Don't miss the 2018 ANA Masters of B2B Marketing, June 6 to 8 in Chicago to hear how leading business marketers are driving growth for their organizations and boosting ROI.
• Mike Simpson, CMO at Stanley Black and Decker
• Karen Walker, SVP and CMO at Cisco
• John Kennedy, chief marketing and communications officer at Conduent
• Denice Hasty, SVP and CMO at Comcast Business
• Ted Gilvar, CMO at Vonage
• Aniko DeLaney, global head of corporate marketing at Bank of NY Mellon
• Hue Du, VP of marketing and communications at Equipment Depot
• Tomer Cohen, VP of product at LinkedIn
• Greg Gibbons, chief communications officer at GE Power
A Slack group has attracted a large number of designers and developers who discuss a wide array of topics that interest them over 64 different channels. The group, "100s under 100" -- also known as "Hundos" -- acts like a digital water cooler, where members collaborate and share information about topics like jobs and freelancing.
Designers should be aware that visitors are making immediate judgments about their sites and need to create an imaginative storytelling environment, Brenda Stokes Barron writes, in offering five examples on the best way to do this.
Robin Kurzer reviews the state of play in digital advertising since Procter & Gamble's Marc Pritchard issued an ultimatum over a year ago, noting the introduction of industrywide anti-fraud tools such as the Internet Advertising Bureau's ads.txt and efforts by platforms to tackle brand safety. As brands remain "determined to hold advertisers' feet to the fire, a safer digital advertising environment for brands will continue to develop," Kurzer predicts.
The combination of artificial intelligence and Facebook is a powerful asset for marketers seeking to deliver more personalized experiences to social users at scale, writes Abdul Muhammad. "Facebook will be key to companies that want to grow their customer-bases and retain current consumers because they can tap into the technology, data and machine learning that the social media giant has to offer," he writes.
Targeting Hispanic consumers does not require approval of an additional budget, writes Hernan Tagliani, but can happen with reallocation of current dollars. When running a small pilot campaign for the Hispanic market, keep cultural relevancy and media diversification in mind, he writes.
Latinos are increasingly powerful in the US, both culturally and economically, but the stereotypical portrayal of them in typical entertainment overshadows that growing power to many Americans. Beatriz Acevedo, co-founder and president of mitu, offers advice to marketers on overcoming that blind spot and tapping into a growing market.
The benefits of a diverse workforce include a rise in innovation and as such, industry professionals report that clients are beginning to push for more diversity on public relations teams. "When we're talking to clients, we have to ask ourselves -- do we have the right people in the room sharing authentic voices?" says Sharon Jones, director of diversity and inclusion at Ketchum North America.
Pandora has announced that advertisers can now buy its audio ads programmatically via The Trade Desk, AdsWizz and MediaMath. Pandora CEO Roger Lynch talks about attracting users with an on-demand service for its ad-supported streaming and how the strength of its user data means advertisers are able "to create thousands of versions of an audio ad easily and efficiently" for the most effective personalized experience.
YouTube has officially outlined sanctions that could be applied to creators whose videos promote violence or cruelty or could traumatize or cause pain to participants or viewers. Creators who cross this line will be removed from the platform's premium Google Preferred ad program, could have certain videos or channels demonetized and could be barred from the site's trending video feature.