Seats are filling up fast for the 2018 ANA Masters of B2B Marketing, June 6 to 8 in Chicago. This is the signature event for learning how top CMOs and other leaders are driving marketing value and bottom-line results to grow their brands and businesses.
• Mike Simpson, CMO at Stanley Black and Decker
• Tomer Cohen, VP of product at LinkedIn
• Karen Walker, SVP and CMO at Cisco
• Denice Hasty, SVP and CMO at Comcast Business
• Ted Gilvar, CMO at Vonage
• John Kennedy, chief of staff at Conduent
• Hue Du, VP of marketing and communications at Equipment Depot
• Greg Gibbons, chief communications officer at GE Power
Nick Babich offers tips on how to create frictionless design that makes it as easy as possible for visitors to navigate your website. His suggestions include avoiding unnecessary information and design elements, making sure feedback is explicit so users don't have to rapid click and focusing on clarity over cleverness.
Google doesn't always succeed in tweaking its search ranking factors so that the cream rises to the top of its lists, Alexandra Tachalova writes in explaining why sites that provide little value to users sometimes sneak through the cracks and get high rankings. Her examples of the worst offenders include content that is poorly structured and outdated, as well as sites with excessive pop-ups.
Agile social marketing is an essential strategy in a fluid world where trends and conversations shift daily across multiple platforms, writes Stephanie Bohn. She emphasizes the importance of video, provides tips on how to implement an agile strategy and advises that "the brands that prevail will be those that produce a lot, test a lot and learn a lot -- over and over again."
Google's meeting with about 70 publishers to discuss its General Data Protection Regulation compliance efforts was boycotted by four trade groups -- the News Media Alliance, the News Media Association, Digital Content Next and the European Publishers Council -- who said they wanted written answers to address their questions and concerns. "It was their agenda. Google does what Google wants to do," said one attendee.
Chemours and Ogilvy marked National Inventors Month with an animated spot dedicated to the little-known inventors Mary Anderson, Alessandro Volta and Marie Van Brittan Brown, who created windshield wipers, the electric battery and home security, respectively. The whimsical spot is set to the song "An Ode to the Overlooked," written by Zach Buckner and Karl Westman with vocals and music from Adam Brock.
Similar to companies, people can also improve their personal brand if they take some simple steps advises Stephen Dupont, APR. Dupont's list of 12 steps includes listing goals, outlining strengths and building a network of mentors.
Pepsi has entered the movie world with "Uncle Drew," which extends storytelling from a 2012 viral brand campaign starring the NBA's Kyrie Irving as the humorous septuagenarian character. Pepsi teamed with Temple Hill Entertainment to create the film, paid Jay Longino to write the screenplay, signed Lionsgate as the movie's distributor and recruited a cast of former NBA stars including Reggie Miller, Shaquille O'Neal and Chris Webber.
A change in directors and a release just five months after the last movie in the "Star Wars" franchise were some of the challenges Disney faced with marketing "Solo: A Star Wars Story." The company created a promotional tour and posters and screened the film in Cannes as part of a plan to generate buzz for the film.
Wells Fargo Chief Marketing Officer Jamie Moldafsky said recent news of employees improperly altering corporate customers' documents provides a "very good example" of how the company is proactively looking to fix internal problems. The internal discovery of the issue and quick escalation to regulators is in line with the bank's new campaign, which "is very honest and transparent," Moldafsky said.