Luxury retail company Barneys New York has retooled its marketing strategy to cater to younger audiences, with a focus on physical, social and digital campaigns, CEO Daniella Vitale says. The company launched a Recommend app that allows sales members to recommend items to shoppers based on their purchase history, and Barneys has hosted events, such as "The Drop," that feature custom items and special performances.
If you're rushing from meeting to meeting and problem to problem, you're not really thinking through any of the challenges of your day, writes Shane Parrish. "At a corporate level, this means you're ripe for disruption from a competitor willing to play the long game," he writes.
Keep an eye on how much time you're spending on social interactions at work to limit time wasted, writes Shea Drake. Avoid social media at the office, and adopt an inclusive mindset toward colleagues.
Business-to-business marketers must show prospects that they understand their specific issues and deliver content that consistently adds value to their working lives, writes Rob Levin. Do this and prospects will see "your product or service is a logical last step," he writes.
Forty-five percent of chief marketing officers think they're performing unsatisfactorily when it comes to personalization, per L2, and one way marketers are dropping the ball is by not enabling federated account login -- where prospects can sign in to apps, sites or forms using their social media profiles, writes Evan Neufeld. By offering this option, marketers can not only gain valuable data for personalization but can keep prospects happy with a quick and easy digital experience, he writes.
Copywriting skills have been edged out by a marketing focus on visual and video mobile and digital content, but the rise of voice experiences via assistants like Amazon's Alexa could change that, writes Saman Mansourpour. "If the future truly is all about Voice, then copywriters will find themselves back in vogue writing scripts and training people to deliver them," he writes.
In a new podcast from the ANA Government Relations team, host Doug Wood, partner at Reed Smith, goes one on one with Chris Sloan, assistant VP and senior corporate counsel at Liberty Mutual, to learn about the brand's role as a partner with Team USA and what it expects out of its partnership with the USOC.
Don't miss the 2018 ANA Advertising Law and Public Policy Conference, March 15 to 16 in Washington, D.C., to hear how top legal minds at major brands are working with their marketing teams to grow their brands.
• How the upcoming midterms could impact the political environment for advertising
• Effectively managing legal and reputational risk during a crisis
• The global impact of the EU's General Data Protection Regulation
• How marketing and legal can partner to create content
• Legal counsel strategies to avoid brand-damaging controversies surrounding athlete endorsements
CLE Credit will be offered. Register now.
Average television audiences for broadcasts of NBA games across ESPN, NBA TV, TNT and ABC are up 17% from last season, reaching 1.4 million and comprising a coveted age group for advertisers -- those between 18 and 49, Nielsen reports. The NBA encourages its star players to build active social profiles and speak out about controversial issues in society, which is partly the reason for its success in building a younger fan base, writes A.J. Katz.
Digital advertisers need to move on from the media hysteria surrounding brand safety and instead concentrate on what's appropriate for their own brand and how that spurs video ad performance, writes Pixability's Andreas Goeldi. "By looking to consumers to benchmark brand appropriateness, marketers can verify and measure the real impact of the content they're advertising against," he writes.
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