Walgreens shoppers who check in through Foursquare are offered a unique, scannable coupon, which they can redeem at the point-of-sale.
Like all online endeavors, maximizing the value of digital couponing requires more sophisticated infrastructure and data sharing than many stores currently have.
Today, auto manufacturers are incorporating elements such as social media contests and outreach to distinguish their respective brands.
Jaguar Land Rover is leveraging cutting-edge technologies to retain customers in an after-sales environment.
Forget about dog-eared road maps and catchy television jingles. These days, travelers are turning to social to map their route.
Dubbed "Adventures in Living," Idaho tourism's campaign asked contestants to nominate a family member in need of a vacation.
Flavored rum brand Sailor Jerry leveraged a series of very cool events to promote liquor to millenials over 21.
Marketing efforts targeted toward savvy, demanding millenials need to foster engagement through entertainment.
Indiana University was looking for a way to enhance and increase the effectiveness of its prospective student outreach, so it turned to Compendium.
As universities and community colleges face stiffer competition from each other, as well as new channels like online learning, higher education institutions are embracing digital tools and technologies to target students with more personalized campaigns.
Horizon Blue Cross Blue Shield of New Jersey knew it needed to better reach out to the Hispanic community. The question was, 'How?'
With Obamacare provisions soon to take effect, insurance companies need to be more adept at b-to-c marketing than ever.
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.
One of the core issues with social media marketing to the government is that few marketers know how to quantify its value.
The NBA launched a Spanish-language league website, but it wasn't a slam dunk until they did research into its Hispanic customer base.
Despite the increasing multicultural nature of the U.S. population, brands have difficulty maintaining websites specifically designed for multicultural e-commerce.
Despite the need to connect with consumers across multiple channels, financial services institutions still don't view social media as an effective direct marketing channel.
Last September, Huntington Bank launched a multimedia campaign online and across direct channels explaining the value of Asterisk Free Checking with impressive results.
Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.
Hiscox USA found that when it sent its direct mail was almost as important as the recipient.
The American Red Cross launched a multichannel year-end campaign to allow consumers to buy regular gifts for loved ones through a gift catalog that places these items side-by-side with gifts and services for those less fortunate.
Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say marrying these messages with outreach through other media is becoming an essential part of the nonprofit marketing mix.
For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.
Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce the TV spot."
As Americans gear up for the holiday travel rush, there's a chance the guy in the next seat didn't just book a cheap flight online — he may have booked a whole luxury getaway at a discount.
Alex Boylan, a winner of CBS' "The Amazing Race," thought up the idea of traveling around the world with no money and recording the experience for a series of Web episodes.
As the first Boomers have begun to hit 65, the generation that turned so many institutions on their heads is poised to do the same with retirement. Consumers born between 1946 and 1964 are more active, better educated and living longer than their parents, with Boomer women leading the way.
Marketers like to portray retirement as a permanent vacation, cocktail in hand. But after the recession, as worries about what would happen with savings kicked in for many Boomers, it became clear to Merrill Lynch Wealth Management that consumers wanted straight talk and real solutions.
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.
While consumer packaged goods (CPG) marketers have not embraced digital marketing strategies as quickly as marketers in other sectors, that looks poised to change.
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
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.
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.
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.
The populations of Hispanics and Asians in the US have each increased more than 40% in the last decade, a fact that has not escaped the country's marketers. The 2010 US Census data revealed that 16.3% of the country's population is now Hispanic, while Asians comprise 4.8% but is the fastest growing group.
Girl Scouts of the USA launched a multichannel campaign geared toward increasing Hispanic child and parental participation in July 2010. The campaign, "Real World Experiences," highlighted the weekends of two Latina girls, one of whom participates in troop activities and one of whom stays at home.
Windsor Health Plan recognized it had a short window to legally attract new members to its Medicare Advantage health plan during the three-month fall marketing period last year, so the company applied predictive response modeling to quickly find its best prospects.
Greenville Hospital System University Medical Center (GHS) launched a multichannel colorectal cancer screening campaign in conjunction with national colorectal cancer awareness month this past March. Jackson Marketing Group developed and executed the hospital system's vision.
Education industry marketers are communicating frequently with both parents and students to acquire and retain customers, and they're using a mix of traditional, e-mail and social media to do so.
Education sector b-to-b brands know that librarians benefit from collaboration and networking with their peers. However, education professionals are often difficult to reach through social media because many school districts have policies that restrict their employees' activity on Facebook and Twitter.
Financial services companies are making investments in direct marketing programs that aim to boost loyalty among their customers — many of whom have become suspicious and angry with the industry for their part in the financial crisis.
Lakeland Bank is the third-largest commercial bank in New Jersey (based on assets of $2.7 billion), but the company felt its brand identity could be stronger, particularly among younger customers.
Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.
Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.
As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.
Kmart's marketing team wanted teens to think of its exclusive clothing lines when it came time for back-to-school shopping.
Nonprofit marketers continue to rely on their long-standing marketing strategies, direct mail in particular, even as they move to integrate other online and social media elements into their fundraising arsenals.
Consumers associate the hands-on, outdoor work of Habitat for Humanity volunteers, who build homes for the underprivileged, with warm weather.
As many marketers face tighter budgets, the age-old b-to-b dilemma of targeting the right person in a revolving-door business environment, automating data processes can greatly improve lead generation.
A Seattle software development company incorporates data from online campaigns into lead generation profiles.
Company of the Week
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.