The Association of National Advertisers has unveiled a Center for Brand Purpose to help marketers identify and articulate their brand purpose to consumers with white papers, webinars, videos and training workshops. "Research shows that purpose-led brands grow two to three times faster than their competitors...Purpose is not simply a nice thing to have -- it's imperative in this day and age," said ANA CEO Bob Liodice.
Marketers will need to adopt data-driven strategies to be successful with digital in 2019 and use artificial intelligence to anticipate customer needs and deliver intuitive experiences, writes Jeroen Kuppens. "In 2019, customers will demand an experience from marketers that feels natural, authentic, and as interactive as a conversation," Kuppens writes.
Business-to-business marketers should explore four key areas to identify business-growth issues, such as reviewing and fixing problems with customer experience, writes Christopher Ryan. Monitor perception of your brand, ensure pricing and packaging models are still competitive and track lead-to-revenue touchpoints to enable ongoing improvement, he advises.
Armando Roggio outlines three tools that help marketers optimize content marketing -- Screaming Frog SEO Spider, Ahrefs and SEMrush. He provides screenshots of how to use all three, which offer website content audits, analysis and performance data.
With B2B buyers relying more and more on their own research to make purchase decisions, voice search is an emerging area of opportunity for marketers. Unsure how to make voice search work for a B2B brand? Start with these four tips.
Voice interactions will bring major changes to user-interface design, with millennials leading the way, Gleb Kuznetsov writes, calling it the biggest challenge to designers since the iPhone. He predicts the five most important trends that will color voice user-interface design.
Lyft and Uber are set to offer rewards programs to boost customer loyalty. Uber's program will allow customers to collect tiered points to obtain perks like cash rewards, fixed prices and prioritized pickups; Lyft's program details haven't been announced yet.
Thomson Reuters recently published the Top 100 Most Diverse and Inclusive Organizations Globally, which spotlights organization that are furthering diversity and inclusion efforts. There were 7,000 companies assessed and the top ones earned a spot on the list including Accenture, Diageo and Gap, which launched the ASCEND program to help minorities reach their professional goals.
Imagine Impact held its first Pitch Day on Tuesday to introduce new talent with 22 new television and movie projects, nearly half of which were created by women. The program received 4,000 applications during the five months leading up to Pitch Day.