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Why marketers need to help manage digital transformations - Marketing Land

…Officer or Chief Customer Officer. Brands that do have the strong involvement of their CMO in digital transformation, he said, include Southwest Airlines, JetBlue, Netflix, Lexus, Nike and Coca-Cola.Customer experience. When the CIO and the IT department take the lead in digital transformation,…

The disastrous consequences of measuring engagement - Marketing Land

…this disconnect: Engagement doesn’t actually describe marketing success.There’s little connection between engagement and business value. United Airlines created the most engaging Facebook post of 2017. Just one problem: All the engagement was negative. But social sites report all engagement, good…

KLM Becomes First Airline To Take Payments Via Twitter - Marketing Land

Today, KLM Royal Dutch Airlines announced that its social media followers could pay for tickets and other services via Twitter. It’s not quite the same as using Twitter to accept payments or using a stored credit card on Twitter (like iTunes). However, it points toward much more commerce…

How Spirit Airlines Embraced Brand Hatred And Won - Marketing Land

…they run afoul of people’s expectations. But not Spirit Airlines. Spirit Airlines proudly stands behind its “cheap seats” approach to marketing and embraces it fully. Spirit airlines is the absolute WORST airline to fly with. How do you charge someone $50 for carry on luggage???…

Giant Banner Ads Being Tested In Google's Search Results - Marketing Land

…banner ads for specific branded search queries. The screenshot below posted by @SynrgyHQ shows a sponsored ad for Southwest Airlines on the branded search query [southwest airlines]. It doesn’t appear easy to replicate this test, but Google has confirmed that it is occurring. The ad takes up a…