Coca-Cola is among a growing number of companies partnering with Indiegogo's Enterprise Program to test and gauge interest in new products efficiently and inexpensively. "Typically as we think about taking solutions and testing them in the US, it can take a lot of time: Our traditional ways of doing market research involve focus groups and testing," said George Parker, director of innovation for Coca-Cola USA.
Marketers often make the mistake of viewing Gen Z consumers as very different from older generations, but companies can get younger consumers involved in a social cause with the right messaging, said DoSomething.org CEO Aria Finger during a presentation at the 2018 PRSA International Conference last week. Millennials and Gen Zers are often concerned about fairness and respond well to dialogue.
Coca-Cola is looking to instill a level of parity between what the company asks from programmatic and trading desk partners compared to the requests it makes of alternate channels, said Senior Customer Connections Manager Kyle Lebet. "It's above and beyond what a lot of other channels can provide us," he said of the advantages found in the programmatic realm.
Customers and employees now expect companies to stand up for the values they believe in, so marketers should embrace the right kind of purpose-driven campaigns for their business, Kinjil Mathur writes. Involve employees in social causes through volunteering or social media activation to reinforce authenticity and identify goals such as raising awareness or boosting donations, Mathur advises.
Employ LinkedIn's search feature to identify prospects ready to engage and then develop a connection by sparking a personalized conversation regarding specific industry or company news, Chad Keller writes. Make sure your LinkedIn profile stands out and take part in groups on the platform to establish your helpful expertise, he writes.
Eighty-eight percent of US business-to-business buyers said they think less of a vendor if they use promotional cliches, according to Propeller Insights and Bospar. The marketing jargon that irritates prospects most are "disruptive," "bleeding-edge," "world-class," "cutting edge" and "best-in-class."
Native ads are being tested in Google Discover feeds, which feature the brand's name in the header and have the same design as the feature's news cards. Google Discover displays news, video and articles on Google's app and users can customize content based on their interests.
Here are three reasons to attend the 20th Annual ANA Multicultural Marketing & Diversity Conference, presented by Pandora, November 4 to 6 in Miami, Fla.:
- The speakers. Hear from CMOs at Coty Inc., Sam's Club and Sprint, as well as multicultural marketing leaders at Wells Fargo, Warner Bros. Pictures, Comcast and IW Group.
- The content. Learn the latest on how to champion diversity at the highest levels, transform Asian marketing, use multicultural data more effectively and engage LGBTQ consumers.
- The annual Multicultural Excellence Awards gala. Celebrate the best work in multicultural marketing across 12 categories, including Hispanic, Asian, African-American, LGBT and People with Disabilities.
Adweek has revealed its 2018 Publishing Hot List winners, which include #MeToo named as Story of the Year and National Geographic named as Hottest Magazine Redesign. Other winners include Tasty for Hottest in Food, Bloomberg's TicToc for Hottest Social Media Presence and Atlantic Media for Hottest in Branded Content.
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