Marketing
Top stories summarized by our editors
9/18/2018

Target uses data from its 1,800-plus stores and target.com to make better merchandising and marketing decisions. The company's ability to activate against these insights and close the loop from online to offline continues to improve. In this video, learn how Target's access to good data and measurement changed its digital media strategy.

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ana.net
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Target
9/18/2018

Only 10% of advertisers report "high" or "very high" trust in their agency partners, 40% report a "low" level of trust compared with 29% who reported the same two years ago, and respondents consider transparency as crucial to trust, an ID Comms study found. "The vast majority of both agencies and advertisers agree that a close, trusted relationship is likely to lead to better marketing performance but, sadly, right now levels of trust are much lower than they should be," ID Comms' Susy Pyzer-Knapp said.

9/18/2018

Hulu's new campaign, introduced during the Emmys, features celebrities like Samira Wiley of "The Handmaid's Tale" and Miles Brown of "Black-ish" warning viewers never to get Hulu, because it makes it impossible to go back to regular TV. Hulu marketing chief Kelly Campbell describes the research behind the push that "got us to a place where we were ready to reintroduce ourselves to the market with a robust brief with clarity of who we are as a brand."

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Fast Company online
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Hulu, Kelly Campbell
9/18/2018

While A/B testing may not be perfect, marketers should stick with it, as artificial intelligence and automation are set to make the tactic more useful than ever by enabling testing of multiple variables in search, social and content creation, Jonathan Crowl writes. "It may look like the A/B testing we're used to, but the difference in results will be unrecognizable," he predicts.

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The Content Standard
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Jonathan Crowl, AI
9/18/2018

Hamburger menus are not everyone's cup of tea, writes Carrie Cousins, who professes to have mixed feelings about the navigational device. Many designers share her feelings despite the menu's exploding popularity, she says, in describing her "love-hate relationship" and weighing its pros and cons.

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WebDesignerDepot
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Carrie Cousins
9/18/2018

When PayPal spun off from eBay in 2015, the company rebranded itself and reset its strategy. Tune in to the upcoming Case in Point on Sept. 26, 3-4:15 p.m. Eastern, to hear Amanda Miller, director of global corporate communications, and Amanda Coffee, lead manager, global corporate communications, discuss how PayPal is leveraging its social channels to communicate company news and its values. Register here.

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bit.ly
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PayPal, Amanda Miller, eBay
9/17/2018

Coca-Cola has extended its agreement with Ohio State University to be the exclusive beverage provider at its Columbus campus. The $84.7 million contract will extend the brand's 20-year relationship with the school through 2033 and will provide Ohio State with $2.25 million for student scholarships, six internship positions and other benefits.

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Ohio State University, Coca-Cola
9/17/2018

BrewDog is pivoting away from campaigns designed to provoke controversy and instead will focus campaigns on its beer rather than social issues, while still maintaining a humorous tone. "We are going to continue to [wear] our heart on our sleeve, continue our mission to share our passion for craft beer, continue being irreverent and candid and continue trying to be the best employer we possibly can," managing director James Watt said.

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PRWeek
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BrewDog
9/17/2018

Several companies have pledged to give between $250,000 and $1 million to help those affected by Hurricane Florence as part of the Red Cross Annual Disaster Giving and Disaster Responder programs. Breweries, including Anheuser-Busch and MillerCoors, are sending water to hurricane victims, while PepsiCo plans to donate $1 million to hurricane relief efforts and provide 350,000 meals to those hit by the storm.

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PepsiCo, Anheuser-Busch, MillerCoors
9/17/2018

About 65% of health care executives have changed their definition of patient-centered care to include providing educational resources and access to coordinated care, according to a survey by Modern Healthcare. More than 94% of executives surveyed said they are investing in technology to provide better care.