Starbucks marketing leaders are focusing on people instead of the product in the short story film series "Upstanders," which focuses on community members who are making a difference. "If [humans] can be moved by powerful stories, funny stories, inspiring stories, stories that bring joy into their hearts or get them to see things differently, they will develop a deeper affinity to a brand," says Rajiv Chandrasekaran, vice president for public affairs and executive producer at Starbucks.
Finish the year on a strong note by cleaning out your email inbox and sending thank-you notes to colleagues and managers, Suzanne Gelb writes. Set aside some time to improve your LinkedIn presence, and work on shifting to a healthier sleep routine in 2018.
Becoming a successful leader requires professionals to be knowledgeable about their industry and aware of their strengths and weaknesses, says Linda Rutherford, senior vice president and chief communications officer at Southwest Airlines. Her company relies on compassionate communication and preparedness in order to respond in a public relations crisis, she adds.
The reason chief marketing officers might be spending less money is that investment in marketing technology is paying off, not because they've had their budgets reduced by the C-suite as headlines often suggest, writes Joe Hyland. CMOs should be assessed by their return on investment results, not their total spend, as "That's what success looks like in this new marketing paradigm," he writes.
Get fresh inspiration for blog topics by using keyword tools such as Moz or Answer the Public to find out the type of content your prospects are searching for, advises Megan Krause. Get quick ideas from Google Suggest, research conversations across social media, and chat with sales colleagues and customers.
Global marketing leaders expect the use of artificial intelligence to grow by 53%, more than any other form of technology, per Salesforce Research. Fifty-one percent of respondents already employ AI, with 64% reporting that it has improved efficiency and 57% saying it's vital to create personalized messaging.
Kristopher Jones outlines a case study of how to use social media to attract highly qualified leads. The key to success lies in creating accurate buyer personas, boosting insights with Facebook's Custom Audiences, analyzing search data and running relevant social ads that smoothly link to valuable landing pages, he writes.
Sharing online content through private channels and secure Internet browsers is becoming an obstacle for marketers. This practice, known as dark social sharing, prevents marketers from realizing the rate of success for their marketing campaigns. In this video, learn tips and tools that marketers can use to tap into the dark social network.
Hear how leading brand marketers are driving sales, profitability and ROI by attending the 2018 ANA Brand Masters Conference, March 26 to 28 in Dana Point, Calif. This signature annual event is expected to sell out once again. Speakers include:
- Stephen Tisdalle, CMO at State Street Global Advisors
- Vineet Mehra, CMO at Ancestry.com
- Tim Scott, SVP and CMO at Land O' Lakes
- Andrew Springate, CMO at Dr. Pepper Snapple Group
- Rebecca Messina, CMO at Beam Suntory
- Sarah Krauss, founder of and CEO at S'well
- Orla Mitchell, president of gum and mints CBU at Mars Wrigley Confectionary
Landing page conversions fluctuate significantly depending upon the industry, but conversion testing can help designers maximize their results. Steve Hamm offers several tips for running conversion tests, including testing your headline, trying various design changes to see which performs the best and using automated marketing software.