The advertising industry could salvage something positive from the California Consumer Privacy Act by using it as the impetus to create a public registry for ad tech firms, brands and agencies to keep data secure and provide consumers with the reassurance that their information is being used appropriately, writes Ray Kingman. "By taking the lead on this, hopefully advertisers and their data suppliers can put some daylight between fear of personal information being abused, and the data-driven personalization solutions they say they want," he writes.
Burger King has unveiled the Nightmare King burger, and a "Feed Your Nightmares" short film from David Miami shows a real sleep study, according to a brand spokesperson, that was conducted to see whether the product caused people to have bad dreams. "[A]fter eating the Nightmare King, the data obtained from the study indicated that the incidence of nightmares increased by 3.5 times," said somnologist Dr. Jose Gabriel Medina.
Purchases made through smart speakers are projected to grow from $2 billion this year to $40 billion by 2022, posing a fresh but imperative challenge for marketers to meet with voice apps, writes Mike Herrick.
Toyota teamed with Lucidity to test a campaign using the blockchain analytics firm's technology to avoid fraudulent digital ads. The pilot resulted in a 21% increase in site visits and the partnership will be continued, the brand reports.
Gerald Patterson, owner of Busted Cell Repair and Services, opened the Tupelo, Miss., cellphone repair shop after learning how to fix phones as a Best Buy Mobile employee. Patterson, who also likes to teach customers how to better use the features of their phones, hopes to franchise his company one day.
Data-driven marketing, incorporating behavioral or firmographic data, is vital to help business-to-business marketers align with sales and discover patterns to deliver the right messaging to all decision-makers in the buying process, writes Shajesh Menon. Create a central data ecosystem that's informed by multichannel customer touch points, he advises.
Carlos Gil explains the different types of gated and ungated content and when to employ them. Free content could include blogs, infographics, testimonials and videos, while gated content -- such as webinars, demos or training videos -- should add extra value to entice prospects to part with personal information.
An organization's culture is defined by how people are treated by all managers and how they interact with each other. Here are three tips for syncing culture with brand.
Joe Panepinto outlines research that surprisingly finds little correlation between a brand's negative social-sentiment analytics score and how consumers actually feel about the brand. The type of consumer who posts on social tends to hold more extreme views than the average person, and advertisers should therefore not rush to fix a problem that might not exist, he writes.
Heineken's global e-commerce chief, Ghislaine Prins-Evers, addressed how the brand's digital ambitions are hindered by a lack of access to retail data and internal analytical expertise that would help it better understand customers. Heineken is establishing a "digital commercial accelerator unit" in select markets to "strengthen partnerships and drive online sales with retailers in the markets," she said.