Publishers are witnessing a declining interest among advertisers testing ad targeting alternatives since Google extended the demise of its Google third-party cookies until the end of 2023. Publishers say they're seeing a lot of interest but little spending in "test and learn" activities, and are using the time to improve their measurement capabilities and ad offering.
Matt Prince, Taco Bell's senior manager of PR, discusses how the chain uses social media and the opinions of its followers to guide menu decisions. "Social monitoring and social conversations aren't proprietary to any brand; it's the ability in which you can organize, execute and amplify that allows your brand to succeed when it comes to social listening," Prince says.
Anvil Ready's Monique Farmer, APR, examines the time and costs associated with advance educational opportunities for communications professionals that want to gain further understanding and propel their careers. "Whether you choose a formal avenue for additional education or seek to learn more and maintain your relevance through career experience, online resources or interactions with knowledgeable peers, continuing to grow will benefit your future as well as everyone who you encounter," writes Farmer.
Avoid the "proximity bias" of on-site managers by being visible in your contributions, your communications and your participation in meetings and projects, writes Julie Winkle Giulioni. Don't brag, but do make sure your manager and other key figures are aware of your accomplishments and where you're adding value.
Marketers that are excelling on Twitter have found the key to success is avoiding sales approaches and instead promoting brand love by speaking directly to their biggest fans and having fun, writes Arik Hanson. Examples of brands nailing organic Twitter marketing include John Deere's adding a bit of wit to and sharing a user-generated visual and Microsoft's use of creative text-based conversations.
The Forbes Agency Council provided tips on creative TikTok marketing strategies for the upcoming holiday season, with FlexMR's Chris Martin extolling the value of augmented reality for "creating unique, memorable moments." Other experts suggested running challenges or livestreams with holiday themes, offering prizes for user-generated content and encouraging influencers to post wrapping videos.
As a marketer, it's your job to get the attention of business-to-business buyers and help them avoid a "locked-in" mindset and, in turn, their vulnerability to bias and blind spots, writes Scott Gillum. Exploring the unknown, the underappreciated and the undervalued can lead to a path your customers may have otherwise missed.
Creating and implementing a solid business-to-business customer retention plan can not only help retain your current customers, but it can also give you a platform on which to scale your business going forward by creating customer loyalty, writes Matt Harper. That all starts with simple techniques such as putting the customer first, providing problem-solving resources and keeping your ear to the ground, Harper suggests.
COVID-19 has had many impacts on business-to-business companies, but at least one change that has come about shouldn't be viewed with a negative lens. Adapting a hybrid work environment can save thousands of dollars and help retain top-tier employees if the right project management tools and telecommunications apps are put into place.
Marketing automation platforms can be very powerful, but choosing the right one can also be somewhat complicated. Asking some key questions -- such as what types of content the program supports, whether or not it allows customization and if it offers analytics -- can be extremely beneficial in finding the one that is right for you, writes Brenna Lofquist.