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»digital marketing

B2B Marketers Get Down To Business With Digital During COVID-19

A firm handshake is an integral part of the B2B sales and marketing cycle … which is kind of tricky in a world where even elbow bumps aren’t recommended. And so with in-person meetings and events off the table, B2B marketers are getting creative with their efforts and turning to digital at an accelerated pace.... Continue reading »
by Allison Schiff // July 15th, 2020 //
»
Skullcandy: ‘We’ve Become A Wildly Metrics-Driven Company’

Direct-to-consumer sales at Skullcandy are up more than 100% year over year. That doesn’t mean the audio, headphone and earbud company isn’t feeling the effect of the coronavirus situation like most everyone else. “Of course we are, “ said CMO Jessica Klodnicki. But the uptick validates Skullcandy’s long-term strategy to diversify its sales channels. It... Continue reading »
by Allison Schiff // May 22nd, 2020 //
»
Meet The Training Consultant Helping TV Buyers And Sellers Decipher Programmatic

Intellectual curiosity and a well-tuned BS detector. If the students in his digital marketing seminars come away with both, independent training consultant Steven Golus says he’s done his job. “You’ve got to have people who can do sniff tests in this industry, and to do that, you need a really good sense of the mechanics,”... Continue reading »
by Allison Schiff // April 23rd, 2020 //
»
The Glenlivet’s Marketing Mix Is A Cocktail Of Digital, Social And Experiential

The single malt scotch category calls to mind images of cigar-puffing captains of industry sitting on expensive leather chairs in exclusive smoke-filled clubs. The Glenlivet is looking to change that perception with a marketing strategy focused on attracting new customers with a progressive attitude, said Sona Bajaria, VP of marketing at French multinational wine and... Continue reading »
by Allison Schiff // November 21st, 2019 //
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Harry & David’s Omnichannel Marketing Strategy Is Starting To Bear Fruit

Loyalty has never been a problem for Harry & David, an 84-year-old company that sells and delivers premium foods and gift baskets. When December rolls around, most of its customers don’t need to be reminded that it’s time to order their holiday-themed gourmet treats. The challenge is getting people to engage with the 1-800-Flowers-owned brand... Continue reading »
by Allison Schiff // September 18th, 2018 //
»
Roy Rogers Restaurants Taps New Marketing Chief To Beef Up On Digital

Mark Jenkins spent his first two weeks as the new senior director of marketing at Roy Rogers Restaurants, manning the drive-thru window, making gravy, frying chicken and prepping salads. “As a marketing guy, I need to really understand the ops platforms inside the restaurant, the experience and the way things are built,” said Jenkins, who... Continue reading »
by Allison Schiff // June 21st, 2018 //
»
SAP’s Chief Digital Marketing Officer: Brand And Demand Go Hand In Hand

When a company as large as SAP doubles down on digital, the executive org chart must change. For the last six months, the enterprise software company has had two primary CMOs: one who is responsible for brand and media and another who focuses on demand generation, life cycle marketing and bottom-line revenue. But they work... Continue reading »
by Allison Schiff // January 12th, 2018 //
»
DoubleTree: ‘Smart Marketers Know That Data Is Only As Good As How You Use It’

DoubleTree takes a cookie-first approach to marketing – the kind you can eat. But when it comes to data collection, the Hilton-owned hotel chain, known for handing out warm chocolate chip cookies to guests as they’re checking in, is interested in deeper data than just demographics and browsing history. “It doesn't matter to me whether... Continue reading »
by Allison Schiff // September 22nd, 2017 //
»
Marriott: ‘Our Philosophy Is Data Over Opinion’

Andy Kauffman, Marriott’s VP of digital marketing, loves running tests. “We’re very comfortable failing as long as we learn from that and iterate going forward,” said Kauffman, who oversees product and digital brand strategy for Marriott.com. “It may be an overused term, but we really do embrace a test-and-learn approach.” There are dozens of multivariate... Continue reading »
by Allison Schiff // May 16th, 2016 //
»
The Cure For Digital Marketing Chaos: Good Information

"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Laura Koulet, Analyst, AdExchanger Research. Being a product manager taught me that building good product is complicated; one reason is that you have to evaluate not only where the industry is today, but where it will... Continue reading »
by AdExchanger Research // October 15th, 2015 //
»
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