Arthur Filip, marketing chief at global tech services firm HCL, discusses transforming the company to become more customer-centric by employing collaborative cross-discipline teams that create the best experiences for customers at a global and local level. "We changed a lot of in-house metrics so we sink or swim together, along with the sales team and rest of the company," he says.
As LinkedIn changed its algorithm to highlight content that matches users' professional interests, brands like Cheddar, USA Today and Wired are posting more articles and videos and reaping benefits with higher click-thrus, views and subscriptions, writes Kerry Flynn. Facebook and Twitter still have a more expansive reach, but LinkedIn's algorithms don't demote businesses when they frequently post content, the publishers contend.
Some 83% of senior marketers report that the increase in new technologies makes it more difficult to keep up-to-date and 46% say long-term strategy planning is hampered by the sheer number of data sources and channels, per Domo and Censuswide. The research also found that 26% of respondents feel the use of short-term metrics by leadership teams is the largest obstacle to long-term success, while 23% believe more collaborative team structures would yield better results.
The number of Association of National Advertisers' members with in-house agencies has grown from 58% in 2013 to a current 78% with most relying on these teams for digital creative projects, strategy-related assignments and creative chores, according to an association report. Many members are concerned about attracting top-tier talent and keeping staff energized, with the report suggesting companies highlight positives like job security and sane hours and having creatives work on different brands and categories to attract talent.
Direct-to-consumer brands, publishers and agencies are having a tough time finding marketing executives with the skills and acumen to grow their businesses online, writes Cale Guthrie Weissman. Gap, Eileen Fisher and other brands are looking for "performance marketers" but find analytical and creative skills are varied, aren't always suited to their particular needs and have to keep up with an evolving digital marketing landscape.
New state figures from Univision show growth in Hispanic voters, and its 2020 Vota Conmigo push aims to spread the word about voter registration and upcoming elections. CEO Vince Sadusky says, "This new data ... further demonstrates that Hispanic voters are a crucial demographic and any candidate or issue group that wants to win must get their message out to Latinos."
Hallmark's new collections celebrate a variety of cultures, including Love Ya Mucho cards in the Vida line in English and Spanish for Latinos. Chief Marketing Officer Lindsey Roy says, "As the world changes, our cards are also changing to help as many people as possible experience the power of a card in ways that are unique and relevant to their cultures."
Many individuals are gravitating away from platforms such as Twitter because of "social media fatigue" from negative content and toward TikTok, says Stefan Heinrich Henriquez, TikTok's head of global marketing, but he concedes that many individuals still see TikTok as the lip-synch app musical.ly. His 25-person team is working to change that with a plan focused on market segmentation, research, user feedback and localized promotional efforts around the globe, and he also sees value in the video comments, which "turn users into brand ambassadors at scale."
Starting conversations on social media can improve organic reach and add to the success of brand campaigns, Perri Robinson writes. She offers three tips for getting the ball rolling: Ask questions, share news that matters to the target audience and join existing discussions.
From Pizza Hut's resurrected logo to the new TWA hotel, brands in travel, hospitality, food, beverage and other industries are utilizing old-fashioned graphics, slogans, campaigns and products to engage and reconnect with a broad consumer base, writes Ethan Jakob Craft. The goal is to "attract culture-hungry millennials," tap into a "pop culture generated by retro-oriented entertainment" and attract attention "by rekindling nostalgia."