Marketers at a recent event discussed the evolution of conversion rate optimization and its increasing emphasis on improving personalization within website experiences. Executives also talked about data barriers to identifying a singular customer view, the challenges surrounding attribution and the increasing popularity of A/B testing.
Kraft Heinz's Michelle St. Jacques talks about how the company identifies the right conversations to join on social media, meaning those that are authentic to the brand and therefore welcomed by consumers. For example, upon seeing UK consumers discussing its "mayochup" product on social, the brand created a poll asking Americans if they too would like it, resulting in 2.4 billion impressions.
Twenty-seven percent of marketers received no training before the implementation of the EU's General Data Protection Regulation, and 34% aren't confident in their abilities to address issues relating to the legislation, DMA reports."[O]ngoing training and support is essential for marketers and organisations to reap the rewards of GDPR," said IDM managing director Jane Cave.
Sean Cole's guide on paid social campaigns outlines best practices for audiences, purposes, ad formats, targeting and other areas that should be considered before launching a campaign. "Producing ads that are relevant and unintrusive to the audience's overall experience" should be a priority with Facebook advertising, Cole writes.
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Brands must reflect a strong vision, exhibit their values and have a distinct personality, writes Alan Siegel, who offers 10 tips for marketers such as the authentic communication of a brand's conscience and being nimble enough to respond immediately to criticism. Ultimately, "all organizations with a distinctive voice have a visionary leader who is unwilling to compromise the brand's core values," he writes.
YouTube has announced the launch of a suite of creative tools for advertisers in an effort to lure brands back to the platform. Tools include Video Experiments, which allows AdWords users to test video ads on YouTube; and Director Mix, which features swappable elements that make it easy for brands to create multiple versions of the same ad.
American Airlines, United Airlines, Southwest Airlines and Frontier Airlines said on Wednesday that they would not transport immigrant children separated from their parents by the US government. "We have no desire to be associated with separating families, or worse, to profit from it," said American Airlines.
Staying in the same role without learning is a career death sentence, even if it feels easier than taking a risk and learning new things, writes LaRae Quy. "It's essential that you realize your comfort zone is a tremendous enemy of peak performance," she writes.
Western Union's business-to-business marketing lead, Nicole Zimmermann, talks about how digital transformation enables marketers to deliver the self-serve experiences prospects want, citing the company's success in using Facebook Messenger bots. She advises harnessing the expertise of younger employees who understand what people want from a digital experience and using data to identify the distinct experience that will resonate best with each individual prospect.