannot Stand
When a company is starting a marketing campaign, it may feel tempting to put every aspect of the advertising blitz in its own little box (or silo), keeping the traditional components completely separate from the digital marketing materials and tacking on social media as an afterthought.
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Branded Websites Send Sales Soaring
A study from comScore, dunnhumbyUSA and Accenture found that branded consumer packaged goods marketers can positively impact their in-store sales by focusing on their websites and digital marketing.
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Multichannel Ads Effective, But Keep It Short
Determining the optimum amount of time for retaining consumers' attention is a delicate balance.
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Among Smartphone Habits, Apps Trump Video Viewing
As consumers' enthusiasm for mobile devices dulls from excitement to acceptance of the tools as a part of everyday life, some phone-based activities have lost popularity, Kathryn Koegel writes for Advertising Age.
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Digital Marketing Builds Consumer Trust
A group of media and marketing associations will be using a new campaign to build consumer awareness about interest-based ads delivered through digital marketing channels.
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Digital and Direct Making a Comeback
Based on findings in Bernhart Associates' Quarterly Digital and Direct Marketing Employment Report, marketers will be busier this year, and are increasing their hiring to cope with the influx of work.
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JCPenney Launching New Branding Effort
In an effort that it says will "re-invent the in-store experience," JCPenney recently announced that it would be launching a branding campaign that includes restructuring its location strategy and rolling out a series of scheduled sales rather than offering discounts on an ad hoc basis.
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Is it Time to Ditch Click-Throughs?
Many marketing and advertising professionals have railed against using click-through rates as a metric for determining the performance of a digital marketing campaign.
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Marketers Turning into Locovores
There seems to be a shift in ad agencies' tactics in reaching out to consumers. Rather than use digital marketing to launch national, faceless promotions, brands are using the channel to run local campaigns that incorporate the unique features of the community.