When Toshiba America Medical Systems was set to roll out a national advertising and marketing campaign late last year, Charlene DeBar, manager of corporate communications, thought it was an opportune moment
Rookies, by recognizing that they need help and guidance, immediately bring multiple experts to bear on the same challenge and increase the likelihood of rapid, successful resolution.
With the popularity of digital gaming, especially with millennials, top brands like Nissan and SAPP are gamifying campaigns, hoping to achieve business goals by raising the fun factor.
KPIs are a good start, but don’t be beholden to them. For example, if your KPIs are monthly volume of mentions and share of voice versus competitors, key questions should be: What did people say about our products online? What was said about our competitors?