Marketing Automation is Not Marketing Strategy

Marketing Automation is Not Marketing Strategy

Too often, these days, I am hearing B2B marketers mouth claims like ”We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” This worries me. Marketers sometimes see automation as…. (Contributed by Ruth P. Stevens)

Full Story

New food labeling regulations are coming. Are you ready?

New food labeling regulations are coming. Are you ready?

Many people gloss over or fail to fully comprehend nutritional information on food labels. But that’s about to change. And it’s not just because people are becoming more conscientious about what they eat. It’s also because the information is about to become easier to understand and much harder to overlook on the label. (Contributed by Stephen Kaufman, Chief Technology Officer, SGK)

Full Story

Is it time to think “Online First” for packaging

Is it time to think “Online First” for packaging

Amazon.com opened its doors online in 1995. They posted net sales of $511,000 in its nearly 6 months of operations. In 2014, online retail sales worldwide are expected to hit $1.5 trillion. Clearly, in the intervening years, how consumers shop and make purchase decisions changed drastically. Yet, most of the attention that goes to packaging – the most direct representation of the brand – still goes… (Contributed by Matt Bennett, SVP, Growth Strategies, Product Development & Innovation, at SGK)

Full Story

Eat lean, and often: a guide to product launch

Eat lean, and often: a guide to product launch

Eating too much and too quickly can cause indigestion. Indigestion, as we all know, can be painful. Although the comparison may not be immediately obvious, some lessons can be learned… (Contributed by Julie Woods-Moss, Chief Marketing Officer, Tata Communications)

Full Story

Why the current market situation is making it tough for marketers

Why the current market situation is making it tough for marketers

Today’s world of marketing is fast-paced and the number of available channels is multiplying, making it hard to keep the consumers focused and for marketers to keep consumers engaged. On top of an increasing number of media, there is also a lack of proper measurement benchmarks that enable marketers to make relevant business conclusions… (Contribution by Helene Blanchette, Senior Manager of Marketing Innovation and Regional Head of the 1:1 Experience Service, Fuji Xerox Asia Pacific)

Full Story

How big is going ‘small’

How big is going ‘small’

In November 2011, Patagonia famously put out a print ad telling consumers, “Don’t buy this jacket.” Since its inception, the Patagonia brand has stood for love of the outdoors. And with that love came a responsibility to actively protect the environment, which is equally part of… (Contributed by Nanda Sibol, Senior Director, Brand Strategy, Anthem)

Full Story

10 tips to drive brand performance in Japan

10 tips to drive brand performance in Japan

Anyone who’s done business in Japan knows there’s nothing like it in the world. The Japanese market is unique, complex and has specific needs. And because Japan’s consumers are quickly going digital and expect perfection from goods and services, brands expanding in that nation need… (Contributed by Kathryn Sloane, Director of Growth, APAC, SGK / Co-author: Reiko Nakamura, Managing Director, Schawk and Anthem, Japan)

Full Story

A general overview of online shopping

A general overview of online shopping

The internet was first developed in the 1960’s. After a series of meetings to discuss issues relating to the structure and implementation of the worldwide communication, Tim Berners-Lee introduced what we now commonly refer to as the internet existence on the 6th August 1991. With the internet and the developing communication system infrastructure across the globe came enormous… (Contributed by Stephane Marc Thomasse)

Full Story

Data brings added relevancy to advertisers’ video campaigns in SEA

Data brings added relevancy to advertisers’ video campaigns in SEA

Video is now consumed by millions of consumers around the globe each day. Whether tuning in to their favourite television programming on the computer, or watching original video content on their Smartphones, consumers engage with video content for entertainment, knowledge and social connections. This engagement and emotional appeal is what makes… (Contributed by Byron Munson, Regional Director, APAC, Videology, Inc.)

Full Story

The Age of Redefinition

The Age of Redefinition

Reflecting back on our 2013 forecast, we believed we were at an inflection point and that the past year would guide us toward a new path. As we begin 2014, we find that we’re at the start of a new phase, one grounded in the concept of Redefinition. This is fueled by us reevaluating what makes life good and confronting the world’s current challenges, recognising that we will not get to the best outcomes by simply… (Contributed by Nanda Sibol, Senior Director, Brand Strategy, Anthem)

Full Story