MTPS 2014: Video Edition

MTPS 2014: Video Edition

The entire 2014 Marketing&Tech Partnership is now available to view, session by session, on demand.

New Dimensions in Customer Analytics

New Dimensions in Customer Analytics

Marketers at Expedia's Egencia, FreshDirect, and MasterCard explain what it takes to adopt today's more customer-centric analytics.

Action, Not Talk, Gets Results

Action, Not Talk, Gets Results

Month 7 at Mitel: Digital marketing represents both a key driver and key outcome of the Mitel marketing function's transformation.

Word to the Wise: Generation Z

Word to the Wise: Generation Z

As a nation obsessed with imparting big, bold monikers on everything, can we not do better than Generation Z for today's teens and tweens?

Word to the Wise: Native Advertising

Word to the Wise: Native Advertising

A poorly named content marketing tactic similar to a print advertorial that lives "natively" within a publisher's online editorial content.

Kraft's Cool Digital Campaign is Anything But Cheesy

Kraft's Cool Digital Campaign is Anything But Cheesy

Kraft Macaroni & Cheese's "Dinner, Not Art" initiative has one aim in mind: to help people create lovely macaroni art without putting a single noodle to waste.

Word to the Wise: Gamification

Word to the Wise: Gamification

Oy! Enough with the buzzwords, already.

Digital marketing mastery in the B2B world

Digital marketing mastery in the B2B world

Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.

Rise above a crowded digital landscape

Rise above a crowded digital landscape

The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.

Beauty product retailers tick all the boxes, but only one passes the sniff test

Beauty product retailers tick all the boxes, but only one passes the sniff test

At first blush, The Body Shop and Bath & Body Works homepages have little to distinguish one from the other—but it's a similarity that's only skin deep.

FedEx aims for a hole in one with its PGA campaign

FedEx aims for a hole in one with its PGA campaign

"Nothing's more important than your clubs" is a tagline designed to resonate with golf enthusiasts, the core target of BBDO New York's recent campaign for FedEx.

Q&A: Kevin Drew Davis, ECD, Digitas Chicago & San Francisco

Q&A: Kevin Drew Davis, ECD, Digitas Chicago & San Francisco

Kevin Drew Davis, executive creative director at Digitas Chicago and San Francisco, on top digital trends and why traditional media's not fading.

Presidential candidates fight to the finish with strategic campaigns

Presidential candidates fight to the finish with strategic campaigns

The president race is an epic brand and marketing battle being waged by two warring forces for market supremacy.

Automotive brands are test-driving new marketing strategies

Automotive brands are test-driving new marketing strategies

Today, auto manufacturers are incorporating elements such as social media contests and outreach to distinguish their respective brands.

Automaker Škoda España "pimps" the lamest lemon

Automaker Škoda España "pimps" the lamest lemon

Škoda España was on a hunt for the biggest pile of junk in Spain this spring as part of its "Change My Car" campaign.

Little Caesars tops campaign with reverse psychology

Little Caesars tops campaign with reverse psychology

Pizza chain Little Caesars enlisted its new AOR to deliver a saucy integrated campaign that instructs customers not to do exactly what the brand does want them to do.

Dassault Systémes clarifies the complex

Dassault Systémes clarifies the complex

It is with heated defiance that Monica Menghini insists: "I'm not a geek."

IKEA uses digital transmigration to sell kitchens

IKEA uses digital transmigration to sell kitchens

Voyeurism meets interactivity in IKEA's "In the Kitchen" initiative, a digital effort that uses entertainment to demonstrate the practical nature of an IKEA kitchen.

Moto Guzzi USA revs up new microsite

Moto Guzzi USA revs up new microsite

Italian motorcycle company Moto Guzzi put a new spin on the 90-year-old brand's online presence with a revamped social hubsite.

