Business-to-business marketers must work cross-departmentally to coordinate emails to ensure consistency and avoid sending campaign emails that might conflict with messaging from finance or other departments, Red Hat's Catherine Mears advises. Create a joint calendar to track customer email plans and to identify opportunities for cross-promotion, she says.
Agile marketing focuses sharply on customer needs and reacts quickly, and can help ensure business-to-business marketers have the right drivers for revenue growth. Fusion Marketing Partners CEO Christopher Ryan recommends five ways to prepare a marketing department for greater agility, beginning with building consensus that breaks down silos.
More than one-third of marketers say they're seeing solid returns on conventional technologies for customer relationship management, but that enthusiasm falls off with pure-play automation technologies such as chatbots, according to a study from ON24. These may leave customers feeling as if they're mere numbers, said Joe Hyland, ON24's marketing chief, creating difficulties for marketers trying to "balance between human engagement and growth and invest in digital experiences that help scale one-to-one marketing."
MeUndies' membership model has given the brand a plethora of customer insights with which to inform new product ranges and limited-edition designs. Members account for half of the brand's customers and spend three times more than regular customers, and some have become Instagram advocates by using #MeUndies, says co-founder Jonathan Shokrian.
Canal+'s new short film from BETC Paris and director Ivan Grbovic, "The Idea," vividly displays the creative thinking that inspires shows such as "The Bureau," "Versailles" and "The Young Pope." The spot is intended to convey "the process of how an idea is born, the mysterious ways in which our minds associate one bizarre element to another," says BETC Paris' Stephane Xiberras.
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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.
Facebook has announced that it will ban or demote ads that have clickbait headlines but no substantive information on landing pages; that policy will also apply to ads that use sensationalized language or low-quality content. The platform said that advertisers who continually post low-quality content could be penalized across all campaigns.
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.