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Big Brand Theory: KLM Uses Social to Meet Customers Where They Interact
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KLM Royal Dutch Airlines is the poster child for social media customer service. Last year, KLM’s social media manager Karlijn Vogel-Meijer reported that the airline is now generating €25m ($US27.3m) in sales, per year, that they can directly attribute to their social media efforts. That’s no small feat – so how do they do it? I got a chance to speak with Vogel-Meijer to find […]

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Big Brand Theory: Big Brand Learnings Part 1 – Facebook and Twitter
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What’s a good number of Likes per post? It’s a common question, and one that’s difficult to definitively answer, but one reference we can look to is big brands. As such, I’ve had a look through the research we’ve conducted on brands for our Big Brand Theory column over the last year and put together a […]

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Big Brand Theory: Citi Brings Clients Together Through Social Engagement
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Citi is one of the biggest financial services providers in the world, managing more than 200 million customer accounts and operating in over 140 nations across the world. Given the vast diversity of the group, which includes Citibank, CitiFinancial and Banamex, among others, managing the organisation’s social media presence is an equally diverse task – I spoke to Heather Dahill, Director and U.S. Head, […]

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WPP launches Gain Theory – marketing foresight consultancy
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Our solutions will bring intellectual capital in marketing analytics, big data, technology, media and customer relationship management to drive successful marketing decisions. Our goal is to create a new, independent, and unbiased consultancy that will …

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Big Brand Theory: U-Haul Uses Social to Enhance Customer Service
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As the largest moving company in the US, U-Haul is one of the most recognizable brands in the country. Founded by Leonard Shoen in 1945, the company has grown from operating out of a suburban garage to having more than 16,000 active dealers across the nation. That brand recognition and growth is reflected in U-Haul’s […]

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Big Brand Theory: Thomson Reuters Uses the Flexibility of Social to Inform Their Audience
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Thomson Reuters is one of the world’s leading providers of news and information for businesses and professionals. I was fortunate enough to get a chance to speak to Adam Cohen, Social Media Manager for Thomson Reuters, to get some insights into how social is being utilized by such a huge company in the information services arena.

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Big Brand Theory: Assessing the Brand Winners from "The Fight of the Century"
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It was dubbed by some as ‘The Fight of The Century’. The main event was Pacquiao vs Mayweather, but as marketers and advertisers, our attention was just as much on the metaphorical right hooks, being thrown by brands amidst the surrounding hype, as we were with the physical jabs thrown in the ring.

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Big Brand Theory: Intel Uses Social to Build Better Relationships
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I had a chance to chat with Kristen Hardeman, Consumer Marketing Manager at Intel Australia, to get the lowdown on Intel’s approach to social and the value of social interactions for such a huge tech company.

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