Starbucks' plan to close 150 locations caught SmartBrief readers' attention this week, along with the news that Osteria Francescana was named the World's Best Restaurant. General Mills' launch of a high-protein yogurt brand known as YQ led the week's list of most-read food and beverage stories.
Luxury brand Tiffany saw increased sales after introducing a wave of new campaigns targeting millennial trends, such as social media posts featuring young influencers and celebrities. The company's "Believe in Love" campaign presented interracial and same-sex couples to reflect that the brand embraces the modern definition of romance and diversity.
Readability is key to website conversions for audiences over the age of 50, Brian Greenberg writes. He offers five tips for marketing to this audience, including removing distractions, increasing font size and adding step-by-step instructions and arrows.
As the demand for personalization increases, a crowdsourcing strategy that taps into specialized communities of influencers can help marketers meet the challenges of creating more personalized content quickly and economically.
Quality data and smart measurement are imperative for strong marketing campaigns, but they will never replace creativity when it comes to building effective brand messaging, according to Diageo's Chief Marketing Officer Syl Saller. "The key to putting measurement to creativity is using it with wisdom [and] you have to inculcate a culture that people can make mistakes and learn with them," she said in a presentation at Cannes 2018.
AB InBev has launched a mobile data tracking and analysis initiative using Ethereum blockchain technology through a partnership with the Kiip app. The aim of the project is to make the company's campaign database available to all parties in the advertising process, thereby increasing transparency and reducing or preventing mobile ad fraud.
Eight O'Clock Coffee is working with entertainment company Escape the Room to create an augmented reality marketing experience this summer. As part of the program, customers can solve coffee-themed puzzles to compete for eight grand prizes of $8,000 each.
Business-to-business marketers can lift brand awareness and interest by focusing on purpose and values that differentiate them from competitors and resonate with prospects seeking to do business with companies that add value to the world, Joe Hale writes. Empower employees to further brand purpose, use a commitment to sustainability to drive innovation and focus on delivering consistently excellent experiences across all channels, he writes.
Sixty-seven percent of business-to-business marketers use email to generate leads, 60% use websites and 50% employ search, which experienced a 10% spike from 2017, per DemandGen. In addition, respondents said email was the most effective method for early engagement and converting leads.
The Association of National Advertisers' CMO Growth Council held its first meeting at Cannes Lions, and 25 of the world's leading marketing chiefs discussed a growth agenda for brands that includes tackling issues such as talent, innovation, data, technology, sustainability and customer centricity. "Growth is what everybody talks about, but few truly achieve the way we need to do on a sustainable long-term basis," said ANA CEO and President Bob Liodice.
- Page 1