Marketing Expert Explains How to Reach Today’s Consumers
November 5, 2008
During his presentation, Schwalbe will share insights on how to connect and build relationships with today’s consumers, including examples of successful marketing campaigns.
“Marketers today face an environment where almost everything has changed, and the accepted approaches for reaching and selling consumers no longer work like they once did,” said Schwalbe, who has more than 25 years of experience in marketing and communications.
But rather than feel overwhelmed and discouraged by the new landscape, he said, businesses have good reason to be optimistic.
“It is not all doom and gloom,” Schwalbe said. “In fact, there’s never been a more exciting time to be in the marketing communications business. Attendees should come away with a fresh perspective on today’s consumer marketplace, and inspired by the new opportunities that it affords marketers.”
While with Engauge, Schwalbe has developed strategies for clients including Anthem Blue Cross & Blue Shield, Heinz, Hoover, and Sears Optical. Engauge, with offices in Columbus and four other U.S. cities, unites the power of digital, traditional, and direct marketing. For more information, see www.engauge.com.
In 2004, Schwalbe created Engauge’s Behavioral Insights Group, an in-house research team that approaches consumer research from an anthropological point-of-view, studying consumer behavior in home life, at work, in stores, and anywhere else necessary to understand consumer behavior. In 2006, he led work to understand how consumers engage with media in today’s digital marketplace.
Schwalbe’s presentation is co-sponsored by Ohio Wesleyan’s Woltemade Center for Economics, Business and Entrepreneurship and by the Advertising Educational Foundation (AEF). Created in 1983, AEF serves as the advertising industry’s provider and distributor of educational content to enrich the understanding of advertising and its role in culture, society and the economy. For more information, see www.aef.com.
Founded, in 1985, Ohio Wesleyan’s Woltemade Center for Economics, Business and Entrepreneurship helps students integrate business theory and practice, provides scholarships and other resources, and sponsors lectures and other events to benefit the business community.
Ohio Wesleyan University is an undergraduate liberal arts college that transforms the lives of its students through a combination of rigorous academics, mentoring relationships, and real-world experiences. Featured in the book “Colleges That Change Lives,” the private university’s 1,850 students come from 47 states and 50 countries. Visit www.owu.edu for more information.
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