The wonderful thing about ordering food online is that you can get what you want quickly and accurately, without ever once talking to the indifferent high school stoner taking your order through a choppy phone connection. It’s like consumer nirvana, and it certainly explains why restaurants delight in talking about their upgraded ordering systems. Case […]
The director of ad technology for Netflix, Tony Ralph, and director of marketing for Abe’s Market, Michelle Goldstein, will appear at AdExchanger’s Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. Cross-channel attribution will be one topic discussed at the conference. As Netflix’s director of […]
Under Armour has muscled up since its origin as a supplier of compression tees, thanks to its work connecting channels like mobile and email to physical stores. Under Armour is now more than an apparel provider. One of its biggest data assets comes from its community Connected Fitness, which has grown 30% year over year […]
Even superfans need incentives. In the Pink, a regional Massachusetts-based retailer and the largest operator of Lilly Pulitzer affiliate stores in the US, wanted extra engagement during the busy summer season among “Lilly Lovers,” a term In The Pink founder Gordon Russell affectionately uses to describe his target demographic. “Lilly Pulitzer is to females what […]
SodaStream, a manufacturer of home carbonators, is letting some fizz out of its mass media activations to focus on increasing reach and frequency across digital and out-of-home. SodaStream is repositioning from its reputation as purely a soda maker to a company that supplies naturally flavored and low-calorie drink mixes and products like its new Power […]
Consumer packaged-goods startup Hello Products is combining TV with offline activations to create a competitive edge for its oral care products. As a challenger to household names like Crest and Colgate, Hello aims to differentiate its ethos through natural formulas and bright and alluring packaging. The brand is now activating digital video and TV with […]
When Alison Lewis joined Johnson & Johnson as its first-ever consumer marketing chief in 2013, the purveyor of popular baby-care products like No More Tears and the ubiquitous Band-Aid, was at a crossroads as a company. “We had really great marketers and agency partners, but we realized we needed a unified approach to brand-building for […]
7UP is giving the thumbs up to live-streamed video. For the second year in a row, the carbonated beverage brand is sponsoring Yahoo’s live stream of the Electric Daisy Carnival (EDC), an annual electronic dance music mecca sponsored by entertainment company Insomniac in Las Vegas this month. Music has been on Yahoo’s mind since the […]
L’Oréal, owner of 28 beauty lines including Garnier, Maybelline and Lancôme, knows consumers are increasingly multibrand shoppers. For years, it segmented customers simply as L’Oreal Paris shoppers or Maybelline brand loyalists. But new ecommerce channels create an abundance of choice, which makes consumers inherently less loyal. “For the past 20 years, each brand did what […]
Microsoft wanted to drum up interest for its digital note-taking app, OneNote, and needed to reach a generation of students who’d grown up on Apple devices. A big part of its consumer push is bringing heritage products like PowerPoint and Word into the mobile age by supplementing these tools with new cloud apps. Last winter, […]
Now with 14 million members and more than 50% of traffic and sales coming from mobile, Rue La La is finding more ways to understand customer acquisition paths, said the brand’s senior digital marketing manager, Feng Chang. “How you access us – device and source such as search, social or display – will help us […]
When Rite Aid launched its wellness+ program in 2010, it didn’t want to create just another plastic rewards program. “We really wanted it to be a brand awareness and loyalty initiative, since we were the first in retail to not only offer savings and discounts, but also to offer health and wellness benefits as part […]
Visa wants merchants and consumers to know it’s everywhere they want to be. And, increasingly, everywhere means mobile. The brand is committing more than 50% of its US media budget to digital, including social and mobile, said the company’s SVP and head of North America marketing, Lara Balazs. Last year, it invested 30-40% or more […]
The auto industry, ever competitive when it comes to traditional advertising, has brought that competition to programmatic buying. By leveraging data from car makers and dealers, brands are able to target and optimize their digital advertising through data-driven programmatic, and the competition is heating up in that space. According to data released by DSP and DMP Turn, price […]
Because a dress at Intermix will likely cost you in the four-digit range, the Gap-owned fashion retailer incorporates the needs of discriminating consumers into its commerce marketing strategy. Last Easter and Passover an asset allocation team moved product from Intermix’s flagship Madison Avenue store to high-end vacation spots like Bal Harbour in Miami to meet […]
