Procter & Gamble is experimenting with the digital tactics employed by direct-to-consumer advertisers for brands like Olay and SK-II, shifting from TV to social media and influencers, says P&G's Marc Pritchard. The company is focusing on performance marketing "to get data and identify how to best optimize an investment in order to get the most sales out of a consumer," he says.
Since taking charge of Coca-Cola in 2017, CEO James Quincey has introduced a "total beverage strategy," which involved implementing a value over volume focus and developing new brands all the while ensuring growth is the leading motive behind any changes. Coca-Cola has also streamlined its product testing to provide quicker go-to-market timelines and increased the flexibility of the core Coca-Cola brand.
Marketers can boost word-of-mouth recommendations with branded product giveaways and offering rewards for customer referrals, writes Adam Uzialko. Businesses should also monitor online platforms for positive customer mentions and use them as part of a digital marketing strategy and send personalized thank-yous, he advises.
A Challenger, Gray & Christmas study revealed that 1,452 CEOs left their positions in 2018, the highest number since 2008 and a 25.2% increase from 2017. Vice President of Challenger, Gray & Christmas Andrew Challenger credits the spike in turnover to economic uncertainty and increased scrutiny of ethical behavior of executives by the public and media.
Guarantee a spot at 15 of the ANA's most dynamic and engaging national conferences, including the Masters of Marketing, Brand Masters and Masters of B2B Marketing, by purchasing a 2019 ANA Annual Pass. Client-side marketer members pay just $3,995, a savings of more than $15,000. Don't wait: The annual pass is only available until Jan. 31.
MedMen marketing chief David Dancer talks in this podcast about the unique challenges of marketing cannabis. He discusses fighting negative stereotypes and building a robust customer data system for an industry with no historical behavioral data.
Burger King Chicago is offering consumers the chance to cash in their expired McDonald's MacCoins for a free Big King XL. MacCoins were released by McDonald's last year to mark the Big Mac's 50th birthday, but their value expired at the end of last year.
Increase your Instagram following by ensuring your brand's identity is powerfully reflected in your profile and maximizing the popularity of vertical video on Instagram Stories with content that garners strong engagement from target audiences, writes Matt Smith. Consider creating niche Instagram profiles to appeal to specific segments and work with microinfluencers who are experts in your industry, he suggests.
Marketers can enhance customer experience with proactive approaches, such as monitoring behavioral trends to address issues and anticipating when to engage with customers before they have to initiate contact with a company, Vandita Grover writes. Employ predictive technology to personalize experiences, use chatbots to provide seamless engagement and introduce paid loyalty programs that offer unique benefits, she writes.
Mobile optimization is essential for digital marketing success in 2019, and marketers should audit digital experiences to ensure they are smartphone-friendly, writes Will Deane. Businesses should ensure they are taking advantage of all data sources to improve digital marketing, including using tools such as SproutSocial or Hootsuite to monitor social, he writes.
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