Business-to-business marketers should embrace the potential of chatbots and human engagement on messaging apps to develop closer, more interactive relationships with prospects and customers, writes Debbi Dougherty. Focus on apps and platforms that offer e-commerce features and that allow advertisers to target new people only via anonymized data to maintain brand trust, she advises.
Improve your video marketing strategy by experimenting with different platforms and channels to find the ones that are optimal for your business, and adjust content length and creative to appeal to different audiences. Tell stories to engage viewers and measure video engagement to track what's working and what might need tweaking.
Marketing is busy and fast-paced. Miscommunications between teams or external vendors can have dire consequences for a brand's bottom line. Here's what marketing organizations, agencies and industry experts say helps to keep communication flowing free and clear.
HP.com's Morgan Chemij talks about the importance of brands developing a strategy for voice, saying that "voice search, while still early in its life cycle, represents an increasing influential role in the consumer journey." Voice search is driving the purchase of low-consideration or post-purchase items on the brand's site, such as ink, instead of higher-cost products like laptops, he adds.
Longer car commutes and digital billboards that measure viewing length plus demographic and behavioral data of drivers who saw messaging provide a big opportunity for advertisers, writes Jason Notte. "Smart brands strategically choose their placements based on a deep understanding of location and audience flow," Outfront Media's Jeremy Male says.
Fashion designer Kenneth Cole and Broadway musical "The Prom" have teamed up to champion LGBTQ rights with a campaign that includes custom sneakers and a T-shirt, which says "Today is not a dress rehearsal," for the show's finale. Proceeds from shirt sales will be donated to UN Free & Equal.
To help refocus content strategies, brands must figure out what content it has and whether that content is working. Once this has been determined, marketers must find a way to maximize the potential of the content that is working.
Join us for the Diversity & Inclusion Committee's "The Best of #PRdiversity" Twitter Chat this Tuesday at 2 p.m. Eastern Standard time. The chat features PRSA's 2018 Chapter Diversity Award winners: The Southeastern Wisconsin Chapter, the Orlando Chapter and the Nashville Chapter. Follow the conversation through the hashtag #PRDiversity.
Vitaminwater is challenging consumers on social media to give up their smartphones for a year for chance to win $100,000, and Twitter and Instagram users can enter by sharing their thoughts on how they might survive #NoPhoneForAYear. One chosen participant will be provided with a Nokia 3310 for a year and be required to pass a lie detector test at the end of the challenge to prove they didn't succumb to temptation.
Some 60 years ago, consumers were persuaded to replace their mono music systems with new stereo technology, thanks to standout print advertising and stereo demonstration records such as RCA Victor's "Sounds in Space." The period's bold graphic advertising designs have "become celebrated examples of midcentury album cover art," write
Jonathan Schroeder of Rochester Institute of Technology and Janet Borgerson of DePaul University.