Disney executives relied on a strategic campaign with "big cross-demographic cultural moments" to encourage older and newer fans to purchase tickets for its new version of "The Lion King," writes Chris Thilk. Myriad marketing efforts included TV spots featuring Beyonce's performance as Nala, a wearable art gala, LinkedIn contest, Dole sticker promotions, co-branding on General Mills cereal boxes and a Pandora jewelry line.
Brands are posting Stories on Instagram an average seven days each month and businesses with 100,000 or more followers tend to post every two days monthly while those with less than 1,000 followers upload around every 4 days, according to a study by Socialinsider, an analytics company. The firm analyzed 135,976 Instagram Stories from 2,548 business accounts and also found that 51% of brands incorporate videos in their Stories, which it says helps create authenticity and generates longer viewer times.
Kieley Taylor, global social chief for GroupM's [m]PLATFORM, explores how LinkedIn became the go-to business-to-business platform and examines how marketers can get the most from its various features. "Many brands underutilize the powerful and influential voices of their own employees as thought leaders and advocates on a site like LinkedIn," she writes.
Marketers can develop a more in-depth understanding of their audience by offering prospects incentives to complete surveys and by employing social listening, Hassan Mansoor writes. Google Analytics helps marketers glean insights from user behavior on their sites and marketing automation can help deliver content based on prospects' interests.
This infographic from Instructional Solutions offers 19 tips for marketers to improve their digital content writing skills, including writing for the target audience, limiting paragraphs to seven lines and making content easy to scan by incorporating headings and bullet points. Additionally, use verbs that energize readers, don't include jargon and adopt an authoritative tone.
Susan Gilbert explains how to boost marketing efforts using Facebook tools such as TabSite, which provides templates that can be easily customized to run promotional campaigns. Instant articles gives marketers the opportunity to engage mobile prospects with immersive, interactive content and live video can be used to humanize a brand, she advises.
Don't miss your chance to enter the 2019 ANA Multicultural Excellence Awards, celebrating the most innovative and effective advertising campaigns in multicultural marketing. Categories include African-American, Asian, Audio, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBT, People with Disabilities, Print, Socially Responsible, Total Market, and Significant Results. The program is open to ANA member and nonmember companies, and agencies and media companies submitting on behalf of their clients. Enter your best multicultural campaigns by August 9.
- Scotts Miracle-Gro uses predictive modeling to drive sales
- Land O'Lakes built a data lake without drowning
- MillerCoors build a complex marketing optimization and planning process
- GM uses data and insights to improve its core business
- The Home Depot delivers results through unified measurement
- AIG combines data science and predictive analytics to spur growth
- Coca-Cola finds consumers online in a digital non-native category
In this interview, Vineet Mehra, Walgreens Boots Alliance's global CMO, discusses how the company maintains a balanced customer experience between in-store and digital interactions and its reliance on data and segmentation strategies. "One of the things that attracted me to Walgreens Boots Alliance was the company's purpose -- to help people around the world live happier and healthier lives," said Mehra, adding, "There aren't many brands that can truly democratize health care but also have the ability to do that on a global scale."
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