Power Pack: Ideas and Trendsetters to Watch in 2013

Beth Negus Viveiros and Brian Quinton

It’s not that marketing has to be complicated to be good.

Some of the most effective and powerful campaigns are the simplest: the well-crafted email, the carefully tested coupon, or the attention-grabbing live event. But the fact is that consumers are more complex targets than they used to be. They own multiple devices, rely on those gizmos for more of their daily entertainment than ever before, and are almost as likely to research their next purchase via social media as they are inside a search engine.

Given those facts, it’s no wonder that marketers are having to structure campaigns that cross platforms, and to engage prospects with highly integrated initiatives that move prospects smoothly from...

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