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Creating Brand Semblance for Every Channel
Too often we devote our attention to the demographic (the group at large) when what we should really be focusing on is the individuals that make up that demographic. It’s those individuals that allow us to make our brands personal.
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Power of Permission: Today’s Transparent, Permission-Based Hospitality Marketing
As of June 2009, the Great Recession ended. At least that’s what the National Bureau of Economic Research reported, and in many respects, RICG agrees. Especially after seeing a recent PwC report that states U.S. hotel bookings are up and that hotels are expected to see a 2.6% occupancy rate increase, bringing the total up to a 57.2% occupancy rate. Now is the time for the Hospitality industry to define its value.
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Social CRM: What It Means Today
Best practices in Social CRM are beginning to emerge, but what is Social CRM and why should you care? Simply stated, Social CRM is the required evolution of traditional CRM to support engagement with social consumers. There has been an ongoing discussion among CRM and industry thought leaders regarding the definition of Social CRM for over two years now. While the focus has tended to be on the need for organizations to join the conversation, what’s clear is the need to evolve current CRM processes and technologies that will enable organizations to leverage the plethora of social media channels to their advantage.
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Building the Relationship with a New Dialogue
The financial downturn that began in December 2007 has had a significant impact on our lives, as well as our attitudes and behaviors as consumers. Have our purchasing behaviors changed forever? With today's tools, we have much better ways to capture and measure the information to answer that very question. So, what should we do with the data once we have it?
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The Intersection of the Consumer and the Marketer in Today’s Evolving Media Landscape
Given the evolution of the media landscape and the emergence of social media as a critical component in all marketing plans, marketers are continually challenged to connect with empowered consumers.
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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.