Strategic Theory, Goals, and Tactics: What Do They All Mean?

Strategic Theory, Goals, and Tactics: What Do They All Mean?

Cuisinart's director of marketing communications explains the difference between the three and how they're all linked.

Data-Driven Marketing Is Music to Pandora's Ears

Data-Driven Marketing Is Music to Pandora's Ears

The streaming radio company leverages customer usage and demographic data to attract high-quality listeners.

Why New Fans Flock to Wingstop

Why New Fans Flock to Wingstop

The chicken wings company spices up brand advocacy through its charitable tour.

Marketing Under the Influence of Music

Marketing Under the Influence of Music

Why marketers should listen to music and leaders should listen to their teams.

Sour Patch Kids Connects With Teens Through Culture

Sour Patch Kids Connects With Teens Through Culture

The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.

Learning How to Adopt a Retail Mind-set in a Nonprofit World

Learning How to Adopt a Retail Mind-set in a Nonprofit World

Customers expect personalization. Here's how DonorsChoose.org aces its email and online experiences.

Cadillac: Rebuilding the American Dream

Cadillac: Rebuilding the American Dream

The 113-year-old automotive luxury brand revs up its marketing strategy to compete in a modern market.

7 Secrets for Crafting Subject Lines That Drive Opens

7 Secrets for Crafting Subject Lines That Drive Opens

The one thing marketers can't afford to mess up in email campaigns are subject lines. Here's how JustAnswer ensures its emails get opened.

Finding a Brand Voice That Resonates

Finding a Brand Voice That Resonates

weBoost's brand transformation journey reveals how finding its true brand voice helped it connect with its target audience.

Storytelling to the Next Generation

Storytelling to the Next Generation

Experimenting with emerging technology to reach millennial buyers and influencers

Big Ambition; Small Budget

Big Ambition; Small Budget 

HelloFlo's four tips for generating results on a shoestring budget.

Brand Perception? It's All Relative

Brand Perception? It's All Relative

Shedding new light on the age-old customer testimonial.

What Should We Watch? How Redbox Is Innovating to Improve the Customer Experience

What Should We Watch? How Redbox Is Innovating to Improve the Customer Experience

How the movie and game rental company is driving convenience, personalization, and engagement across channels.

Today's Forecast? More Content

Today's Forecast? More Content

AccuWeather's six secrets for producing better content.

5 Must-Know Tips for Building a Market-Disruptive B2B Marketing Campaign

5 Must-Know Tips for Building a Market-Disruptive B2B Marketing Campaign

A breakdown of why marketing should be included in the go-to-market planning process from the get-go.

MorningStar Farms Grows Consumer Engagement Through Omnichannel Marketing

MorningStar Farms Grows Consumer Engagement Through Omnichannel Marketing

The food company is connecting the online and the physical worlds as part of its efforts to better our own.

The 5 R's of Marketing to Millennials

The 5 R's of Marketing to Millennials

Millennials may be too diverse to define universally, but there are ways marketers can resonate with them.

4 Key Social Don'ts to Complement Your Do's

4 Key Social Don'ts to Complement Your Do's

Savvy brands create fans like they make friends. In marketing, as in life, it's all about being genuine.

Don't Forget About "H2H" in Email Marketing

Don't Forget About "H2H" in Email Marketing

It's time to think less like a marketer and more like a human.

CENTURY 21 Fuels Brand Affinity Through Philanthropic Endeavors

CENTURY 21 Fuels Brand Affinity Through Philanthropic Endeavors

Four lessons the realty company learned that any marketer can adopt when launching their own activation.

Three Techniques for Marketing to Millennials

Three Techniques for Marketing to Millennials

Creating a value exchange, offering quality products and services, and promoting civic mindfulness will help marketers win over this influential generation.

Newton Running Makes Strides in Consumer Engagement

Newton Running Makes Strides in Consumer Engagement

The running shoe brand launches "The Run It, FEEL It, Spell It Challenge" to get consumers to share how they feel about running through social.

The Content Marketing Conundrum

The Content Marketing Conundrum

3 things marketers need to consider when developing a trustworthy content marketing strategy.

Every Season Is Vacation Season for the Tennessee Department of Tourist Development

Every Season Is Vacation Season for the Tennessee Department of Tourist Development

The state tourism organization launched a multi-seasonal campaign to increase engagement among target markets.

The 7 C's of a Collaborative Content Culture

The 7 C's of a Collaborative Content Culture

A thorough breakdown of what it takes to implement a successful content strategy across an organization.

Test Drives Aren't Just for Cars

Test Drives Aren't Just for Cars

Sigma Corporation of America's focused its bold "try-before-you-buy" campaign to capture the attention of experienced photographers unfamiliar with the brand.

Uncovering Hidden Media Channels

Uncovering Hidden Media Channels

The most effective or profitable channels aren't always the ones you expect.

The 4 R's of Marketing

The 4 R's of Marketing

Personalization redefined.

Reimagining an Undifferentiated Brand

Reimagining an Undifferentiated Brand

Apartments.com packs up the old landlord-centric experience and moves into the apartment-hunter's domain.

Travelocity Thinks Beyond the 30-Second Spot

Travelocity Thinks Beyond the 30-Second Spot

The online travel agency ventures off to a new, unknown territory—the 15-minute commercial—to educate consumers about its package bookings.

7 Ways to Listen to Your Brand's Transformational Consumers

7 Ways to Listen to Your Brand's Transformational Consumers

Your customers are talking. Are you tuning into what they have to say?

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SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.


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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...