Focus on ads that go beyond opening consumers' hearts to opening their wallets.
Seasonal marketing is about relevant marketing—and relevant marketing is often about identifying an opportunity and planning for it.
Sponsored content helps brands tackle customer engagement through community outreach.
Everywhere you look (everywhere), there's a heart (there's a heart), a brand to hold onto.
The Ravens did what they could to win the game, but how did the advertising stand up to capturing our attention?
The business of NFL football is much more than the game on Sunday.
Consumers come for the game, but they stay for the commercials.
Adobe's Digital Index studies America's biggest sporting event and concludes that marketers have to look to mobile to get more yardage out of their game plans.
Mars Chocolate North America launches a new integrated campaign that kicks off in time for the Super Bowl.
Linda Bartman, VP of marketing for Cars.com, discusses how the company approaches a Super Bowl ad buy.
Many marketers are missing out on leveraging the power of immediacy and relevancy that the mobile device can empower.
Twice a year, the marketing business pauses in its reinvention to expose its fear of fundamental change and highlight the disconnect that exists between what it says and what it does.
The International Labor Rights Forum (ILRF), a child labor watchdog organization, will launch an attack ad against Hersehy's on the Jumbotron outside of Lucas Oil Stadium in Indianapolis during the Super Bowl, the company said in a Jan. 31 statement. The ad will appear alongside ads by McDonalds and AllState and will reach more than 250,000 people, according to the ILRF.
Crowdsourcing is the equivalent of Mommy and Daddy enlisting 12-year-old Katie to babysit her 10-year-old brother Jimmy.
Online vacation rental company HomeAway has named GSD&M its agency of record for brand strategy, creative and media responsibility, said Matt Cohen, the company's senior director of global brand marketing.
Salesforce.com reported $504.3 million in revenue in the first quarter of fiscal 2012, a 34% year-over-year increase. The company saw $254 million in sales and marketing expenses in the period, a 46% increase compared with fiscal Q1 2011.
Consumers enjoy feeling a personal connection to brands but are they willing to afford brands the same lenience they would a crude friend?
To fill already-purchased TV spots for its failed Super Bowl ads, Groupon launched a new commercial on March 3 that embodies what has made the Chicago-based company so successful: simplicity.
In the wake of so many Super Bowl commercials that reportedly "missed the mark" when it came to driving viewers online for further interaction, the Oscars are poised to feature some spots that could be more on target, according to 'The New York Times.'
The Super Bowl represents a great opportunity for direct marketers to stand back and gauge consumer appetite.
Super Bowl spots have always served a purpose in terms of new companies launching with clever taglines or existing brands repositioning themselves.
Daily deal competitors Groupon and LivingSocial went for the laugh with their Super Bowl ads and, to some degree, they got it. Yet, in the process, these two brands might have missed a bigger opportunity.
The immediacy and measurability of SEM provide great insight into what ads viewers are paying attention to. Companies can leverage not just their brands, but also the themes of their ads, to garner traffic for days following high profile events like the Super Bowl.
My visceral reaction to this spot was positive. It was against the expectation of what Godaddy.com was known for: misogynist, salacious marketing. Instead, this spot was fun and self-deprecating.
Super Bowl marketing used to pretty much begin and end with the TV ad with perhaps some on-field product placement, sponsorships thrown in.
When CRM company Salesforce.com does something, it typically does it bigger than everybody else. For example: after industry rival SAP got Al Gore to keynote its 2010 SapphireNow event, Salesforce.com got Mr. William Jefferson Clinton to keynote its 2010 DreamForce event.
Google came out of its Internet shell to do a TV ad during the Super Bowl for the very first time.
Senator John McCain weighed in on the Census' $2.5 million Super Bowl ad, with fellow Republican Sen. Johnny Isakson joining in with criticism of the effort's $133 million total budget.
Unilever's Dove brand has launched an integrated campaign for its Men+Care line of skin products, including social media, TV and a microsite, DoveMenCare.com. The effort was aided by agency Mindshare.
Despite my ignorance of the most popular sport in this country, and my lack of football fever, I have always watched with interest the advertising alongside the big game, both as a marketing journalist and as a consumer. The Super Bowl ads tend to be entertaining and visually interesting. Super Bowl ads command big bucks, and this year, while the average price — $2.8 million for a 30-second spot — is less than last year's $3 million price tag, that trend continues.
Company of the week
Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.
Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.
Intent, which tells you who, how, and when to target, is a common thread on the customer journey.
It's been a bad year for TV service providers.