Brand purpose is a "core principle" of a company, not something that starts in marketing, former Procter & Gamble chief marketer Jim Stengel says. Nike, CVS and Unilever are highlighted as companies with clear purpose work.
Marketers utilize data from a variety of sources to plan, optimize and evaluate digital ad promotions, which makes consolidating information difficult, according to a study conducted by Advertiser Perceptions, Lucid and Cubiq. Paying for the wrong audience is a waste of media dollars and leads to erroneous insights, said Lucid's Ted McConnell.
Wendy's high-speed social media strategy and a $25 million increase in spend for digital platforms has prompted the company to shake up management and align marketing and operations departments, said Kurt Kane, chief commercial officer. The changes have resulted in a corporation better structured to deploy and monitor its notorious social marketing and has even led to employees in non-marketing roles taking becoming more active in promotions, Kane said.
Nathan Willers of the University of Denver talks about marketing authenticity at universities and recent admissions scandals involving digitally altered images. He points out Generation Z is now enrolling in college, and they are known to spot authenticity failures and contrived diversity, so today's marketers should be trained and prepared to work in this diversity-aware environment.
Nike released the Air Force 1 Low Puerto Rico shoe this month ahead of National Puerto Rican Day and ran into trouble when it was pointed out that the design on the shoes was Caribbean, not Puerto Rican. Janel Martinez writes that this lack of cultural awareness could be avoided by empowering diverse professionals during the entire creative process, and she points out that US Hispanics are often lumped together: "While we have a shared history and culture, we're not monolithic."
This interview with Sandra Alcala, the director of member services for the House Democratic Caucus, highlights the diversity currently in Congress, not just among members but staff as well. "I'm very happy the chairman made this a priority, that we have one of the most diverse caucuses that we've ever had and we have a support system and staff that reflects that diversity," she says.
Online consumer behavior is growing increasingly complex, and the humble cookie is no longer an adequate tool for tracking online movement. Marketers need a more sophisticated solution that collects disparate user actions into a unified portrait of the consumers' time online.
Shopify CMO Jeff Weiser discusses the e-commerce company's goal to become a 100-year-old company and how its first brand campaign this year was designed to increase brand awareness. "The way we distilled our brand purpose is to unlock the power of commerce for those seeking independence," Weiser says in this interview.
Cultivate successful business-to-business relationships by identifying the right companies to target that can most benefit from your products or services and communicating how you can help them grow, Jeff Bevis writes. Nurture relationships when established by making the customer experience as seamless as possible and putting in the time to stay in touch, he advises.
Allen Yesilevich outlines eight do's and four don'ts for business-to-business marketers seeking experiential success, including making sure experiences feature emotional triggers and are designed around customer interests and needs. Don't overload prospects with information or miss smaller details that can create a poor impression of your brand, he writes.
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