Podcast mobile app usage has jumped 60% since January 2018, according to an Adobe Analytics survey and 45% of respondents plan to increase listenership. Most respondents (60%) looked up a service or product after hearing it advertised on a podcast and 25% ended up making a purchase, according to the report.
KPMG's Marten Van Pelt talks about the firm's use of artificial intelligence to transform its business-to-business marketing for digital prospects. He discusses how the company employs the technology to customize website experiences for individual visitors and identify the right keywords to inspire content marketing.
Dell's Konstanze Alex discusses business-to-business influencer marketing, including why the company doesn't pay for opinions but does pay for an influencer's time and services and the importance of setting out clear expectations. "The conversations you're having need to be relevant, of mutual interest, and important," she says.
Relevance is now the key factor in getting content to rank highly via Google's algorithms and Amanda Clark shares four tips for writing optimal content. Create content that addresses buyer concerns, don't use deceptive headlines, avoid any tactics that claim to game algorithms and focus on the unique benefits your company offers, she recommends.
Unilever CEO Alan Jope says many brands are "woke-washing," or trying to appear socially responsible, and is adamant about only selling brands that fulfill a purpose and align with a concern. "Jope says aligning each of Unilever's hundreds of brands with a specific mission will reinforce the company's credibility in its efforts to effect change," writes Thomas Buckley.
Fashion brands and retailers are increasingly emulating media companies to expand consumer reach and boost engagement, writes Danny Parisi, highlighting examples such as Dollar Shave Club's magazine and blog posts from MeUndies that are timed to coincide with product launches. Simon Ventures' Natalie Hwang says, "When I think about building a brand now, it's not just driven by design and logos and prints. ... It's about telling a story around the brand."
While selecting between brand building and measurable performance marketing for campaign initiatives, industry executives say each has a time and place for organizations, writes Rosalyn Page. During a recent CMO Momentum conference, industry experts from Kellogg's, Genea and hipages discussed how they design campaigns around both objectives and what works best for them.
Marketers are wise to pay attention to Gen Z and the group's purchasing power and the rise of messaging apps, which have a growing user base that's prime for targeted brand messaging, writes Elena Kutsopal. Emerging social media platforms, including Kik and TikTok, should be on marketers' radars, Kutsopal says and reminds marketers that decisions about "which platforms to embrace should be based on those industry trends that most align with the goals of your business and brand."
High up in the natural wonder of the French Alps, the climbers who spend their days among the rock faces and glaciers have come to a grim conclusion: The mountains are falling down around them. In the Mont Blanc range, a magnet for mountaineers in the summer, many popular routes up or through the peaks have become too dangerous to take because of the risk of falling debris.
"It's going quickly. Ten years ago, I'd have never thought that it would accelerate like this," said Ludovic Ravanel, an academic at the University of Savoie Mont Blanc who has been studying major rockfalls in the area. "And if you look at the predictions from my climatologist colleagues, for the next 10 to 20 years, it's only going to get worse," he told AFP. Read more.
USA Hockey seeks a Manager, Program Services. The Manager, Program Services will provide education and resources to local USA Hockey member associations to support all aspects of youth hockey growth and association business operations. Essential functions and responsibilities include, but are not limited to: Membership and Program Development; establish and maintain relationships with District, Affiliate, local association and industry leaders. Provide support to local leadership on growing 8 and under hockey through the development of tools, best practices, program development and leveraging data. Learn more.
- Page 1