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Build Consumer Trust Through the Power of Data

Build Consumer Trust Through the Power of Data

Marketers today are stuck in a catch-22. Consumers seek more relevant ads than ever before, but privacy concerns create heavy scrutiny around the data brands collect. Hear how CVS Health is building a customer relationship around trust.

Building a Culture Around the Consumer

Building a Culture Around the Consumer

Marketers are the company leaders for both the brand and experience of the organization—the desired perception and the actual perception. Special guest Michelle Peluso, CMO and SVP of digital sales at IBM, will share her candid insights on building a culture of the consumer.

Why Your Agency’s Positioning Matters More Than Ever

Why Your Agency’s Positioning Matters More Than Ever

Effective positioning creates an enviable, unfair advantage where your agency is not easily interchangeable with its peers. That will support a pricing model where you're selling premium value (not hours to the lowest bidder), as well as a balanced client portfolio.

Marketing 6 Months Into the Pandemic

Marketing 6 Months Into the Pandemic

These are unprecedented times. B2B and B2C marketers are facing a diverse set of challenges, but they need to continue to invest and engage their customers and prospects in order to drive revenue and profits. How does a major brand like Verizon stay nimble and productive?

Use Agile Marketing to Power Brand Transformation

Use Agile Marketing to Power Brand Transformation

More than ever, brands have to be nimble to resonate authentically with consumers and drive impact. That agile approach has been critical to the success of Land O’Lakes, which has used a marketing measurement strategy founded in unified data and a collaborative approach to transform its strategy. 

Why Operational Efficiency Is Your New Marketing Metric

Why Operational Efficiency Is Your New Marketing Metric

More than two-thirds of CMOs plan to increase their spend on marketing technology to drive their own digital transformation. But too many marketers quantify the ROI of these tools based on metrics like clickthrough rate and open rate when they should be looking at the operational efficiencies mar tech drives.

How Creative Variety Fuels DTC Success

How Creative Variety Fuels DTC Success

Creative variety is a powerful performance lever in direct-to-consumer marketing. Ecommerce campaign results correlate directly with the capacity to run a high volume of creative; you need to be able to craft unique approaches for each audience as well as refresh your design, messaging and creative regularly. 

Maximize Your Influencer and Key Opinion Leader Strategy

Maximize Your Influencer and Key Opinion Leader Strategy

Influencers and key opinion leaders (KOLs) are vital to brands, as 92% of consumers now trust earned media over paid advertising or owned media. While influencers and KOLs differ, both are essential vehicles for earned media, influencing trending topics, generating word-of-mouth traffic and providing endorsements.

Why Machine Learning Is Necessary For Real-Time Engagement

Why Machine Learning Is Necessary For Real-Time Engagement

Delivering experiences in real-time across all touchpoints is table stakes for marketers who need to drive revenue and boost customer satisfaction. And to do so, companies must leverage the latest generation of machine learning and AI. But why are they necessary for real-time engagement? 

Sustainability, #BLM, Covid and Navigating 2021

Sustainability, #BLM, Covid and Navigating 2021

With the shifting status quo, marketers are grappling with how to respond. Three themes have come up again and again over recent months: sustainable living, the Black Lives Matter movement and socio-economic changes due to Covid-19. Proprietary research by Attest lays out how consumers are approaching these issues.

Zero In on Your Content Experience

Zero In on Your Content Experience

Content not only communicates your company’s value, but it extends and connects experience to all touchpoints end users encounter. Still, developing and aligning your content to your customer journey can seem daunting. 

Redefining Empathy for an Uncertain 2021

Redefining Empathy for an Uncertain 2021

In the face of uncertainty, brand empathy—and empathetic marketing—are more important than ever. But what does it mean to create a shared journey and more deeply connect with customers on an emotional level as we approach a new year of unprecedented challenges and change?

Mobile Gaming Is 2020’s Hottest Channel

Mobile Gaming Is 2020’s Hottest Channel

At a time when other channels are shrinking and addressability is being impacted by privacy issues, one channel has stood out as the clear winner in 2020: mobile gaming. But marketers are still taking their time to warm up to mobile games, often not understanding how they differ from traditional console and PC games. 

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How to Power Your Campaigns With Social Insights

How to Power Your Campaigns With Social Insights

It’s more important than ever to understand your audience and inform campaigns with real-time insights from social media. They can power every phase of your program and lead to greater agility and better results. Hear how The Ad Council uses this approach to enhance the impact of its PSAs. 

A Winning Ecommerce Strategy for a $10B Toy Story

A Winning Ecommerce Strategy for a $10B Toy Story

As ecommerce sales rocket, companies are accelerating or reevaluating their direct-to-consumer strategies. Getting it right can reward them with both increased profitability and market share. But what does that involve?  The VP of ecommerce at the world’s largest privately-owned toymaker explains.

7 Crucial Digital Consumer Insights You Need to Master

7 Crucial Digital Consumer Insights You Need to Master

Deriving actionable consumer insights is critical to brand success today. But how do you mine the vast number of social and news media data sources to surface the insights you need to take action? 

Deep Learning Changes the Game for CPG Advertisers

Deep Learning Changes the Game for CPG Advertisers

CPG brands have struggled to achieve consistent, scalable results from performance marketing outside of the walled gardens of Amazon and Walmart. However, advances in deep learning now allow marketers to leverage self-learning, custom algorithms to optimize media buying strategies and improve incrementally.

Black-Owned Media Matters

Black-Owned Media Matters

The events of 2020 have translated to a call for change throughout America, especially in areas related to diversity, equity and inclusion (DEI). But as you’re looking at your brand’s DEI initiatives, are you backing them up through your media spend? 

Reaching Customers in a Reshaped Retail World

Reaching Customers in a Reshaped Retail World

Advertisers want to ensure that their ad dollars are helping them to reach the right customer at the right time with maximum efficiency. CVS Media Exchange allows CPGs and other advertisers to reach active shoppers with targeted messaging wherever they spend time online. 

Drive Trust on Social Media With AI

Drive Trust on Social Media With AI

Never before have social media and human connection been more important. But never before has trust been more eroded. What to do? Advanced data science and AI can be applied to social media strategies to weed through thousands of people, analyze tone and text, understand sentiment and even decipher what's real and what's fake to help brands identify and amplify the voices that matter.

Engagement and Retention Strategies for Right Now

Engagement and Retention Strategies for Right Now

With all the dramatic changes and disruption of the past six months, customer engagement and retention have taken on added importance. It’s not simply a matter of making sure your customers stay with you, but finding new and inventive ways to boost your acquisition efforts.

Become a Campaign Genius With Connected Customer Data

Become a Campaign Genius With Connected Customer Data

Engaging consumers with the appropriate message at the precise moment of interaction is complicated, especially when customer data is dispersed across different systems and touchpoints. What is the outcome when marketers can successfully do this? 

Oracle’s Guide to Improved Email Performance

Oracle’s Guide to Improved Email Performance

You’ve spent time building a targeted email list. Your creative team has drafted an awesome message and offer. But how are you ensuring that your emails show up in your target’s inbox and are actually noticed? Email deliverability and performance outcomes are more critical than ever and that means leveraging reputation and authentication to establish your company as a trusted sender.