Increasing promotional spend toward influencer programs requires brands to implement practices to ensure their efforts are successful and actual. Josh Cole, CMO at indoor trampoline park business Sky Zone, shares the four key tenants he follows to develop a professional influencer program.
Marketing chief Keith Weed is retiring from Unilever, and the company is considering dropping the CMO role after his departure in May. Peter Adams speculates what effect such a move could have on the industry as the emphasis on media, data and technology grows.
Speakers can limit the use of filler words such as "um" and "ah" by staying silent between thoughts and using more hand gestures, writes Jim Anderson. "Your use of filler words can kill your credibility with your audience and that's why you need to take steps in order to make them go away," he writes.
Latinx pop stars are finding a wider audience in the US, and the stages at the Coachella festival saw a record number of Spanish-language performers this year. "I'm very proud of what I represent, of the Latino community that has come far speaking the language they speak," said singer Bad Bunny, one of this year's performers.
Companies can improve the customer experience by going through their own customer process to spot problems and by questioning why they do things the way they do, writes Dave Fish of CuriosityCX. Executives should also spend time contemplating problems to ensure the solutions they propose address the real sticking point, he notes.
Smart thermostat maker Ecobee put a group of climate change naysayers in a room and turned up the temperature in a stunt to illustrate an Earth Day pitch. CMO Jackie Poriadjian-Asch said of the #HeatedDiscussion ruse: "Our approach may have been excessive, but we were willing to go to extremes to spark a much-needed discussion."
Isaac Mizrahi speaks with multicultural advertising experts about overcoming biases and stereotypes in the industry. On reaching Hispanic audiences, Alma Advertising CEO Luis Miguel Messianu says: "It takes cultural expertise and know-how to address this growing segment with respect and the right tone and execution."
DoubleVerify is expected to announce Media Rating Council renewed accreditations and new approvals, including IAB Tech Lab's new Open Measurement Software Development Kit, which facilitates viewability and measurement verification of on-screen ads. The council also approved accreditation to DV for measuring select custom viewability metrics that meet or surpass its viewable impression guidelines.
The White House's move to add a citizenship question in the next census has met with opposition from Nielsen, as well as 20 states and groups advocating for immigrant rights. "If the government is successful in adding the citizenship question to the 2020 census, the census will contain flawed data that will have far-reaching consequences for U.S. commerce and media, retail and consumer packaged-goods businesses," says Nielsen CEO David Kenny.
Don't miss the 2019 ANA Digital & Social Media Conference, presented by Meredith, July 24-26 in San Diego. The conference will cover AI, influencer marketing, voice search, social media, in-house digital agencies, content marketing and measurement.
- Christopher Thomas-Moore, VP of digital marketing and ecommerce at Domino's
- Kristi Argyilan, SVP of marketing at Target
- Walter Frye, VP of global brand content and engagement at American Express
- Rishad Tobaccowala, chief growth officer at Publicis Groupe
- Joanna O'Connell, VP and principal analyst at Forrester
- Debra Erikson, director of marketing at San Diego Zoo Global
- Beverly Jackson, VP of social portfolio strategy at MGM Resorts International