Tag Archives: Marketers

A Case Study on Marketing: American Eagle Outfitters

Marketing in today’s fast-paced retail landscape has become more complex than ever. Channels are proliferating and customers engage with brands through many different avenues, from search marketing to mobile devices, e-mail, brick-and-mortar stores, catalogs, and social networks. Adding to the array of challenges for marketers, initiatives are sometimes separate from one another and managed by a variety of vendors, making it more difficult to obtain a single view of each customer. At the same time, many retailers face shrinking marketing budgets and the need for smarter ways to maximize returns. Click here to read more…

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A Case Study on Multicultural Teams

Multicultural teams – curse or blessing? With this provocative question, Lianne Roembke presents in a rather drastic manner the spectrum of the possible outcomes of multicultural teamwork. What makes this remark so powerful is that it applies not only to missionaries (as originally implied by the author), but to any groups which may include members from several cultures or nations: diplomats, soldiers, consultants, marketers, sportspeople, flight attendants, scientists, or engineers. Indeed, managing multicultural teams can be a tightrope walk: on the one hand, when not handled properly, such teams can turn into extremely irksome stumbling blocks for a company or a project. Click here to read more…

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A Case Study on Market Segmentation

Forget nanotechnology. It’s Nana-technology (that is, grandmother-technology) that will make a big impression on this market. Marketers are beginning to recognize the need to redo product lines to accommodate the massive number of seniors who are about to cross the retirement threshold. Consumers are already beginning to see phone with larger numbers on their key pads, digital hearing aids to make music easier to listen to, programmable pill dispensers, and GPS systems that display. Click here to read more…

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Case Study for Google Business Strategy and Technology

A summary of Google business strategy and background on Google technology for readers of my Internet Marketing and E-commerce books. Updated June 2010. End of case contains technical references on Google‘s approach to crawling, indexing and ranking results at the end of this case study page.

This Google strategy case study is updated for each new edition of my Internet marketing or E-business book. Since marketers need to keep up-to-date with the implications of Google changing the functionality of their search and advertising services I have regular updates on my Smart Insights site on the latest developments in Google marketing.

Click here to find out more on Google Business Strategy and Technology

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Case Studies on IAB Digital Video Ad Effectiveness

Despite the rapid growth of digital video advertising, marketers are still learning how to use the medium most effectively. The IAB Research Council undertook a study of a video advertising campaign for a major national retailer brand. This research sought to provide insights into which combinations of lengths and placements of digital video advertising are most effective. The IAB commissioned Millward Brown and Dynamic Logic to undertake this research, which serves as a case study on digital video ad effectiveness. Click here to read more…

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Case Study on Dun & Bradstreet

Dun & Bradstreet (D&B) U.K. take the risk out of driving event attendance with Eloqua A sweeping financial crisis is difficult for any company – but when you’re in the business of helping companies research the financial stability and credit worthiness of other organisations in order to mitigate business risk – the challenges are amplified. Following customer feedback and with the aim of providing confidence and a positive customer experience in times of economic instability D&B decided to act.

Case Study on Dun & Bradstreet

After listening to their customers, the marketing team concluded that a highly targeted webinar focused on the topic of risk mitigation, aligned with a well-respected brand, was the best campaign strategy. However, the marketers at D&B had a short timetable, so they needed to leverage internal resources and use tools they had at their disposal to develop the campaign. Click here to read more…

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How to Implement a Winning Segment Strategy

This paper describes the best way to identify and serve customers in the target segments. Segmentation could be the marketing tool that sets the company apart from the competition. The business organization that goes all the way from developing a winning segment strategy to committing the resources needed to implement the strategy will be more profitable.

Segment Strategy

One of the basic segmentation rules is that the segment must be “Reachable.” It’s essential for marketers to have the ability to identify and serve customers in the target segment. However, in today’s complex business environment, markets are becoming more and more fragmented. Click here to read more…

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Power of Positioning Case Study

Many senior living industry professionals have no doubt heard or uttered the phrase “Repositioning the campus.” Architects, accountants, marketers, and operators have likely been exposed to this powerful strategic marketing concept. But what does repositioning actually mean? Does a well-conceived positioning strategy help organizations gain a competitive edge, or is positioning simply another short-lived marketing trend?

Positioning Case Study

Before these questions can be addressed, it is helpful to understand the basic concept of positioning. An organization’s position is based on what customers think of it relative to what they think about its competitors. It is the distinct position an organization holds in terms of image, value and benefits in the minds of consumers. Click here to read more…

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Relationship Marketing Case Study

Relationship marketing has become a dominant form of marketing theory in recent times. It has evolved from other forms of marketing and has countless benefits for businesses that use the relationship strategy. It is limitless in the type of businesses it can be adopted by with new technology and media making it even more popular.

The study of marketing is one that has been fixed on an evolving range of marketing segments over the last fifty years or so. A look at the progress of the changing focus of marketing shows a considerable shift in thinking. In the 1950’s marketers were mostly focused on consumer goods, while the 1960’s saw a shift towards industrial markets. In the 1970’s effort was focused on non-profit or societal marketing, while in the 1980’s the services sector received increasing attention. This leads us to the 1990’s and through to the present where relationship marketing is the new focus of marketing. Click here to read more…

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Case Studies in Utility, Value and Entertainment

It was only recently at the AIMIA Connect conference I heard Peter Bray discussing the importance of utility; sometime ago I was looking at the importance of value within social media; and most recently have been working with Red Bull and gen-z in the entertainment arena. It wasn’t until I spotted @mariesornin‘s Twitter bio that made me think about them all together: “Passionate about digital, believe in Utility/Entertainment/Value” – needless to say I jumped at the opportunity to explore exactly what she meant. Huge thank you for these four comprehensive social media success case studies.

Entertainment Case Study

What are the three words that will guarantee social media success?

Surely, you will agree with me when I say that social media is a mini revolution in the way people use the Internet. Actually, I feel more accurate in saying a “mega evolution”. In this field marketers can’t assume that users will engage with their brands thanks to high awareness or because they are launching a promotion. Power to the users is more relevant than ever before and this is what makes social media such a complex discipline to master. Click here to read more…

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