Leapfrog Marketing Institute’s White Paper on Omni-Channel Marketing Available for Download

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Marketing experts from top brands chart the challenges of creating a seamless consumer experience

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The Leapfrog Marketing Institute, the research arm of leading digital firm Leapfrog Online, has published its most recent white paper this week, "Omni-Channel, Consumer-Centricity and Established Brands: A Roundtable Discussion." The publication explores the implications of a growing consumer-centric marketplace.

In this publication, readers will learn:

  • How chief marketers at top brands view and define omni-channel marketing;
  • Why traditional brands face different hurdles than pure play brands like Amazon, Zappos or Netflix;
  • What institutional changes are needed for companies to succeed in a highly personalized digital landscape;
  • The necessity for brands to create personalized, relevant interactions with customers using consumer data.

The white paper features commentary from the following marketing experts, all members of the Leapfrog Marketing Institute’s Advisory Panel: Fred Ehle, VP of customer strategy at McDonald’s; Bob Wasserman, SVP of marketing for Allstate; Gary Lancina, CMO of LUMA Institute; and Jim Carey, adjunct professor at Northwestern University’s Integrated Marketing Communications Program. The roundtable discussion was moderated by Jason Wadler, chair of the Leapfrog Marketing Institute and executive vice president of Leapfrog Online.

The white paper was presented at the Institute’s inaugural CMO Insights Symposium on July 23, and is now available to download from the Institute’s new website.

At the symposium, the Institute also announced its plans for the 2015 CMO Benchmark Study. The annual study follows the evolving behavior of the always-on consumer and shares how marketers are adapting to this change. This year’s study will also include insights from CTOs, given the continuing partnership with CMOs to achieve results in a digital world. Senior marketing and IT executives are encouraged to participate in the study. Click here to participate.

The Leapfrog Marketing Institute’s publications are designed as a platform to help marketing executives better understand and navigate the digital world to deliver accountable results and ROI by providing insights from their peers and academic thought leaders. Additional information and reports can be found at http://www.leapfrogmarketinginstitute.com.


About the Leapfrog Marketing Institute
Leapfrog Marketing Institute is a virtual institute focused on nurturing thought leadership and commentary about digital marketing, with a specific focus on the mobile consumer and digital commerce. The Institute publishes white papers, research reports and insights, hosts workshops, panels, and roundtables for CMOs and industry influencers. Its research has been featured in AdAge, eMarketer, The Economist, and CIO Magazine. Leapfrog Marketing Institute is powered by Leapfrog Online, one of the largest digital marketing companies in the United States.

About Leapfrog Online
For 20 years, Leapfrog has led the industry in best practices related to the strategic use of consumer data, understanding the consumer journey and developing effective customer acquisition strategies that deliver business results. A data-driven approach and a culture of innovation allow us to deliver game-changing, scalable results for brand marketers. Founded in 1995, Leapfrog is based in Evanston, IL and employs more than 140 data scientists, software and systems engineers, media planners, analysts, and brand marketers.

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