Will Amazon Go Revolutionize Shopper Marketing?
By Peiyuan Shao (Suki) Defined as “understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence […]
BRAND STRATEGY
A New Dimension of Segmentation – Customers’ “Influential Value”
By Xintong (Joy) Zhou Media Generations Theory provides a new dimension of behaviors for marketers identifying and aggregating customers throughout the IMC process. According to […]
Media Companies are Not Brands (but they should be)
IMC full-time student Cathy Chen shares a sample piece of work she did from the spring Media Economics and Technology course taught by Judy Franks […]
Sprite Cherry: A Customer-Centric Product Innovation
By Tara Nooteboom “We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue […]
The Power of Color in Marketing
By Aijing Chen Last month, Airbnb unveiled its “Outside, In” house in London, offering an overnight breakaway from the concrete jungle into an intimate connection with […]
Why Brands Are Turning to Live Streaming to Reach Consumers
By Katie More As video content continues to be the central focus for social media platforms, it is no surprise that an increasing number […]
Should Brands Get Political?
by Daria Gorodnia The following post was inspired by a professor-student discussion in the Brand Communications Decisions graduate class in the Integrated Marketing Communications program […]
Why the Voice of the Customer Matters
A perspective combining lessons from fundamental IMC principles and the IMC’s course on Managing Integration It’s Sunday night and I’m starving. My weekly grocery delivery […]
Alphabet Soup: Why Al Ries Missed the Mark with His Four M’s
KPI, ROI, ELM, CTR, LTV, SEO … Marketing students must navigate a world of acronyms and frameworks. However, three stand out as particularly overlapping and […]
How to Master the Art of Influencer Marketing
Digital Marketers love influencer marketing and rightfully so. Given the threat of ad blocking technology and regulations, money and talent spent on influencer marketing helps […]