word of mouth
The Ice Bucket Challenge engenders a tidal wave of support for the ALS Association
Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.
Caltex called on media agency MEC to develop a campaign that would give the brand a reputation facelift in the Southeast Asia market.
Research shows that customers who receive constructive responses after negative posts become more actively engaged.
Consumers are taking to social channels to discuss brands more than ever, a new report says.
Following its streak of 2012 Tony Award wins, Once the Musical expands its audience with an intelligent campaign that cleverly capitalizes on existing buzz.
Advocate customers want to sing your praises, so give them a stage and a mic
The diaper brand absorbed hundreds of thousands of happy—and identifiable—customers with a promotion that doubled the benefits for those who share.
Please, solve my problem before you ask for a referral.
Moving residences prompts purchases, but also tests customers' loyalty to current providers.
Coffee drinking is often a social activity, which is why it made sense for Green Mountain to tap BzzAgent to promote its fair trade-certified coffee line.
All I really need to know about marketing I learned on summer vacation.
School is out for summer, but for marketers, dealing with teens is a year-round learning process.
Even before blogs existed, Mad Men-era marketers knew that women held the purse strings in their homes.
Corporate training company VitalSmarts uses its "Awareness Team" to spread the word about the brand's professional training products through social media, and the company also relies heavily on word-of-mouth referrals it obtains through free distribution of some of its best-selling books at trade shows and executive briefings.
LBi International acquired social media marketing agency Mr Youth for approximately $40 million to $50 million, Luke Taylor, CEO of LBi, told Direct Marketing News.
Zico brand coconut water's latest campaign features NBA star Kevin Garnett and allows consumers to pledge, through Facebook, to live a more natural lifestyle. It offers to give away Zico to one lucky fan each day, but also to make a donation to the Challenged Athletes Foundation for each pledge.
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.
Leo Burnett has created an interactive ad unit for Facebook that will allow brands to initiate conversations with consumers by posting photos, videos, links and status updates onto the social network.
Consumers have cut back significantly on sharing opinions about companies, as well as their products and services, since the beginning of the "Great Recession," according to research from Colloquy. Fifty-eight percent of consumers said they have discussions with family members, friends and colleagues about the brands they use, down from 73% in 2008, according to the loyalty marketing consultancy.
Custom clothing company J. Hilburn launched its first e-commerce website on March 23. The site, which the company created in-house, features sophisticated social media and e-mail sharing mechanisms. Prior to the launch, J. Hilburn's products were available exclusively through more than 800 personal style advisors nationwide who would meet with customers to take measurements and provide fashion suggestions.
As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.
While the concept of word-of-mouth marketing has been around for ages, the Web and social media have taken it a step further.
As executives bring their brands to life, they should invest in the people who know it best: their employees. Who better to tell a brand's story than those people who are most passionate about a brand.
Word-of-mouth marketing programs are effective in both the short and long term, showing up to a 60% return on investment, according to an academic study.
ICOM, a division of Epsilon Targeting, released a study yesterday with some interesting findings on influencers.
Acquisition today is tougher than ever before, beyond simply building the perfect prospect list. With over 14 states now engaged in some form of do-not-mail legislation, smart b-to-b and consumer marketers are re-thinking the entire concept of engaging leads and acquiring new customers.More than a platform for the exchange of information, the most successful acquisition projects of 2010 will be those that call upon the aid of search engine optimization (SEO) strategies and homepage opt-ins, word of mouth, social networking and blogging tools and strategies.
Microsoft launched an online haiku contest this month targeting IT professionals. To win a home theater system and an Xbox 360 Elite console, IT pros can submit their best haikus about the Windows Server 2008 R2 operating system via Twitter or the campaign's microsite, R2Haiku.com.
Juice maker Welch's, which spent $4 million online last year, launched its "Real. Grape. Goodness" integrated effort, November 12. It includes TV, online and print components.
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.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...