Brands will be able to work with influencers to develop branded content on a new platform Facebook is preparing to roll out. The Branded Content Matching search engine will allow advertisers to specify the target characteristics of an influencer's fans and then get in touch with the influencer to work together.
WTRMLN WTR co-founder Jody Levy considers the firm a "big tiny startup," despite being in 25,000 US stores. "I created our name and identity as we launched our product, brand and the category of watermelon water. This was a clever choice to own the space," she said.
Since acquiring the US distribution rights for sparkling mineral water brand Topo Chico last year, Coca-Cola has grown the brand's presence in convenience stores by 25%, and will continue to expand distribution. Topo Chico's US retail value grew by over 30% during the first quarter of this year.
Esports companies Activision Blizzard and Riot Games have opened their professional leagues to franchising options, with Activision Blizzard's Overwatch League scoring a $17 million deal with HP and a $10 million deal with Intel. Industry experts say esports viewers are a young, engaged audience, but Ketchum Sports & Entertainment's Patrick Wixted warns that brands must be authentic to truly connect with the fans.
Diageo has used artificial intelligence tools to debut its Johnnie Walker My Edition product. Consumers can answer several questions online to determine which new blend best matches their flavor preferences, and can then order that product, which arrives in a personalized bottle.
Business-to-business marketers must be careful about the language and tone they adopt in content marketing targeted toward executive buyers and should use a certain level of formality, avoiding jargon and slang, Jack Dean writes. Consider taking communications training and trying out possible scenarios and meetings with colleagues, he advises.
Dun & Bradstreet's Anudit Vikram outlines what business-to-business marketers should consider when running programmatic campaigns, including the need to include unique identifiers to track the effect of ads on individual prospects. Vikram also explores brand-safety issues and highlights the importance of starting the process by adopting robust data practices.
Business-to-business marketers whose clients are businesses that ultimately sell to consumers have a complex journey to manage, demonstrating they understand prospects' needs and can help them communicate the benefits of their products or services to the end consumer, Guy Powell writes. "The marketing challenge is how to optimize the media mix for both target audiences: customer and consumer," he writes.
Forrester's marketing chief, Victor Milligan, talks about how the EU's General Data Protection Regulation could help improve the chief marketing officer role. An increased focus on data privacy provides CMOs with the opportunity to "leverage data to deliver individualized experience that create value for that single human being while avoiding crossing the 'creep-line' or abusing that data at the expense of that person's privacy," he says.
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