United Airlines services more than 5,000 flights a day to 400 different destinations around the world. It uses desktop, mobile app, in-flight Wi-Fi, email and mobile web data to create an “intelligent, congruent customer experience,” said Nick Harris, senior manager of marketing channel optimization for United Airlines, at Ensighten’s Agility conference last week. However, connecting […]
Luxury brands used to benefit from their heritage. But nowadays “you have to reach an audience that may not have inherited that sense of legacy,” said Moet Hennessy digital director Jessica Holthaus at a Tuesday panel hosted by German publisher Axel Springer, WatchTime magazine and Martini Media. Holthaus said online video is a crucial part […]
When “consumer immersion” is your top brand metric, live-streaming video enters your channel-investment strategy. Such is the case for PepsiCo-owned Mountain Dew, one of the first brands to test-drive Twitter’s new live-video app, Periscope. Mountain Dew created a three-minute video asking fans to stop by and say, “What’s up?” and to interact by sending the […]
Montreal-based Frank & Oak, a menswear ecommerce company named by Fast Company as one of the “World’s Top 10 Most Innovative Companies of 2015,” thinks video and mobile should be the first entry points into its acquisition funnel. Founded in 2012, the company has more than 1.6 million active users (most of them young males […]
While sports and selling houses might not have much in common, residential real estate brokerage Coldwell Banker wanted to create brand awareness that extended beyond the big-ticket transaction. Thus, for the fourth year in a row, Coldwell Banker will buy commercial airtime alongside ESPN’s “Baseball Tonight” for “Catch,” a 30-second spot created by Coldwell creative […]
If you’re looking for a last-minute hotel in Times Square, who ya gonna call? Google hopes you’ll simply do a quick search. The company has updated its Google Hotel Ads format, an AdWords product first launched in 2011, to include greater searchability on price and location, user reviews, mobile compatibility and high-res images. Hospitality giant […]
It’s been 125 years since the death of famed Dutch artist Vincent van Gogh, and Holland is going all out. With a yearlong commemoration of the post-impressionist painter just underway, the Netherlands Board of Tourism and Conventions (NBTC) hopes to drive awareness for Amsterdam, but particularly the less-frequented destinations in Holland like Gelderland and Brabant. […]
Unilever’s open-door approach to data and technology are on display in the brand’s Foundry effort, a program that invites startups to pitch their wares and work on digital innovation with the consumer packaged-goods company. Global Marketing SVP Marc Mathieu noted today’s data-obsessed marketing landscape has little to do with the French railway advertisements he remembers […]
Data, to the marketing organization, is like a vitamin – good for your overall health, but sometimes an afterthought (or you forget to take it entirely). That was a core theme at The Economist’s Big Rethink conference in New York City Thursday, where marketers gathered for a day of discussion at the Time Warner Center. […]
Linking up internal data assets is a great start – but while this can lead to nifty business results, it also has the potential to disrupt numerous employees and departments within a company. Brand marketers from Macy’s, Sephora and Walmart told their stories about combining customer and marketing data sets during a panel at LiveRamp’s […]
The first step for Travel Alberta, in its goal to grow tourism from $7.4 billion to $10.3 billion by 2020, is to help Americans figure out where Alberta is. Step two involves telling them why they should go there. The steps involve a marketing strategy steeped in digital content, said Jasmine Thompson, director of consumer […]
What if someone talked you into buying a mattress without letting you lie on it first? That’s exactly what online-only mattress startup Casper is doing. Casper wants to use the strength of its reviews and website (along with its generous return policy) to convince people to go from online research to unpacking a bed in a […]
A global consumer packaged-goods giant and specialty automotive company have very different digital aspirations. For toothpaste brand Colgate-Palmolive Co., its target demographic is everyone. “How many teeth exist in the world?” said Jack Haber, VP of global advertising and digital for Colgate-Palmolive Co., during Simulmedia’s Salon series panel event Thursday with MediaLink. “For some brands, […]
Two years ago, Dairy Queen was spending about $200,000 a year on research. Today, the brand spends upwards of $1 million to mine consumer insights. “Previously, a lot was done based on emotion,” said Barry Westrum, EVP of marketing at American Dairy Queen Corp. “Now, decisions are backed with data.” Historically, Dairy Queen is a […]
While many brick-and-mortar retailers grapple with bringing their businesses online, cosmetics brand e.l.f. did things in reverse. After 11 years in ecommerce, e.l.f. (that stands for Eyes Lips Face) is now expanding its offline footprint, said Megan O’Connor, VP of digital and ecommerce at e.l.f Cosmetics. In the past year, e.l.f. has opened three flagship […]
