Facebook's Sheryl Sandberg announced that the platform is adding "more manual review of new ad targeting options to help prevent offensive terms from appearing." The company has reinstated 5,000 common ad-targeting terms after its disablement of targeting related to employment, job title and field of study following revelations by ProPublica that users had been listing hate content in the self-reporting categories.
A frank report by the ANA's Educational Foundation acknowledges an "unprecedented talent challenge" in advertising and marketing caused by a disconnect among employers, universities and students -- many of whom question the meaningfulness of a career in the industry. The ANA and its foundation have launched an initiative, Pathways 2020, to "make the case for what a creative, innovative and rewarding career marketing can be."
National Geographic and Nike partnered to create a one-hour documentary titled "Breaking2," which tells the story of three long-distance runners working with Nike Sport Research Lab to finish a marathon within two hours. While Nike is part of the story, "[i]t's about the human potential, which is a story that's very organic for National Geographic to tell," National Geographic's Courteney Monroe said.
The NBA and Nike have created jerseys that let fans access content about their favorite players and teams via an app when the shirt is tapped. The jerseys also give fans exclusive experiences and promotions during the basketball season.
The newest spot in Geico's "It's Not Surprising" campaign depicts an orchestra's triangle player living out his rock 'n' roll dreams to comedic effect. In the ad, the triangle player takes his solo to the next level, sliding across the stage on his knees and clanging away.
Organic Valley's new "Call us crazy, but it's working" campaign features the free-spirited farmers who started the brand. The ads tell a simple story about how brand values helped propel the firm and how the company supports farmers.
Create compelling content to leave with prospects after a pitch, ensuring your leave-behind pieces are made with high-quality printing materials and that documents are branded with strong headlines. Summarize information, and back it up with industry research and case studies.
Social media trends that should be incorporated into 2018 marketing strategies include short-lived content for platforms like Snapchat. Use influencers to tap the power of personal storytelling, improve customer service with social chatbots, use image recognition technology to create more visual content and invest in live streaming.
Business-to-business marketers should personalize messaging on LinkedIn to connect with prospects and create content that addresses specific issues facing their target audience. Provide value to leads to win their trust, and review your current network for connection possibilities.
Business-to-business marketers that offer e-commerce options should consider adding shopping capabilities to a mobile app and offering flexible, fast delivery options. It's also key to have a robust security system in place to keep customer data safe.
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