Tag: Marketing Management

The Benefits of an Aligned Sales and Marketing Department

The most effective practice a business can conduct is to bring its marketing and sales teams together. Through defining a unified process for each point of contact with customers, as well as the processes that guide customers throughout their journey, a company delivers a smoother customer experience that usually achieves a high degree of loyalty.

Marketing Expenditures: How Much and Why?

Setting a budget for marketing and deciding where to invest marketing dollars is not an exact science. By targeting the intended audience, analyzing past marketing techniques, studying what competition is doing, and surveying current consumers, marketers can better determine where and when to allocate spending.Setting a budget for marketing and deciding where to invest marketing dollars is not an exact science. By targeting the intended audience, analyzing past marketing techniques, studying what competition is doing, and surveying current consumers, marketers can better determine where and when to allocate spending.

Bud Light Takes its “Up for Whatever” Campaign Too Far

Anheuser-Busch InBev is swarming in criticism stemming from part of its “Up for Whatever” campaign, by BBDO. The company has published 140 scroll messages on its bottles since the campaign’s inception two years ago. One of the messages came under fire last week, “the perfect beer for removing ‘no’ from your vocabulary,” which has been linked to rape culture.

A Series of Lawsuits Prompts SeaWorld to Launch Marketing Campaign Emphasizing Killer Whale Care

SeaWorld has faced intense criticism following the 2013 release of Blackfish, a documentary on the controversial captivity on killer whales. More recently, the company is faced with three class action lawsuits in as many weeks, causing SeaWorld to launch a marketing campaign focusing on the care of its killer whales.

Nurturing Customer Value: Investments in Content and Marketing for Amazon Prime Mean an Increase in Customers with a Tendency to Spend More

Amazon has increased its spending on the development of original content and the acquisition of exclusive content for Amazon Prime. Increased advertising as well has led to significant growth in memberships to the service which boasts a user base that spends on average more than double the amount than non-Prime users spend annually within Amazon. Customers of the service are potentially stickier to the brand as well as they expand the range of services they use that are provided by the organization.