Social media bots that operate without human involvement to post content and interact with human users are a growing concern related to the spread of political misinformation online. A Pew Research Center survey shows that 8 in 10 Americans aware of the bots believe they are used for malicious purposes.
Content can be a transformative business strategy, or simply a rut into which marketers drive to mediocrity. In this video, learn how brands can fix content marketing to show real, demonstrable, and profitable value to the business.
Krystle Davis outlines some of the key storytelling tips from Advertising Week, including the need to fully understand your audience and use insights from data to shape creative. Trade Desk marketing chief Susan Vobejda spoke about why business-to-business brands must create emotional connections to stand out instead of simply telling stories about products.
Instagram's IGTV will be important for marketers seeking to engage mobile audiences next year, and smaller brands will continue to see success on the social platform by creating meaningful interactions with audiences through various formats, Robert Katai writes. Other Instagram trends to watch out for next year include the rise of Stories ads, more effective influencer marketing and additional shoppable ad features, he writes.
The Economist's Steve Lok discusses the culture change needed to embrace data-driven marketing and invest in the technological solutions that deliver it, and how this was achieved at his company. "We need to leverage technology not to make 100% accurate decisions, but to help us make more human, relevant and contextual decisions," he says.
Procter & Gamble marketing chief Marc Pritchard spoke at last month's Adcolor conference about experiences that ignited his passion for inclusion and diversity, such as feeling compelled to hide his Mexican heritage as a youth and being challenged by African-American employees about P&G's lack of progress in increasing representation and market share. "Each of us can make a difference every day using our voice, and when it matters most, pick up and take the bold stand," he said.
Johnson & Johnson partnered with Alibaba's Tmall Innovation Center to determine why Chinese consumers weren't receptive to Listerine and found that floral and fruit flavors were preferred, prompting the creation of two new products. Meanwhile, Mars used data from the Center to create a chili-infused Snickers bar to appeal to Chinese tastes.
Eric Karkovack describes how to assign different roles for access to web pages in WordPress, noting that at times sites might want to limit content to certain people, such as administrators or members. He describes how to use the function for special privileges.
Various tactics are being employed by scammers to hook app users into costly and lucrative subscriptions. Their proliferation in Apple's App Store runs the risk of rising consumer complaints, with some of the worst offenders found under the category of utility apps generating high revenues despite such services being available for free elsewhere.
As the leaves turn brown, designers are putting much more thought into colors, as shown by October's list of new tools from Carrie Cousins. Other highlights include a Google beta tool, as well as resources for virtual reality, landing pages, search, layouts and more.
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