Consumer Marketing

Optimizing customer experiences in a way that establishes loyalty can be hard work and requires brands to truly understand their audience.

Nike’s Jordan brand has inked a deal with the widely popular video game Fortnite to introduce two new characters.

Rather than just bugging them for donations, Arizona State is using a loyalty app to connect with alumni.

Pringles has taken another major step to connect with coveted young esports fans—a series of commercials that will air in stadiums and digitally during esports events.

Carnival Cruise Line VP Partnerships Scott Becher prefers to engage with partners that would like to reach his guests as much as he’d like to reach theirs.

Granular measurement enables marketers to evaluate individual channel performance, and drill down to see the performance of each dimension within a channel.

As more and more brands consider launching paid membership loyalty programs, the real question comes down to the program’s value proposition to consumers.

Barbie has clearly overcome the bitter battle over her curves to embark on her most purposeful chapter yet. Lisa McKnight, Mattel SVP, takes us behind the scenes.

If viewers aren’t paying attention to your marketing videos, your content might not be as compelling as you think.

When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.