Category: Chapter 11 – Manage Marketing Channels and Points of Customer Interface

Microsoft Shows How Content Marketing in the Form of a Documentary Can Drive B2B Marketing Performance

Microsoft worked with two of its clients (Belgium Brewing Company and Lotus F1 Team) to develop a short-documentary highlighting how the two organizations use technology (namely Microsoft Dynamics a CRM and ERP solution) to drive performance. The documentary has won multiple awards at film festivals and has also garnered some of the more traditional marketing performance benefits for Microsoft and the other organizations involved.

Kohl’s Personalized Marketing Plans Driven by Big Data and Technology Show how Brick and Mortar Retailers can Borrow (and Perhaps Enhance) Strategies Used by Online Competitors

The competition between brick and mortar retailers and online retailers is well known. Online retailers such as Amazon and are able to offer consumers convenience, personalization, and in many cases lower costs. One of […]

Unilever’s Partnership with MTV to Bring Back “House of Style” as a Multiplatform Native Advertising Vehicle; Provides a look both at the Benefits and Challenges of Native Advertising

An interesting article in AdWeek discusses MTV’s decision to bring back one of its iconic shows from the early nineties. “House of Style” which aired from 1989 to 2000 was originally brought back in 2012, […]