Splash CEO Eric Holmen explains five essential design elements for virtual and in-person business-to-business events, based on his company's analysis of top-performing event websites. Holmen offers advice on effective calls to action, headlines and titles, short and simple content, the importance of color contrast, and consistent branding.
Diversity and representation in the metaverse will be affected by user choice and what customization options are available on the platforms, Ellen Ormesher writes, adding that employers will need to be aware of discrimination issues while recruiting and hiring in the metaverse. Regan Gross of the Society for Human Resource Management says, "In an ideal scenario, users can create customized avatars to show their skin tone, identity as LGBTQ+, status as differently-abled, religious dress and or grooming practices, or simply if they prefer, alternative clothing and hairstyles."
Revolut, a UK-based app focused on digital banking, has introduced stock trading options for US customers. The move reflects the general rise of commission-free and retail trading.
American Bankers Association President Rob Nichols said in a blog post that major US banks are not against cryptocurrencies and are looking for ways to allow customers to trade digital assets. However, certain token lenders are acting just as traditional lenders and should be "held to the same high standards as banks," Nichols said.
Twitter created an out-of-home campaign that features 40 billboards in major US cities displaying old tweets from celebrities including Megan Thee Stallion, Patrick Mahomes and Issa Rae that set out their dreams, which later became reality. The push also features tweets from regular users that foreshadowed dreams coming true, and the company is backing charities chosen by the campaign's celebrities that help people achieve their dreams.
Isabel Rafferty, founder and CEO of Canela Media, looks at over-the-top TV advertising and how to reach Hispanic audiences. Marketers should make sure streaming platforms offer the opportunity to connect with Hispanic viewers from a variety of cultural backgrounds, to align brand value with content and consider original content partnerships with providers, Rafferty writes.
Diana Brooks, CEO of The 3rd Eye, breaks down three ways culture comes into play when marketing health care to Hispanics: trust, language and community. "Even when your intentions are the best, the budget and talent aligned and the campaign flawlessly purpose-driven, you can fail miserably," Brooks warns if you're only checking boxes and not being sincere.
Businesses have become the most trusted groups globally while the government and media are viewed as perpetrators of division and disinformation "for votes and clicks," according to Edelman's annual Trust Barometer survey of 36,000 individuals in 28 countries. "This vicious cycle of distrust threatens societal stability," writes Edelman CEO Richard Edelman, adding, "Business must now be the stabilizing force delivering tangible action and results on society's most critical issues."
Demandbase's Justin Levy outlines five considerations for business-to-business marketers who want to collaborate with influencers. Levy advises choosing influencers based on the quality of their content and the potential for long-term partnerships, and measuring success using metrics such as share of voice, brand awareness and cost per engagement.
This infographic from Search Engine Journal explains 10 trends that will dominate content marketing in 2022. The 10 themes include a focus on intent data, real-time insights, integration of content formats and blending empathetic storytelling with technological efficiencies.