The chief marketing officers who have the most success are "courageous, artful, thoughtful and scientific," says Drew Neisser, author and podcast host, who has interviewed more than 300 of the C-suite executives. Neisser shares insight into today's marketing and digital transformation challenges and CMO influence within organizations, noting, "Most CMOs fail when they don't align their plan with the expectations of the CEO."
The Chicago Cubs teamed with Snapchat to immerse fans in an augmented reality experience tied to Monday's "Stranger Things" night. The lens transformed Wrigley Field into the Upside Down world of the Netflix show, complete with Demogorgon, and let fans see their names featured on the marquee.
LinkedIn has reconfigured its Campaign Manager and rolled out Objective Based Advertising to help marketers focus on campaign priorities. The Campaign Manager features a streamlined interface with updated targeting by company, education, demographics, work experience and interests.
Outdoor retailer REI is retiring its traditional print catalog and collaborating with HearstMade on a print magazine, "Uncommon Path," which will focus on outdoor lifestyles and be distributed on newsstands and in its 155 retail stores. REI joins a cadre of brands tapping "the enduring appeal of print media, in part because of its ability to create deep engagements with consumers, even as time spent with printed news declines while digital ad sales are poised to surpass print and TV," writes Dianna Christe.
This infographic from Animoto outlines current stats and tips for Instagram Stories, including that one-third of stories with the most views are posted by businesses, 72% of businesses have attracted a new customer via their Instagram account and 62% have received a direct message from a customer in response to one of their stories. Ensure your visual branding is consistent on Instagram Stories, aim to capture attention quickly and design creative for sound-on viewing, the infographic advises.
With brand ambassador trust waning and attention spans diminishing, "it's more important than ever [for marketing execs] to be thoughtful and strategic when embarking upon influencer marketing," writes Oliver Yonchev. To ensure your marketing messages resonate with consumers, Yonchev suggests forming relationships with authentic influencers, adding depth to social stories, examining metrics closely and taking steps to avoid fraud.
Business-to-business brand UL has revamped its website to form the bedrock of a multichannel "World Runs on Trust" campaign, which will also span sponsorships, events and social content. Chief Marketing Officer Kathy Seegebrecht discusses the campaign, the company's automation systems and content strategy, saying, "When we can go viral with new videos, we can get people to say 'wow, I didn't know UL did that.'"
A study by Outreach that tested various business-to-business email subject lines with different emojis found that reply rates decreased by 42% when emojis were displayed in the subject line. The results contradict older research that found emojis boosted email campaigns, with the company's report inferring that "[t]he emoji tide may be turning."
To take advantage of a broad range of digital marketing tactics (such as email, social media, video and blogs), brands need to develop storytelling muscle and think in a cross-platform way. In this video, Airbnb explains how to build a content marketing ecosystem in 10 steps.
At the 2019 ANA Digital & Social Media Conference, presented by Meredith, July 24-26 in San Diego, Calif., learn how established brands are using digital and social media initiatives to reinvent their marketing strategies to drive growth.
- Christopher Thomas-Moore, VP of digital marketing and ecommerce at Domino's
- Debra Erikson, director of marketing at San Diego Zoo Global
- Kristi Argyilan, SVP of marketing at Target
- Rishad Tobaccowala, chief growth officer at Publicis Groupe
- Beverly Jackson, VP of social portfolio strategy at MGM Resorts International
- Walter Frye, VP of global brand content and engagement at American Express
- Joanna O'Connell, VP and principal analyst at Forrester