Q&A: Stewart Krull, EVP & ECD, Atmosphere Proximity

Q&A: Stewart Krull, EVP & ECD, Atmosphere Proximity

Stewart Krull, EVP and executive creative director at Atmosphere Proximity, reveals his favorite apps and explains why a CMO's job just got harder.

Be relevant, not creepy

Be relevant, not creepy

Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.

Wasting traffic with poor conversion

Wasting traffic with poor conversion

Internet marketing is a two-step forward, one-step back process largely built on trial and error.

Generate sales-ready webinar leads

Generate sales-ready webinar leads

Webinars are a good source of leads for many marketers, especially in B2B—but they also have their fair share of challenges.

Web video's targeting versus TV's reach

Web video's targeting versus TV's reach

Consumers who watch videos online are valuable to advertisers, Hulu and YouTube marketing executives claim.

First-ever Internet taste test

First-ever Internet taste test

Pepsi Next teamed up with Funny or Die to create video skits featuring its Facebook fans tasting its new low-calorie cola beverage.

Q&A: Phil Fernandez, CEO, Marketo

Q&A: Phil Fernandez, CEO, Marketo

Marketo CEO Phil Fernandez answers our questions about the future of marketing.

B-to-g marketers leverage social media to build relationships with federal employees

B-to-g marketers leverage social media to build relationships with federal employees

B-to-g marketers use social media just like many other marketers do. It's all a matter of targeting and fostering relationships — not solely sales.

Ski resort caters to millennials with a fun season pass that appeals to their wallets

Ski resort caters to millennials with a fun season pass that appeals to their wallets

If you can't bring the 19-to-29-year-old demographic to the mountain — then give them an unbeatable deal that will.

Leveraging QR codes

Leveraging QR codes

LBS and QR codes leave an impression on the mobile marketing landscape.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.

Glad's "wild life" Facebook campaign belongs in the bin

Glad's "wild life" Facebook campaign belongs in the bin

There's not a bag big enough to dispose of the Glad Products Company's recent social venture.

Peugeot Panama's picture puzzles confound its Pinterest followers

Peugeot Panama's picture puzzles confound its Pinterest followers

Peugeot Panama's Pinterest game sounds fun and enticing enough, but it's nearly impossible to figure out.

UNICEF hopes to mimic Kony success

UNICEF hopes to mimic Kony success

UNICEF's #SahelNOW campaign is well-intentioned, but a carbon copy of Kony 2012.

Hunger Games satisfies fans' appetite

Hunger Games satisfies fans' appetite

The social media campaign surrounding The Hunger Games movie was about as cool and integrated as marketing campaigns can be.

Facebook's IPO could impact marketing

Facebook's IPO could impact marketing

Facebook's plan for a $5 billion initial public offering (IPO) has the potential to change Facebook's advertising structure.

McDonald's Twitter campaign backfires with popular hashtag

McDonald's Twitter campaign backfires with popular hashtag

McDonald's learned the hard way that social network campaigns take away their ability to control the message.

Toyota targets Yaris at young audience and confirms "It's a car!"

Toyota targets Yaris at young audience and confirms "It's a car!"

The Toyota "It's a car!" Facebook campaign features promotional videos, an interactive game and a trunk-full of awful jokes.

Celebrities assist with Haiti relief recovery

Celebrities assist with Haiti relief recovery

The celebrity-studded "Aid Still Required" online outreach campaign partnered with Internet giving social platform Snoball.com to raise online funds for the ongoing disaster

Heineken 'serenades' online crush

Heineken 'serenades' online crush

For users who give Heineken access to their Facebook profiles, the brand's highly original "Serenade" app allows them to craft personalized love songs.

Dell's transformation

Dell's transformation

Dell strives to better target its customers and market its brand.

IKEA enlists fans to target their own friends

IKEA enlists fans to target their own friends

The "Bring Your Own Friends" campaign from IKEA USA gave back to its customers while at the same time raised money for charity. Who can beat that?

