LookBookHQ's Mark Opauszky talks about the counterintuitive strategies behind the growth of the marketing technology company, such as how raising prices led to increased customer numbers. Focusing on a smaller number of high-value clients in a niche segment generated more revenue, and concentrating on higher-quality content instead of more sales calls attracted customers who prefer to self-educate, he says.
At Mondelez International, legal plays a critical role in driving growth initiatives across the company. Mary A. Carragher, chief counsel of global marketing and media at Mondelez, explains how her roles provide opportunities to build relationships with key senior marketing, media and growth platform stakeholders.
Don't miss the ANA Educational Foundation's annual Honors Night Gala, June 11, in New York City. Hosted by KC, the event will recognize companies and individuals from advertising, marketing and academic communities for outstanding contributions to education and talent. Award recipients include Verizon, Facebook, the 4A's, R/GA founder Bob Greenberg and Bill Imada of IW Group. Honors Night proceeds support the AEF's diverse educational programs and talent initiatives to build the next generation of marketing and advertising talent.
Creating engaging content that is reflective of your goals and objectives is key to drawing consumers to your website, Susan Friesen writes. She offers five easy tips for boosting content, including effective use of keywords, using calls to action and having clean copy that demonstrates thought leadership and competitive advantages to build trust with your audience.
John Hancock teamed with Fast Company to tap stars from HBO's "Crashing" for a humorous digital series that shows what can go wrong when planning for retirement. The first spot in the digital series was filmed at SXSW where the brand built a fake retirement community.
Kia's Facebook Messenger chatbot, Kian, has generated three times more conversions since launching in November than its main website and experienced a 24% response rate for follow-up messaging on Kian, the company reports. CarLabs' Brendan Flynn says the chatbot has "a huge ability to reach out to customers based on their actual wants."
US women are growing in spending power and time spent consuming media, according to Nielsen's Q2 2017 Total Audience Report. The report found multicultural women are more conscious consumers, with 62% of Hispanic women saying they buy based on quality of products and not on price.
After trying to land a spot at SXSW while singing in English for nearly a decade, Miami musician Mario Giancarlo's new band, in which he sings in Spanish, got in on its first try. Giancarlo says it could have been a diversity pick, but he also says he believes Hispanic artists could be more prominent throughout the US, perhaps by embracing their roots a bit more.
Jim Kalmenson, owner of several radio stations, was awarded a 2018 Medallas de Cortez Award as Hispanic Broadcaster of the Year at the 2018 Hispanic Radio Conference. Kalmenson took the opportunity to point out the short shrift Hispanic audiences receive, asserting "We are grossly underrepresented … our research suggests that Spanish radio ratings underestimate true listening levels by 25%-35%."
A recent kNOW survey found 28% of US adults have boycotted a brand due to a scandal, but millennials were more likely than older generations to protest a brand. Nearly 70% of consumers said they would pay more for a product from an ethical brand, while only 35% said they did active research about brands' ethics before making a purchase.