Lisa Arledge Powell asserts public relations pros can learn from TV and Hollywood executives who have mastered how to maximize impact and timing, drive anticipation, create buzz and align content with audiences. She urges communications executives to consider "your content's ultimate home."
Some people manage with an empowering mindset, while others default more to instructional, writes Lara Hogan. Your natural tendency is fine, as long as you learn to "move along this spectrum, given your team's context, the needs of your individual teammates, and what the company needs, too," she argues.
Michael Kostow, senior vice president and general manager of Salesforce Pardot, talks about the importance of harnessing technology, account-based marketing and collaboration to identify a "single source of truth for the customer." One of the key questions for business-to-business marketers to address, he says, is: "How do you have the right analytics strategy in place to understand what's going on across your marketing and sales channels and make sense of what's happening in the business and respond in real time?"
Marketers share their predictions on how business-to-business marketing will evolve in 2020, including how technology will facilitate better collaboration with sales, the rise of personalization and a focus on customer retention. "[W]e're already enabling the buyer, we need to truly enable the customer," says LeadMD's Justin Gray, while Marvel Marketers' Maneeza Aminy predicts, "The winners over the next several years, and certainly beyond that, will be those who focus on experience management."
Procter & Gamble is being recognized as Ad Age's marketer of the year for its ingenuity in terms of gaining market share, launching new products and employing creative marketing tactics while being able to reduce its agency, production and media waste by $1 billion in less than four years, writes Jack Neff. David Taylor, chairman and CEO, also credits "clarity and accountability" and the "resilience of P&G people."
Creating outstanding customer experiences doesn't always require sophisticated artificial intelligence, data or personalization and can be done with a back-to-basics approach, writes Shep Hyken. He outlines 20 tactical strategies to enhance customer experiences that boost both satisfaction and sales.
Marketers who are evaluating their brand strategy may want to consider some of the latest trends before making any significant changes, which writer Pamela Webber highlights along with examples. Some of these trends worth considering include strategies she has dubbed "cyberpunk," "street art style," "bevels and chisels" and "motion graphics."
Writer Ana Gotter takes a close look at numerous reports to glean the ideal length for social videos and found prime engagement is one minute on Facebook, 26 seconds on Instagram, 43 to 45 seconds on Twitter. Gotter notes these times should be "benchmarks" and urged marketers to use tools such as "Shakr to find templates for each desired length, and apply the same images and video clips to get the desired results."
The well-known, controversial sports website Deadspin has shut down, but Robby Brumberg believes communications pros can learn from its use of bold commentary to engage readers. He highlights the value of a bold, unique voice and balance between snark and gravitas and urges writers to "dig, poke and prod for possible stories" that may be out of their normal coverage lane.
Electronic trading volumes on the world's largest currency trading venues in 2019 dropped 7% from three years ago to $368 billion per day, as more banks switched to internal platforms because of falling market volatility, according to the Bank for International Settlements.