Vicks gets moms' ear with flu warnings

Vicks gets moms' ear with flu warnings

New and expecting moms can track regional flu activity with ads from mobile apps.

Q&A: Pete Gombert, CEO, Balihoo

Q&A: Pete Gombert, CEO, Balihoo

Pete Gombert, CEO of the local marketing operations company Balihoo, discusses the need for digital and social marketing to be properly targeted.

Special February Issue: Twitter Tuesdays

Special February Issue: Twitter Tuesdays

Do you have questions about targeting? We know you do — and you're in luck! We're turning our Twitter feed (@DMNews) over to experts in the field.

Q&A: Steve Grant, head of strategy, Modea

Q&A: Steve Grant, head of strategy, Modea

Steve Grant, new head of strategy for the digital and creative agency Modea, discusses how this small agency is taking on some its biggest competitors, and what he believes is the future of branding.

Q&A: Bob Stohrer, CMO, Clear Channel Digital

Q&A: Bob Stohrer, CMO, Clear Channel Digital

Named CMO of radio giant Clear Channel's digital business in December, Bob Stohrer discusses his goals in the new position and how integrating Clear Channel's digital streaming platform iHeart with Facebook adds a second layer of targeting.

Q&A: Pete Deutschman, founder and chief buddy, The Buddy Group

Pete Deutschman, founder and chief buddy of digital agency The Buddy Group, predicts that text campaigns will diminish in 2012, or as he calls it, the Year of Google.

Nick Swinmurn, founder of Zappos.com and Rnkd

Nick Swinmurn, founder of Zappos.com and Rnkd

Nick Swinmurn, founder of Zappos.com, discusses his newest venture, Rnkd, and the power of social media commerce.

PCH EVP strikes innovative chord

PCH EVP strikes innovative chord

Deborah Holland has seen the Publishers Clearing House Prize Patrol surprise sweepstakes winners countless times. But after more than 30 years with the company, Holland, the EVP of creative strategy, communications and consumer affairs, finds the emotional exchange no less compelling today than when she first walked through the doors of PCH's Port Washington, N.Y. headquarters in 1979.

Game time

Game time

Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?

Apps emerge as ideal interactive partners

Apps emerge as ideal interactive partners

These apps do the trick when it comes to interactive gamification.

Engaging cover contest works out well for Fitness Magazine

Engaging cover contest works out well for Fitness Magazine

At Fitness Magazine, insight is the driver that propels and informs every new initiative.

Q&A: Ryon Harms, director of social media, Farmers Insurance

Q&A: Ryon Harms, director of social media, Farmers Insurance

Ryon Harms, Farmers Insurance director of social media, says people want to connect with faces, not products, on Facebook.

Choosing the right mobile ad network for your brand

Choosing the right mobile ad network for your brand

Mobile advertising is a fragmented market, with sketchy data on ad network market share and revenue.

Our look at the most - and least - engaging social media

Our look at the most - and least - engaging social media

This month's meter gauges: Mountain Dew, Procter & Gamble, Denny's and the Publishers Clearing House.

Modify Watches generates consumer feedback with Facebook app

Modify Watches generates consumer feedback with Facebook app

Since rebranding as Modify Watches in October of last year the company has faced an identity crisis: Are its consumers taste-making 15-year-old sneaker enthusiasts or hip 60-year-old women?

Q&A: Clara Shih, CEO and cofounder, Hearsay Social

Q&A: Clara Shih, CEO and cofounder, Hearsay Social

Clara Shih, CEO and cofounder of social marketing firm Hearsay Social and author of The Facebook Era, discusses data and privacy on Facebook and what could come of Amazon integrating with the social media behemoth.

Q&A: John Noe, CEO, Rokkan

Q&A: John Noe, CEO, Rokkan

John Noe, Rokkan's CEO, discusses the relationship between brands' websites and Facebook pages.

