Potbelly has historically channeled most of its ad money toward Facebook and Instagram, but now the company is exploring other digital avenues such as Reddit and Twitter. This shift is part of a program that looks beyond conventionality and embraces controversy to raise the sandwich chain's profile.
Illumination Entertainment teamed with the NBA on a campaign to tout the movie "Dr. Seuss' The Grinch," with a spot starring J.R. Smith and a locker room press conference with JaVale McGee donning a Grinch costume. The company has also promoted the film via collaborations with a host of brands, including IHOP, Bloomingdale's and Wonderful Pistachios, and rapper Tyler contributed two songs to its soundtrack.
BMW has picked the Cashmere Agency to lead its multicultural initiatives aimed at the Hispanic, African-American and Asian markets. The automaker also favors Cashmere for the agency's proficient understanding of the LGBTQ community.
The Financial Times wants more female experts quoted in its articles after realizing just 21% of quoted people in its articles were women. The paper has created a bot, which uses pronouns and analysis from first names to make its determinations, to alert its section editors if articles have quoted too many men.
Real-time data is rarely truly that due to the complex supply of sources and platforms needed to harness it, but even if it's just a few seconds out it can add huge value to marketers if they extract the right information about the contextual behavior of target audiences in the moment, writes Marc Sabatini. "[S]uccessful customer interactions come about only through customized and contextually relevant experiences, and that mandates real-time information about users and their context," he writes.
The Association of National Advertisers has unveiled a Center for Brand Purpose to help marketers identify and articulate their brand purpose to consumers with white papers, webinars, videos and training workshops. "Research shows that purpose-led brands grow two to three times faster than their competitors...Purpose is not simply a nice thing to have -- it's imperative in this day and age," said ANA CEO Bob Liodice.
Marketers will need to adopt data-driven strategies to be successful with digital in 2019 and use artificial intelligence to anticipate customer needs and deliver intuitive experiences, writes Jeroen Kuppens. "In 2019, customers will demand an experience from marketers that feels natural, authentic, and as interactive as a conversation," Kuppens writes.
Business-to-business marketers should explore four key areas to identify business-growth issues, such as reviewing and fixing problems with customer experience, writes Christopher Ryan. Monitor perception of your brand, ensure pricing and packaging models are still competitive and track lead-to-revenue touchpoints to enable ongoing improvement, he advises.
Armando Roggio outlines three tools that help marketers optimize content marketing -- Screaming Frog SEO Spider, Ahrefs and SEMrush. He provides screenshots of how to use all three, which offer website content audits, analysis and performance data.
With B2B buyers relying more and more on their own research to make purchase decisions, voice search is an emerging area of opportunity for marketers. Unsure how to make voice search work for a B2B brand? Start with these four tips.
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