Most marketers talk a good game about protecting consumer data; however, very few have made the actual leap to treating privacy as a key marketing and communications effort, as opposed to simply a legal one. Here are three ways to re-tool data privacy disclaimers, or risk losing the trust and attention of the addressable market.
The Association of National Advertisers has unveiled a collaborative effort, called the Talent Forward Alliance, to address the industry's growing issues with maintaining talent, with board members from Publicis, DDB Worldwide, eBay, HP, Mastercard, Verizon and GE. "Talent is the foundation for our future success and for providing the pathway that will lead to successful brand-building, innovation, and the advancement of business performance," said ANA CEO Bob Liodice.
Some 71% of cdonsumers say loyalty programs don't inspire their loyalty to brands, per Kantar Retail, and with their heightened control in the digital age, consumers are more likely to be loyal to brands that deliver something relevant to their needs. John Zealley, Robert Wollan and Joshua Bellin explain the importance of brands displaying and embodying five traits to encourage loyalty from the modern consumer: purpose, personalization, pride, protection and partnership.
When it comes to creating icons, favicons and logos, simplicity is key, Brenda Stokes Barron writes. She outlines tips and hints for creating graphics that strengthen a site's branding, explaining that it's important to use eye-catching and timeless designs.
Netflix intends to invest $2 billion over the next year to promote around 700 original shows, but the company faces unique marketing challenges due to its release of box sets in full and a dip in social buzz as consumers have become used to its quality programming, writes Alan Wolk. Yet Netflix's powerful recommendation algorithm could help it succeed at launching so much new content, he writes.
Samsung has partnered with uBreakiFix to offer smartphone users same-day authorized service and repairs on several models of the Galaxy S and Note series. Meanwhile, Samsung Galaxy S9 presales have lagged, remaining at or below comparable presales of the Galaxy S8 in 2017.
Sales of refurbished smartphones increased 13% year over year in the last quarter of 2017, Counterpoint Research reports. The robust used smartphone market and longer phone ownership periods have reduced demand for new devices, Counterpoint's Tom Kang said.
Fairphone has developed a smartphone using modular parts that can be easily replaced, part of the company's effort to reduce waste and increase the life of the device. Fairphone also uses ethical sourcing, seeking to work only with conflict-free mineral mines.
The controversy over the election-year misuse of Facebook user data is raising questions among marketers, although they're not yet ready to cut their Facebook ad budgets. Among other concerns, marketers are questioning the extent of the social network's dominance and whether it's giving them all the insights it should.
Business-to-business marketers are embracing account-based marketing both to gather the data required to prove return on investment and to improve personalization by focusing attention on the most valuable leads and accounts, Peter Isaacson writes. The integration of artificial intelligence into ABM will make the strategy even more powerful in its ability to automate messaging based on more meaningful insights, he writes.