Keira Krausz, chief marketing officer at Nutrisystem, leverages an Instagram influencer marketing strategy to better connect and engage with diverse audiences. Krausz also discussed the need to make the brand work across various demographics and appeal to both men and women by aligning them to one overall cause: "The unifying thing is that they're all interested in improving their health, so our messaging skews to healthy living."
Brands that want to build relationships with Generation Z brand advocates can look to blockchain technology to create the transparency this demographic demands. Decentralized technology acts as a tool to give credibility to content both from influencers and in customer reviews.
Coca-Cola revamped its social media channels on Tuesday, with a plan to emphasize optimism going forward. "World Kindness Day feels like such an appropriate day and moment to kick off messages of positivity, but also when you look at Coke and what Coke stands for, Coke really is a brand about optimism, uplift and wants to bring people together in moments of connection," said Coca-Cola's Sarah Traverso.
Rodolfo Echeverria, global vice president of creative at Coca-Cola, talks about how eliminating the role of chief marketing officer and replacing it with a chief growth officer has transformed the brand's marketing strategy to focus on business results instead of winning creative awards or prioritizing brand awareness. "When you have the boss whose job title is growth officer then you have to come up with growth in terms of new consumers who love the brand more, are buying Coca-Cola more frequently and have a high appreciation for the brand value," he says.
Telemundo's ad revenue took a 16% leap to $647 million during the 2017-18 broadcast season, thanks in part to its broadcast of the World Cup, per Standard Media Index. Univision posted a 9% drop in ad revenue with $875 million in earnings but remained the Hispanic market leader.
Soccer is on track to becoming the No. 3 favorite sport in the US and may be one of the most significant ways brands can connect with Hispanics, who made up 68% of soccer viewership last year. Companies need more than just the Spanish language to connect with the community, and "the best way to connect with them is through a passion point, so what better passion point than what's rooted within our culture, which is soccer," said SBX Group's Francisco Terreros.
PR trainer Michael Smart says the digital revolution can make a PR pitch easier if professionals realize the correct ways to take advantage of it by pitching updates to previously existing articles. Smart also offers four "don'ts" for pros looking to pitch an update to a story.
Submissions are now being accepted for the 2019 eec Awards, honoring the most innovative email campaigns. Categories include Best Use of Data, Best Makeover of an Existing Email Program, Best Use of Email in a Cross-Channel Campaign, Best Nurture Campaign and Email Marketer Thought Leader of the Year. Winners will be honored at the annual Email Evolution Conference, April 24 to 26 in Savannah, Ga. Enter now.
Business-to-business marketing leaders have identified four key issues that will increasingly influence performance, including the ability to attract talent with skills in data analytics. Other factors include the internal reputation of marketing departments, the need to combine excellent digital and in-person experiences, and the need to review the efficacy of marketing-technology stacks.
Multitouch attribution offers business-to-business marketers the opportunity to engage prospects across multiple channels and devices with sequential, relevant messaging, Jon Schulz writes. Marketers should employ persistent identifiers to track individual prospects and to base messaging on the technology they use and their roles, he writes.
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