Don't miss the 2019 ANA Brand Masters Conference, Feb. 27 to March 1 in San Diego. Top Chief Marketing Officers and other marketing leaders will share their inspirational approaches to boosting sales, profitability and return on investment.
- Chris Hollander, CMO at Panera Bread
- Jim Taylor, CMO at Arby's
- Olivier Francois, CMO at Fiat Chrysler
- Kellyn Smith Kenny, CMO at Hilton
- Dave Edelman, CMO at Aetna
- Casey Hurbis, CMO at Quicken Loans
- Nicholas Drake, EVP of marketing and experience at T-Mobile
The Brand Masters has sold out the past two years, so register now to ensure a seat to this exclusive gathering.
Business-to-business prospects expect the same experience from vendors as they receive from retailers as consumers, which is why marketers must create a website that enables transactions and round-the-clock customer service, writes Craig Witt. Deliver a localized experience for different markets and employ new technology like chatbots, he advises.
Marketing leaders preparing their 2019 budgets should factor in key trends such as the increasing importance of content to drive sales and the role chatbots can play not only in providing prospects with a useful, interactive experience but also in delivering insights to inform strategy, writes John Hall. Invest in personalization, data security and image- and voice-based search, he writes.
Business-to-business marketers who want to achieve enhanced personalization and sales growth using artificial intelligence must first invest in third-party data to combine with their own intelligence, writes Chris Harrington. "Only when we stop hoarding data, can we use multi-dimensional insights to create experiences that cement customer relationships," he writes.
Content platform PathFactory has teamed with relationship-building platform Sigstr to enable business-to-business marketers to more effectively deliver and measure personalized email campaigns. The integration lets marketers personalize their email signature banners, link them to PathFactory content and track recipient behavior.
The Knot is encouraging more businesses to subscribe to its online wedding-focused retail marketplace by providing an app that offers management tools and the opportunity to drive sales via customized content based on reader insights. The publisher is also employing commerce data to sell advertising to brands.
In a partnership with Conde Nast, Google is showcasing its Pixel 3 camera by taking images with it that are shown on the publisher's cover pages, but the paid partnership is only disclosed within the corresponding magazines, not on the covers themselves, which may violate Federal Trade Commission rules, writes Ephrat Livni. "[A] disclosure inside of the magazine, while certainly better than no disclosure at all, may fail to meet the [FTC's] rigorous standards for proper disclosure," noted The Fashion Law.
Marketers are keen to target audiences based on segmentation, but few are engaging with digital consumers based on their mood at any given moment, Jacqui Wallis writes. "Mood is fleeting, and in the moment -- whether it's in social media, analytics, CRM or optimization, as far as possible look for ways you can test, learn and act in real time," she writes.
Management consultancies are threatening advertising's holding companies by offering brands services to transform or improve digital customer experiences, an appealing offer for those looking to directly engage with increasingly ad-averse audiences, writes Stephen Wilmot. "Agency groups have little choice but to follow where consultants lead," he writes.
A proposed rule to expand telemedicine services through Medicare Advantage plans has cheered home health care providers, who have been largely shut out under the current Centers for Medicare & Medicaid Services policy. "There is considerable opportunity for the home health industry to more fully embrace the power and value of this technology," said Lee Horner, CEO of virtual care company Synzi.