Sending cold emails to prospects is a losing business-to-business marketing strategy, as busy professionals who don't know your brand and are targeted too often will simply mark your address as spam, writes Ryan Phelan. Instead, invest in identifying the best prospects in collaboration with sales, and develop a lead-nurturing program that offers value to the people actively seeking solutions, he writes.
Fifty-nine percent of women and about 50% of men say they don't identify totally as feminine or masculine, and nearly 40% of participants said advertising misrepresents genders, per Omnicom Media Group. "This has a major implication for marketers in that if they don't start readjusting their playbook and they don't start speaking to all types of masculinity or femininity, then they could clearly be missing the bull's-eye, i.e., about half of that gender population," said OMG's Pamela Marsh.
Procter & Gamble's David Taylor says the company intends to cut its agency roster by a further 50% and bring down advertising spend by $400 million. The company has already slashed the number of agencies it works with from 6,000 to 2,500 and plans to work with certain agencies on a fixed retainer model for some major campaigns but will "open source" agency partners for the rest of its business.
Diageo is the latest brand to sign up for the Free the Bid movement, which is urging agencies to submit creative pitches that involve at least one female director. Eleven other brands have joined the movement, including Coca-Cola, Levi's, HP, Visa, eBay and Toys R Us.
Bayer and AT&T are testing transparency solutions powered by blockchain technology in partnership with Amino Payments to improve their understanding of the digital ad supply chain. "We're a significant investor in the bidded programmatic space, and we have a significant stake in understanding where our money goes and if we're getting our money's worth," said AT&T's Mark Wright.
Mobiquity Networks has introduced blockchain technology to its platform; the technology provides a transparent data audit trail. Barometric has signed up as the first client to use the new feature.
Advertisers investing in paid social via iProspect boosted their Pinterest spend by 132% year-over-year and 56% quarter-over-quarter, making it the social platform to receive the biggest spending increase in 2017, iProspect reports. Pinterest last year added features for advertisers such as Taste Graph, search ads, third-party tracking, app ads and Lens.
Twenty-two state attorneys general this week filed a lawsuit to block the repeal of net neutrality regulations. The Federal Communications Commission published rules in the Federal Register this week that would end net neutrality regulations April 23.
Charter has introduced an over-the-top skinny bundle known as Spectrum Choice. The service will be available for connected devices and will feature local broadcast networks, music channels and up to 10 additional channels.