Social marketers can learn some lessons from filmmaker Judd Apatow's successful approach to comedy by making emotional connections through stories that feature relatable characters, writes Zack Rosenberg. Create videos that are funny and feature real, quirky and endearing people to inspire more engagement and more shares, he advises.
Janice Burnham, founder of the ROC Group, which specializes in human resource communicating, offers five tips for using neuroscience to maximize internal communications. Among Burnham's tips are to use emotion to accelerate understanding, accept that humans are wired for stories and communicate with certainty, most particularly in times of change.
The key to a successful programmatically created ad involves factoring in four major considerations: segmentation, context, circumstance and time. Here's what marketers need to do to ensure programmatic creative delivers the right message to the right person at the exact right time.
Seats are filling fast for the 2019 ANA Media Conference, presented by Quantcast, April 10 to 12 in Orlando, Fla. This event sold out last year! Learn how leading brands are reaching today's consumers across platforms in innovative ways.
- Steve King, CEO at Publicis Media
- Marc Pritchard, chief brand officer at P&G
- Brad Haley, CMO at IHOP
- Rob Rakowitz, director of global media at Mars Inc.
- Luke Kigel, senior director and global head of media and connections at Johnson & Johnson
- Scott Grenz, VP and global head of media at GlaxoSmithKline
- Courtney Lawrie, director of brand marketing at Wayfair
- Trace Rutland, director of media innovation at Tyson Foods
Just 3.4% of business-to-business marketers believe their content is extremely effective, down from 2017's 12%, and only 5.4% say it's very effective, per Heinz Marketing and ON24. The survey also revealed that 2.7% of respondents are extremely confident that their content marketing boosts revenue, 47.8% are somewhat confident and 18.5% aren't confident at all.
A live Twitter chat yielded social media tips compiled in an infographic, and advice includes documenting clear brand style and content guidelines to ensure consistency across platforms, Emma Wiltshire writes. Be sure your visual style is unique, fun and engaging but is always recognizable as your brand.
Jessica Foster offers a guide to engaging prospects through five storytelling types -- search journeys, elimination of false beliefs, the "epiphany bridge," the triumph of the underdog and sequential emails. She explains in detail how to leverage each strategy to make content more valuable and inspire prospects to buy.
When data is clean, fresh and relevant, it can lead to a measurable lift in KPIs. But when it's mediocre, it will burn through an ad budget. Here are eight questions all buyers should ask their data providers.
Data-driven marketers must understand that consumers making buying decisions don't necessarily base their choices on logic, but instead rely on emotions or in-the-moment desires, writes Shravya Kaparthi. Tap into data that reveal these individual behaviors and use it to drive conversions, she writes, citing the "If This, Then Domino's" initiative as a best practice example.
A study by 451 Research shows the top three metrics for North American marketers are customer engagement, brand loyalty and customer retention. EMarketer's Lauren Fisher warns that marketers seeking to show return on investment must drill down from top-level metrics to ones that show how each channel drives revenue in different stages of the buying journey.
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