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Ad Agencies Have New Designs on Marketing
Trends and Technology December 23, 2024Ad agencies are starting to launch their own design practices, expanding the breadth of services they offer client-side marketers who have growing and unique demands.
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Engaging Generation X
Trends and Technology December 20, 2024As brands engage gen X, they must navigate the generation's complex mix of financial concerns, multigenerational caregiving, and an unconventional approach to retirement.
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Walmart Rolls Out App to Aid Blind Shoppers
Marketing News December 6, 2024Walmart joins a growing number of retailers offering a wayfinding app that connects people who are blind or have low vision with sighted interpreters. As brands continue to bolster their communications for people with disabilities, a major test comes at the start of next summer when the European Accessibility Act takes effect.
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Nudge Theory: How Brands Can Empower Customers Through Behavioral Science
Knowledge Partners November 22, 2024A comprehensive examination of how brands can use behavioral science and nudge theory to ethically influence customer behavior while preserving freedom of choice, featuring practical applications and case studies that demonstrate the power of small environmental changes to drive significant behavioral outcomes.
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Jobs-To-Be-Done: Satisfying Your Customers’ Highest Needs
Knowledge Partners November 20, 2024The “jobs-to-be-done” framework for understanding consumer purchase decisions was first coined by scholar Clayton Christensen. In this piece, Brandtrust Founder Daryl Travis outlines what the framework is and how marketers can use it to better understand what motivates consumers.
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The Friendship Factor: How Trust, Relevance, and Affection Drive Business Growth
Knowledge Partners November 4, 2024New research from Mower reveals how brands can drive business growth by building "fierce friendships" with customers through three key dimensions: trust, relevance, and affection, with findings showing significant gaps between business perception and customer reality in these areas.
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Consumer Insight from Boston Consulting Group (BCG)
CMO Content October 28, 2024Many companies lack reliable customer data and have insufficient insights into customer behavior. Explore BCG’s latest thought leadership on customer insights for underexplored growth opportunities for your business. This presentation was shared by BCG executives during the 2024 Global CMO Growth Summit in Orlando.
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Anthropologie Shares Tips on Customer Loyalty
Event Recaps October 10, 2024During a session at an October 2024 Data and Direct Marketing conference, Anthropologie’s senior director of global customer strategy Ian Dewar discussed ways the brand creates and maintains customer loyalty.
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Here Come the Ho Ho Ho-lidays
Knowledge Partners October 1, 2024This infographic from Inspira helps marketers understand what shoppers are looking for this holiday season, covering their motivations and likely purchase journeys.
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How Castrol, Walmart, and Larry Fitzgerald Teamed Up to Win Over New Customers Brand: BP
Smarties Awards September 30, 2024In a partnership with Walmart and former NFL star Larry Fitzgerald, Castrol created a digital shopping experience catered specifically to the interests of DIY enthusiasts, even cross promoting other brands within its hub to achieve authentic engagement.
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Smile and Save: How Blibli Won an Important E-commerce Holiday with Data and AI
Smarties Awards September 30, 2024In an effort to engage an audience that was losing enthusiasm and cash in on the 11.11 Festival — an Indonesian e-commerce holiday — Blibli created a campaign that leveraged data and AI technology while getting its customers to smile.
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Pepsi Builds Customer Relationships During Tet
Smarties Awards September 30, 2024Suntory PepsiCo Vietnam Beverage's "Bring Tet Home" campaign combined corporate social responsibility with innovative CRM strategies to connect with Gen Z and families during Vietnam's Tet celebrations, resulting in increased brand equity and customer engagement.
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Domestos Helps Kids Practice Better Bathroom Hygiene
Smarties Awards September 30, 2024In response to the devastating earthquake that rocked Turkey in early 2023, home cleaning product brand Domestos pivoted the focus of a long-term project to promote youth hygiene and provide support to schools affected by the disaster.
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How the Longest TikTok Ad Ever Became a Huge Hit for Hilton
Smarties Awards September 30, 2024To elevate the role and importance of a stay at a hotel, Hilton created a campaign aimed at getting its target audience to “stay” with a long-form piece of social media content — a 10-minute TikTok ad — on a short form platform.
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Lifebuoy Enables Reunions During Tet 2022
Smarties Awards September 30, 2024Unilever's Lifebuoy brand leveraged data-driven targeting and partnerships to provide free train tickets and hygiene products to financially burdened Vietnamese citizens during Tet 2022, significantly boosting brand relevance and sales.
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How B2B Brands Take Relationship Marketing to the Next Level
Champions of Growth Podcast September 11, 2024Jamie Gier, CMO at DexCare, joins host Matthew Schwartz to discuss the latest trends in relationship marketing, which emphasizes customer retention, satisfaction, and lifetime customer value.
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Discover: Governance Through Intermediary Operations Teams
Event Recaps September 10, 2024Discover shared how it brought its different teams together to update its process map and establish a unilateral understanding of its processes and the root causes of customer complaints.
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Realtor.com: Making Room for Brand Operations at the Leadership Table
Event Recaps September 10, 2024Realtor.com shared how it aligned its brand to deploy its new positioning as a trusted guide for consumers on their real estate journey.
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What’s the Secret to Cultural Authenticity for Brands?
Podcast Clips September 4, 2024Often when brands try to lean into culture, the effort can feel more like appropriation than an authentic activation. How can this be avoided? JuHee Kim, president of MuteSix, offered her thoughts on the Champions of Growth podcast.
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The Expanding Number of Niche Sports Offers New Ad Plays
Trends and Technology July 29, 2024Pickleball tops a growing roster of niche sports that are attracting legions of fans, with a smorgasbord of games for advertisers to tap into. The appeal to marketers is twofold: affordability and the opportunity to integrate a brand into the consumer experience.
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