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Julian Aldridge, VP, Brand Evangelism and Activation at Charles Schwab discusses the philosophy behind Venture Marketing and how marketers can build the courage to win.

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It's definitely an exciting time for anyone involved with the media industry. In our recently released Total Audience Report, which captures key video viewing stats across screens, several trends we've been tracking for some time really stood out in the data. The first is that viewers are spending significant amounts of time watching videos on devices besides the TV. Viewers now spend on average nearly 11 hours per month watching videos online and 2 hours on smartphones - in total a 36% increase year-on-year. The second is that subscription-based, video-on-demand (SVOD) services (like Netflix, Hulu Plus, and Amazon Prime) have become widespread. 40% of U.S. homes subscribed to at least one SVOD service in Q4, and nearly 28% subscribed to multiple services

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The biggest challenge is the balance between protecting the company while also getting the deal done. There is also some confusion when the “lawyer” shows up for initial business meetings. I find, however, that once I explain the combined role it is generally not a problem.

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Sid Chapon, Executive Vice President for Leadership and Organizational Development at Leo Burnett, discussed the correlation between employee engagement and leadership development.

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Our goal is to be the most relevant brand for the millennial consumer and for them to consider Taco Bell as a lifestyle brand. A key aspect in fitting the millennial lifestyle is being relevant in the mobile/digital world—the mobile app is certainly big part of that strategy. Consumers today want everything on demand. With our Mobile App, our customers now have the ability to skip the line inside, customize anything, and re-order with one click. Soon, we’ll have a unique loyalty program that will reward them for living a Live Mas lifestyle which we are also very excited about. This technology truly is a key enabler in bringing Live Mas to life!

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“If something happened, it’s not the customer’s fault. It’s our fault and we have to figure out how to fix it and do the right thing for the customer. That doesn’t mean if something happened and the customer deserves to get a $30 credit and they’re asking for a $500 credit, that you’re going to give them a $500 credit. It’s really more about the mindset and believing that the customer is always right and then acting accordingly and treating the customer accordingly.”

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“What has me so excited about customer experience is that you can get everyone in an organization rallied around the things that produce the numbers. You can give people insight into the customer. You need a system of management across an organization and this can provide it; it can provide quantitative metrics; it can give your insight into how to perform better.”

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“I think sometimes you can become consumed by the data and consumed by the metrics. I think it’s important to understand what are the key metrics and be able to drive those home on how you want to utilize those and make sure they drive the decision process that you’re doing for that.”

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“We need to get the consumers personas in front of those people that are facing the customer or designing for customer. We have to understand their expectations, their passions, their pains and their problems. They might not even know what the solution is. It’s our job to actually create it and, and put it in the ecosystem.”

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