Digital marketers' next stop: 
the mobile home screen

Digital marketers' next stop: 
the mobile home screen

There is a piece of real estate in the digital world that has been around since the advent of the LCD screen on cell phones that nobody has yet figured out. Let's call it the "M-Spot," as in the "most valuable piece of digital real estate on the planet" spot.

Our look at the most - and least - engaging social media

Our look at the most - and least - engaging social media

This month's meter gauges the launch of restaurant chain Pei Wei Asian Diner's Caramel Chicken entrée; a Universal Pictures scavenger hunt to promote its flick "Tower Heist;" Heinz's "Get Well Soon" campaign; and Sara Lee Deli's "Life's Not Perfect ... But Your Deli Meat Can Be" Facebook push.

SquareTrade incentivizes social shares, deploys direct mail for sweeps

SquareTrade incentivizes social shares, deploys direct mail for sweeps

Given the Justin Bieber-level hysteria that typically accompanies the debut of a new Apple product, SquareTrade, a warranty provider for consumer electronics products, saw a marketing opportunity in the October launch of Apple's iPhone 4S.

Q&A: Don Kennedy, SVP of network sales, AOL Advertising

Q&A: Don Kennedy, SVP of network sales, AOL Advertising

Don Kennedy, SVP of network sales at AOL Advertising, discusses how advertisers are dealing with oversaturation in the display advertising landscape and how online publishers are dealing with remnant inventory challenges.

Six Flags wins teens with mobile program

Six Flags wins teens with mobile program

Amusement park Six Flags Great America in Chicago is now using text-to-win mobile campaigns in May as a way to incentivize teenage consumers to opt in to its consumer database.

Q&A: Brian Lesser, CEO, Xaxis

Q&A: Brian Lesser, CEO, Xaxis

Four months after WPP launched audience buying company Xaxis, CEO Brian Lesser discusses the firm's position in a crowded marketplace and what Xaxis has planned over the next year.

Hearst constructs 
its digital castle

Hearst constructs 
its digital castle

Digital or die. That's become the watchword of print brands, urgently harnessing the latest innovations — from social media platforms to smartphones to the iPad — to refashion their businesses for a new media age.

Our look at the most - and least - engaging social media

Our look at the most - and least - engaging social media

Last year, Old Spice scored with spokesman Isaiah Mustafa and a campaign that generated more YouTube views than Obama's victory speech. Now, the brand pits Mustafa against a new character, Fabio, who challenges him to a duel for the "Old Spice Man" title.

FTC, COPPA and PII, oh my

The Federal Trade Commission's proposed revisions to the Children's Online Privacy Protection Act could open the door to broader online advertising implications.

Q&A: Neil Perry, president, Poptent

Q&A: Neil Perry, president, Poptent

Neil Perry, president of video advertising firm Poptent, discusses how marketers are experimenting with online video ads and why mobile remains the format's frontier.

Golfsmith builds own, partners' consumer bases with Facebook page

Golfsmith builds own, partners' consumer bases with Facebook page

Specialty retailer Golfsmith had deployed a "hands-off" approach of "broadcasting questions," says Golfsmith's Internet marketing specialist Scott Magee, but now the retailer employs its Facebook page to benefit its marketing partners and broaden its consumer base.

Incorporating tablets into 
mobile marketing strategy

Incorporating tablets into 
mobile marketing strategy

Just like the smartphone before it, tablets are officially here to stay. Tablet penetration is expected to triple this year and double again next year, so smart brands are giving careful consideration to this new format.

Q&A: Ed Kaczmarek, director of innovation and consumer experiences, Kraft Foods

Q&A: Ed Kaczmarek, director of innovation and consumer experiences, Kraft Foods

Ed Kaczmarek, director of innovation and consumer experiences at Kraft Foods, explains mobile engagement's impact.

