As businesses closely engage their audience to initiate meaningful relationships, they are summoned to be honest, transparent and accountable. There’s little reason these days for brands to refrain from showing their true colors. In fact, consumers prone the ones who speak truthfully, acknowledge their weaknesses and take responsibility for...
I remember when I was 9 years old and contemplating the idea of turning 10 the following year. Double digit was a big thing back then for me but it’s not so much of a big thing anymore… Anyway, I really felt like I would soon become a real man. Well, Xclamation Marketing turned 9 ...
All the “crossed fingers” technical staff Exhausted flower arrangement artists Life-endangered Security personnel Smiling caterers The 83rd Academy Awards was exceptionally well-executed once more. We certainly keep the camera and spotlight on the nominees, beautifully dressed guests and the Oscar trophies. And yet a few feet away, in the...
It is well documented that integrated marketing communications (IMC) is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” A discussion that’s been on for quite some time in the industry is to ...
Some call it altruism, socially responsible or cause marketing. We call it Significance Marketing; the juncture where brands, their constituencies and audiences team up to make lasting and meaningful actions. And although some themes may have more resonance than others, the idea here is not necessarily to marry the brand to a cause that will ...
Although the term is relatively new, Integrated Marketing has been a common practice in mega corporations for quite some time now. These large firms which are marketing products or services simultaneously to mass audiences across several markets are now doing it in an “integrated” way. Typically they operate with several agencies to help them...
A new year has rolled in, giving us all a fresh start. And one of my New Year’s resolutions is to let you all in on a secret: I’m a romantic, very “fleur bleue,” to use the French expression. It’s why I love marketing so much. Because for me, marketing is the ultimate “courtship” experience. ...
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