Forbes Business Council members offer 10 pointers to help brands use QR codes to their full potential. Executives point to the difference in QR code adoption among younger and older consumers, the value in tying a physical product to a digital experience and using colors, patterns, logo integration and other customization tools to ensure they stand out.
Communications executives working in the financial sector are less focused on business shifts that are attributed to the COVID-19 pandemic and are instead paying closer attention to integrating brand purpose and environmental, social and governance messaging into the mix, according to a survey conducted by Financial Narrative and Opinium. "A new marketing communications framework is evolving where financial services brands are braver about not just identifying and talking about purpose, but building audience-led campaigns on that purpose that drive real change," said Elspeth Rockwell, Vested UK CEO and member of the Financial Narrative board.
A shorter to-do list can help people feel less overwhelmed and identify how they can be their best, says social psychologist Devon Price. "Because over time, you might discover that there are certain things you're expecting yourself to do that don't actually matter that much to you, and you don't really mind that you don't do them," he says.
Forrester's Christine Polewarczyk offers five ways business-to-business marketers can improve their content strategy, including focusing on content that retains customers as well as attracting new ones. Polewarczyk advises investing in content production systems that include automation and artificial intelligence and using behavioral intelligence to deliver content on the right platform at the right time.
MeritB2B's Gil Barzilay explains why business-to-business marketers should invest in connected TV to take advantage of its reach, targeting capabilities and to engage buyers as they work from home. "CTV advertising gets in front of a broad number of potential business buyers and creates brand awareness, driving early-stage research," Barzilay writes, noting, "It also solidifies messaging to current customers and leads already in-pipe."
Fubo Sportsbook has made a deal to become an authorized gaming operator for NASCAR, and the partnership will enable the mobile sportsbook to launch a multi-channel marketing initiative across a number of digital and social platforms. This is the sportsbook's third professional sports agreements, having previously made deals with the Cleveland Cavaliers and the New York Jets.
Bidalgo is rolling out an attribution solution that enables app marketers to track different creative aspects of campaigns to specific designers and then determine which cretive performs best a driving desired behaviors. Data be aggregated and viewed within a single dashboard.
Many brands are finding benefits in targeting customers offline with direct mail to cultivate relationships with a focus on small-batch efforts to circumvent challenges such as rising postal rates and paper and ink shortages, writes Tara Weiss. "We have the opportunity to think about how to market our products to an entire household... all in one piece of collateral," said Thinx Director of Retention Marketing Rose Crosby.
Individuals have jumped onto the trend of adding red flag emojis to tweets to highlight concerns and brands are following suit, such as Ritz and Burger King, which recently wrote, respectively, "Leaves two crackers left in the sleeve" and "when the friend group is thinking about getting something other than Burger King" along with the icons, writes Sabrina Sanchez. However, brands should be forewarned, as some consumer backlash to the trend is already beginning to appear on the platform.
Netflix's "Squid Game" is a hit among viewers, and brands are circumventing its ad-free format with digital tie-ins ranging from memes featuring iconic scenes to show-related Twitter posts. Netflix has been promoting the show with creative activations such as a Seoul, South Korea, train station takeover featuring life-size props and a towering interactive gumball machine.
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