Our look at the most - and least - engaging social media

Cheer mixed Australian band Strange Talk's 
"Climbing Walls" music video with measurable interactive elements. Consumers could click on items featured in the video for a chance to win prizes such as clothes, a Fender Stratocaster guitar or an Apple iPod.

Q&A: Sir Martin Sorrell, CEO, WPP Group

Q&A: Sir Martin Sorrell, CEO, WPP Group

Direct Marketing News talked with Sir Martin Sorrell, CEO of holding company WPP Group, on Sept. 20 after he spoke at the "Brasil Inc. 2011" event in New York.

Musical uses Facebook, not YouTube, to showcase its fans

Musical uses Facebook, not YouTube, to showcase its fans

The musical "How to Succeed in Business Without Really Trying" boosted ticket sales by more than $50,000 through a video contest on Facebook.

Q&A: Riley Gibson, CEO and cofounder, Napkin Labs

Q&A: Riley Gibson, CEO and cofounder, Napkin Labs

Riley Gibson, CEO and cofounder of Napkin Labs, discusses how brands are using the "crowd-sourcing platform" to conduct loose-format focus groups.

CPG brands dive headfirst 
into digital sphere

CPG brands dive headfirst 
into digital sphere

While consumer packaged goods (CPG) marketers have not embraced digital marketing strategies as quickly as marketers in other sectors, that looks poised to change.

Rubbermaid trusts reviews

Rubbermaid trusts reviews

Since 2008, Rubbermaid has been using social commerce service provider Bazaarvoice's Ratings & Reviews program, which allows customers to comment and post reviews of the company's products on its site, as well as syndication of the reviews to retailer sites like Walmart.com.

Q&A: Scott Symonds, GM of media, search and analytics, AKQA

Q&A: Scott Symonds, GM of media, search and analytics, AKQA

Scott Symonds, GM of media, search and analytics at AKQA, says online video has vast growth potential.

Agencies should anticipate their clients' digital needs

Agencies should anticipate their clients' digital needs

Just a few years ago, many client requests were rather generic, buzzword-driven inquiries like, "What's up with mobile?" or "I want to build a social presence." Today, clients are smarter and looking to improve their ROI beyond the novelty stage to extract real, tangible value from their digital strategies.

Our look at the most - and least - engaging social media

Chevrolet doesn't buy the stereotype that video gamers hole up 
their mom's basement and pedal to the comic-book store on their sister's pink bike.

Offerpop uses flexibility 
to educate consumers

Offerpop works with clients to build social marketing applications that can be used on Facebook and Twitter to build brand awareness and sell products and deals through social media.

Q&A: Teresa Jeffry, retail industry practice head, AOL

Q&A: Teresa Jeffry, retail industry practice head, AOL

Teresa Jeffry, who heads AOL's retail industry practice, discusses how retailers are plotting their holiday display advertising campaigns.

Q&A: Stephanie Miller, VP of email and digital services at Aprimo

Stephanie Miller, VP of email and digital services with Aprimo, discusses factors including campaign management, audience segmentation, customization and an investment in technology to make your email campaign pay off.

Q&A: Bill Young, managing director, EA Ready

Q&A: Bill Young, managing director, EA Ready

Bill Young, managing director of EA Ready, says mobile and social gaming platforms offer more opportunities for advertisers than consoles.

Beauty site pre-launches with Facebook page, sweepstakes

Beauty site pre-launches with Facebook page, sweepstakes

The staff behind YouBeauty.com wanted to debut the site on July 1 with an established readership. After beta launching with a Facebook page and a social network sweepstakes in January, the site had 15,000 Facebook fans and a mailing list of more than 10,000 consumers by its launch.

Deeper look at data boosts sales for travel retailer

The marketers at UK-based online travel retailer On The Beach thought Facebook ads would be a great way to promote their holiday deals, but were not getting the results they wanted.

