Social platforms like Twitch are giving video gamers a space to build communities around their passion, which also provides marketers with valuable opportunities to connect with highly engaged, niche audiences, Isabel Kunkle writes. "Celebrity gamers as influencers, customization and personalization and increased means of connection are all community features that organizations can tap into," she writes.
Leaders rekindle employee engagement when they clearly communicate their vision and show they have the courage to lead, writes Darrell Hardidge. "When you can demonstrate and deliver excellence in leadership, it will inspire and cause your team to commit to excellence in customer service," he writes.
Influencers self-identify as content creators, which means marketers must take a more collaborative approach and choose long-term partners who share their brand's values to co-create content, writes HelloSociety's Pamela Kaupinen. She recommends that marketers employ Instagram Stories and use influencers as part of wider campaigns.
IBM's recent partnership with data preparation specialist Trifacta has led to the release of InfoSphere Advanced Data Preparation. InfoSphere was designed to assist partnership organizations in the enrichment, formatting and structure of datasets in tandem with existing data environments, according to IBM.
NinthDecimal is launching what it calls "the industry's first multi-touch attribution (MTA) solution for foot traffic measurement" that ties store visits to consumer interactions, including TV, search, display, social, video, print and out-of-home and offers insights that can be used for developing marketing or content initiatives for lead generation and sales. The company has "200 customers running live with 500 different campaigns," says David Staas, NinthDecimal's president.
This is your last chance to register for the 2019 ANA Digital & Social Media Conference, presented by Meredith, July 24-26 in San Diego. Learn how established brands are using digital and social media to reinvent their marketing strategies to drive growth.
- Christopher Thomas-Moore, VP of digital marketing and ecommerce at Domino's
- Walter Frye, VP of global brand content and engagement at American Express
- Rishad Tobaccowala, chief growth officer at Publicis Groupe
- Beverly Jackson, VP of social portfolio strategy at MGM Resorts International
- Debra Erikson, director of marketing at San Diego Zoo Global
- Kristi Argyilan, SVP of marketing at Target
- Joanna O'Connell, VP and principal analyst at Forrester
Brands face a critical challenge today: how to create relevant messages that engage consumers and customers in a world of multi-tasking and multi-screen media consumption. In this video, learn the techniques, organizational processes and best practices that enable sophisticated advertisers to plan and execute cost effective, data-driven messaging strategies at scale.
Boost engagement with business-to-business buyers by creating fun campaigns, like Eaton's use of desk toy characters including the snarky "Devil Duck," Beth Negus Viveiros writes. Employ automation to enhance the human side of your brand, such as creating interactive experiences, and embrace agile marketing, she advises.
Executives share their tips on underused content marketing tactics, including valuable educational content, customer review sites and podcasts. Business-to-business marketers should also make better use of influencers, diversify their digital channels and repurpose employee content from company intranet.
Chitra Iyer explores 10 top business-to-business content marketing trends for 2020, such as data's potential for driving creativity, customized dynamic content and brand partnerships. Iyer also highlights the use of artificial intelligence to boost conversational marketing, a focus on omnichannel content tactics and reaching prospects in micro-moments.