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News about marketing strategy
  • How marketing skills drive success at HP Inc.

    You, of course, need to know your product and how it is built to market it. However, columnist Rob Enderle writes that to do so effectively you need deep marketing skills in both the CMO’s office and with line of-business managers.

    Written by Rob Enderle26 Aug. 16 22:00
  • 8 tips for marketing to millennials online

    Marketing and social media experts discuss the best ways to target and engage with consumers in their 20s and 30s.

    Written by Jennifer Lonoff Schiff16 May 16 23:08
  • The investigative CTO

    Student Job Search Aotearoa's registration numbers were falling. Phil Tanner explains why this was actually a positive outcome.

    Written by Divina Paredes21 April 16 08:00

Whitepapers about marketing strategy

  • Super Bowl XLVIII: The Social Story

    This year the Super Bowl and all the surrounding activity just didn’t live up to the hype. The game was a blowout, the commercials were not as strong as previous years, and the broadcast was disappointing. Despite that brands found ways to engage on social channels and extend the reach of their hefty investment. Social messaging became even more paramount in this context when advertisers were reminded that they have no control over the game or audience engagement. This analysis will highlight some of the ways brands used social channels to magnify their investment, driving awareness before the game, and continuing engagement throughout the broadcast. It will also showcase how brands that didn’t drop $4M on an ad buy could still build buzz and participate in the big game conversation. Learn from brands such as Budweiser, T-Mobile, and Esurance and how they took advantage of social engagement.