B-to-g marketers shift focus to 
digital and social channels

B-to-g marketers shift focus to 
digital and social channels

Business-to-government marketers must beware the bulk. Direct mail no longer headlines the b-to-g marketing mix. These days, print performs as a role player, supplementing a more integrated strategy that pivots on digital channels

Our look at the most - and least - engaging social media

Intel Corp. and Toshiba America Information Systems debuted "Inside," a "social film project" that allowed consumers to be part of a short film starring Emily Rossum. The companies are encouraging consumers to interact with the film's protagonist, who is trapped in a room with only her laptop, through Facebook, Twitter and YouTube.

Deloitte builds awareness

Deloitte builds awareness

Government-driven marketing pivots on engagement. Because the process to attain a government contract can take longer than 12 months, b-to-g companies have increasingly adopted digital marketing as a means to remain top-of-mind with their targets.

Q&A: Traci Gentry, VP of marketing, Bic USA

Q&A: Traci Gentry, VP of marketing, Bic USA

Traci Gentry, VP of marketing at Bic USA, says how her company mines 
its social media pages for inspiration.

Tailor marketing strategies to customer preferences

Tailor marketing strategies to customer preferences

To make communications relevant, marketers need information about each customer's preferences and interests. But where do you get this information? How do you coax customers to give it to you? A well thought-out preference center can make all the difference across all channels.

Q&A: Joe Fernandez, cofounder and CEO of Klout

Q&A: Joe Fernandez, cofounder and CEO of Klout

When streaming music service Spotify launched in the US on July 14, it tapped social analytics company Klout—as well as large brands such as Chevrolet and Coca-Cola—to gin up awareness. Klout cofounder and CEO Joe Fernandez tells 'Direct Marketing News' that the company plans to expand its capabilities to one day help marketers track social media ROI, as it did with Spotify.

Concert venue boosts profile with Facebook live-stream

Concert venue boosts profile with Facebook live-stream

Live event venue Austin City Limits Live at The Moody Theater wanted to distinguish itself from competing locations in concert-crazy Austin, Texas. The venue held its first concert in February, but a rock show in mid-June showcased its digital capabilities.

Ball Auto Group links Facebook with mall ads, drives purchases

A low ROI on in-mall advertisements drove automotive dealership chain Ball Automotive Group to abandon the out-of-home channel for five years. But a Facebook tie-in returned the company to the mall.

Household brands observe parents' needs in defining segmentation tactics

Household brands observe parents' needs in defining segmentation tactics

As households brace themselves for the annual back-to-school shopping season later this summer, marketers will rely on digital media, and in particular social media, to reach time-starved parents. Those efforts are evolving well beyond merely "friending" favorite brands.

Marketers give social thumbs up

Marketers give social thumbs up

Facebook's ubiquity creates opportunities for 
marketers to reach customers with more 
relevant and interactive messages
.

Master social media ROI

Measuring the value of marketing efforts on Facebook 
remains a mix of art and science. While most marketers agree that putting an exact value on the fans, shares or interaction on Facebook is difficult, they do express optimism that the Facebook ROI moment is not far off.

Our look at the most - and least - engaging social media

Our look at the most - and least - engaging social media

American Honda Motor Co. launched the "Super Civic Quest" Facebook scavenger hunt, asking consumers to scour the Internet for clues to help an imaginary Mexican wrestler find his Honda Civic.

MetLife's interactive stadium effort helps recharge brand and engage football fans

MetLife's interactive stadium effort helps recharge brand and engage football fans

MetLife deployed a fan engagement program at the New Meadowlands Stadium in East Rutherford, N.J., for New York Giants and Jets fans in an effort to make its brand more approachable and reshape the perception that life insurance companies are intimidating.

Elmer's seeks out crafters

Elmer's seeks out crafters

Elmer's Products wanted to target moms ages 25 to 55 interested in crafts and scrapbooking for the launch of an Elmer's and X-Acto line of crafting supplies, sold exclusively at Wal-Mart stores.

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