Alicia Tillman, global chief marketing officer at SAP, talks in this interview about the need for data-driven marketing to drive human storytelling that appeals emotionally to prospects. "[Q]uick-win marketing was officially put to bed in 2019, with marketers embracing the long game of loyalty and advocacy," she says, noting, "The fact of the matter is that the future of business has feelings."
Alexander Kesler outlines seven business-to-business marketing trends that should be followed this year, including the necessity of having a superior, custom-built website and premium content that offers expert insights to prospects. Embrace video, particularly livestreaming, use chatbots, personalize messaging and optimize email marketing with segmentation and testing, he advises.
Business Insider obtained a 2012 copy of the McDonald's "Golden Arches code," which reveals promotional tenets such as how the Ronald McDonald mascot's appearances must be pre-approved and how he can't be called Ronnie or visit a nightclub. The code also outlines "careful guidelines on how to market to children," "how 'I'm lovin' it' is presented" and rules regarding brand colors for the arches and food packaging.
Consumers are becoming more aware of societal issues and want to do business with purposeful brands, which is resulting in "a shift in the roles of influencers, from fostering communities for profit to cultivating communities that can mobilize for a cause," writes Ben Lamm. He points to Greta Thunberg, Mari Copeny and Malala Yousafzai as "influencers because they are advocates" and urges brands to "gather behind them to create change."
Brands and public relations firms are descending on Miami, Fla., to launch experiential marketing to take advantage of the Super Bowl excitement, including at least 34 concerts with headliners such as Lady Gaga and Harry Styles and a host of popups, viewing parties and other events, writes Chris Daniels. Samantha Stark if 160over90, says social media is driving brands' live-event strategy, while rbb Communications' Shawn Warmstein says, "there is so much [brand] competition, there are going to be brand winners and losers."
Asking for help at work, whether you're the CEO or a new hire, shows courage and vulnerability, argues Wayne Baker of the University of Michigan's Ross School of Business in a new book. "You have to be clear on why you are making the request, the goal you are trying to achieve, and use SMART criteria," he says, with SMART being defined as specific, measurable, assignable, realistic and time-related.
Aki Technologies, a mobile marketing firm, has acquired Eyeview and plans to integrate the firm's video personalization tech into its Katana platform to help marketers create campaigns based on consumer preferences and other data such as weather and location.
Michael Lisovetsky describes why marketers should start preparing now for the "fifth quarter" -- recently outlined by Facebook as a pivotal period from Dec. 22 to 31 when conversions surge. Use insights from last quarter to inform this year's Q5 strategy, he writes, noting, "You'll need copy and creative that drives home the urgency of how your product and service can help [prospects] meet their goals now."
Individuals charged with creating compelling, regular Instagram content should first take stock of available assets such as photos, videos and user- or influence-generated content as well as consider topics that are relevant to a brand's followers, writes Devon Gardner. She suggests creating an Instagram post content calendar to keep track of all efforts.
Press releases are a powerful tool to spread the word about breaking news, corporate announcements, product launches and events, but today's journalists are inundated with them and are often turning to social media for new content, writes Praveen Nagda. He suggests the best way to ensure press releases remain valuable for reporters is to keep them authentic, relevant and useful and avoid "spin."
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