Pinterest has created a Verified Merchant Program that enables certified brands to offer their products across the platform's shopping experiences. The platform also is offering retailers website, checkout and sales conversion insights and is rolling out catalog updates with additional metrics and upload scheduling, along with dynamic ad retargeting.
With many people staying home, in-home data use increased 18% from March 1 to 17, compared to the same period last year, Comscore reports. The company's CEO Bill Livek says that, if the stay-at-home measures remain, "We expect this upward data usage trend to continue, as consumers shift their work, school, information gathering, shopping and entertainment habits amidst the COVID-19 crisis."
Businesses can address the latest disruption stemming from the coronavirus pandemic by getting a handle on communication tactics, writes Mike Driehorst. He shares in-house messaging tactics from Strategic Advisory Consulting Group's Dave Coffaro, along with external strategies from Public Relations Society of America chair T. Garland Stansell, who notes, "People are hungry for useful and up-to-the-minute information, and this should always be delivered in a tone that conveys expertise, confidence and clarity."
Navigation apps such as Waze are collecting an abundance of data, which makes them a viable tool for marketers in boosting sales via location-specific ads, says Barbara Kahn, Wharton marketing professor. In this interview, Kahn discusses the value of navigation apps for driving retail sales and successful campaigns, and notes a key to success is "thinking about how you interact with the customer around the shopping experience."
Directive Consulting's Garrett Mehrguth talks in this podcast about how business-to-business marketers can boost brand awareness via search, the importance of identifying prospects with purchase intent and targeting the right individuals. "The biggest mistake in B2B marketing is the thought that I need to speak to the decision-maker," he says, noting, "Your sales material is for decision-makers, your marketing material is for your champions."
Social media marketers took to Twitter to share how they're managing working from home, swapping tweets about the challenges of not being in the office with colleagues and the best tools they've found for remote working. They also shared thoughts on how the pandemic has shifted content planning schedules, why it's essential to be able to react in real time in the current climate and how teams are staying connected virtually.
Marketers report that their content strategies are influenced by three main factors -- budget, time and requests from executive leadership, per the CMO Council. The biggest content challenges cited by respondents are producing high-quality content at scale, monitoring target audience engagement and being able to translate ideas into actual content.
The CMO Growth Council, a joint venture between the Association of National Advertisers and Cannes Lions, recently set up a task force to lead and exchange knowledge on weathering the coronavirus pandemic. During a recent call, ANA CEO Bob Liodice encouraged the group to "take care of your companies" and keep employees motivated and engaged, while other executives highlighted the importance of protecting staff, focusing on service to others, and shifting ad messaging and budgets.
Popeyes built huge buzz with the launch of its chicken sandwich last year, and Paloma Azulay, who signed on as chief marketing officer in January, is leading efforts to build on that momentum. She talks about how the chain plans to build brand loyalty and expand its global presence with a focus on China.
CMOs who need to demonstrate their value to leadership can get ahead by aligning efforts to CEO expectations, says Chipotle's Chris Brandt. An eMarketer report highlights Brandt's insights, along with 59 other C-suite executives, including Madison Reed's Heidi Dorosin, who says CMOs need "a broad business view to be successful in the C-suite."
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