Athleta marketing chief Sheila Shekar Pollak talks about boosting in-house creative talent to launch the brand's social and digital content faster, and she discusses consumers' call for purpose-driven brands. Experiential marketing is "a highly integral part of our marketing mix," she notes.
Search engine optimization is important to improving a website's search ranking and credibility with customers, Carrie Dagenhard writes. She notes that beyond providing the quality content that search engines seek, businesses should aim to be relevant, include evergreen content to stay timely and invest in legitimate backlinks by promoting content on social media.
Toyota's "Greater Than" campaign for the 2020 Corolla shifts the automaker's focus from specific ethnic groups to a total-market transcultural approach. A Spanish-language spot called "We" promotes authenticity, while Korean-Canadian beatbox artist KRNFX tells viewers to exhibit their skills in "Sound Off."
Apple deconstructs used iPhones for recycling at its 9,000-square-foot warehouse in Austin, Texas. Apple uses its proprietary robot technology to break down the phones into useful components at a rate of 200 phones per hour and plans to create a "closed loop" where devices are either refurbished for future use or recycled into materials for new devices.
Facebook is reportedly working on new voice and artificial intelligence assistant technology that could be integrated into its Portal and Oculus products. The social media platform is also enabling 3D photos in posts that enable viewers of newer cellphones to see images from different perspectives.
Native video is expected to account for 38% of US digital video ad spending in 2019, with all native display ads accounting for nearly 63% of total display ad spending, according to an eMarketer report. Social platforms still make most of their video ad revenues on native outstream formats, but that number is expected to decrease from 99.5% in 2017 to just over 96% by next year.
Data analytics is becoming an increasingly important driver for decision-making among supermarket operators as there is an emerging need for frictionless commerce, writes Relex Solutions' Greg Wilson. "Ultimately, the goal of frictionless commerce is to reduce the touches and pain points along the journey from supplier to retailer to the consumer enjoying an item," he writes.
Influencers aren't just for big business, Emily Heaslip writes. She offers tips on how small businesses can use the paid ambassadors to boost word-of-mouth efforts and overall sales, including where to find influencers, how much they cost and the benefits of microinfluencers.
Review competitors' sites to gauge whether your brand's website needs an update, and audit content to make sure it's up to date and adheres to current search engine optimization strategies, JJ Tyson writes. Remove outdated imagery such as stock photos and flash animation that slows down the user experience, Tyson recommends.
In the latest episode of the ANA Beyond Profit podcast, Engage for Good President David Hessekiel discusses why brands need to take a stance on social issues and how his organization has evolved to meet the needs of the socially responsible.