Reflecting on the change technology is bringing to sales, a panel of experts offer their insights to help your team stay a step ahead. Consider using digital tools to add value throughout the buying process, take steps to influence and build an online presence and persona, and find the right mix of sales channels for your particular business.
Startup InVideo is launching a new tool that makes suggestions regarding ways a video can be improved to enhance readability, and is available for free or a $10 monthly subscription fee. InVideo contends that it counts AT&T, CNN and CNBC among its 100,000 customers in 150 countries.
The top three metrics used by email marketers to measure performance are, respectively, opens, clicks and delivery rates, per SparkPost. Just over 36% use A/B testing for transactional emails to improve campaigns and 37% aren't able to track mobile engagement.
Brands and publishers are being forced to be more open about their use of location data, but some brands have already been proactive about transparency. A 2019 study showed that consumers are more likely to consent to location-based data if they understand what's in it for them, such as reduced costs or personalized services.
Liz Bazner, director of digital at A&W Restaurants, has the challenge of marketing a 101-year-old company that's operated predominantly in small towns by franchisees, some of which are seasonal. Local owners rely on billboards and coupons, and Bazner provides additional sales lift via national campaigns that are geotargeted within 10 miles of a location.
The XFL is driving its teams in a different direction from leagues like the NFL by allowing brands such as Bud Light Seltzer to affix ads onto player helmets and integrating the beverage company into videos of locker room celebrations that are distributed via social media. Being a new league, the XFL is "a little more lenient in terms of things they can offer to sponsors, so we saw this as an opportunity to market our products in new and unique ways," said Nick Kelly, an Anheuser-Busch InBev vice president.
Brands that want to expand their customer base and engage with the African American community -- which has about $1.3 trillion in annual buying power -- can find value in influencer marketing, writes Corean Canty. The key is tapping brand ambassadors that are genuine and reflect your brand's culture, such as Olympic gold medalist gymnast Simone Biles' work with Coca-Cola.
Sightlines' Kate Bernot writes of how Micheladas have dominated the alcoholic beverage industry with more than $390 million in sales during 2019. Sol, Modelo and Estrella are the latest brands to enter the booming market, while Constellation is focused on growing its base beyond its primary Hispanic audience.
Advertising veteran Aldo Quevedo of Richards/Lerma underscores his confidence in radio as a powerful medium during this Q&A, while acknowledging its evolution in recent years. He credits radio with emotionally connecting with audiences and asserts that its importance must be elevated by marketers in their media mix.
Hispanics potentially could be the biggest sector of mobile consumers to be affected by the T-Mobile-Sprint merger, which was approved earlier this month by US Judge Victor Marrero, writes Jensen Toussaint. However, it is too early to determine the final outcome of the merger, he writes.