Esports companies Activision Blizzard and Riot Games have opened their professional leagues to franchising options, with Activision Blizzard's Overwatch League scoring a $17 million deal with HP and a $10 million deal with Intel. Industry experts say esports viewers are a young, engaged audience, but Ketchum Sports & Entertainment's Patrick Wixted warns that brands must be authentic to truly connect with the fans.
Exploring creative solutions is crucial to avoid jumping to conclusions that could lead to errors, says astronomer and science communicator Moiya McTier. Address a problem with a question to help you think outside the box, she writes, and form a hypothesis to have something to measure your success against.
Procrastination leads people to fall behind and feel anxious, and many times this is because they are busy during peak hours but work on the wrong things, Dan Rockwell writes. "Important trivialities prevent you from doing the thing that pays the bills," he writes.
Diageo has used artificial intelligence tools to debut its Johnnie Walker My Edition product. Consumers can answer several questions online to determine which new blend best matches their flavor preferences, and can then order that product, which arrives in a personalized bottle.
Business-to-business marketers must be careful about the language and tone they adopt in content marketing targeted toward executive buyers and should use a certain level of formality, avoiding jargon and slang, Jack Dean writes. Consider taking communications training and trying out possible scenarios and meetings with colleagues, he advises.
Dun & Bradstreet's Anudit Vikram outlines what business-to-business marketers should consider when running programmatic campaigns, including the need to include unique identifiers to track the effect of ads on individual prospects. Vikram also explores brand-safety issues and highlights the importance of starting the process by adopting robust data practices.
Business-to-business marketers whose clients are businesses that ultimately sell to consumers have a complex journey to manage, demonstrating they understand prospects' needs and can help them communicate the benefits of their products or services to the end consumer, Guy Powell writes. "The marketing challenge is how to optimize the media mix for both target audiences: customer and consumer," he writes.
Forrester's marketing chief, Victor Milligan, talks about how the EU's General Data Protection Regulation could help improve the chief marketing officer role. An increased focus on data privacy provides CMOs with the opportunity to "leverage data to deliver individualized experience that create value for that single human being while avoiding crossing the 'creep-line' or abusing that data at the expense of that person's privacy," he says.