Successful virtual meetings require a clear sense of the meeting's organizer, goals and the expectation that video will be used, writes Google Cloud executive Rany Ng. In the meeting, offer moments for interaction that encourage remote workers to participate.
Universal App Campaigns from Google have a large user base, but some marketers who use it struggle with opaque reporting. Google is now providing more insight with its Cupboard platform, which uses AdWords and other tech to provide more data details.
Pitney Bowes marketing chief Bill Borrelle talks about establishing the four Ps -- profit, people, pace and precision -- to drive the digital transformation of marketing and improve customer experience. "In particular, the 'profit' one is interesting as marketers, because it helps us realize you can make a direct connection to the bottom line of revenue and profit, versus guessing if some action is going to add value, like marketing days gone by," he says.
TechTarget executives discuss how the company is empowering business-to-business marketers with lead insights generated by its system that monitors influencers and buyers to create behavioral models. "We've made a transition from data capture to determining purchase intent," says John Steinert, chief marketing officer.
Tereza Litsa provides a guide to creating ads on Snapchat, using screenshots to take marketers through the process of choosing objectives, ad formats and target audiences. She recommends marketers fully understand who they're trying to reach, use engaging creative that appeals to younger prospects and include compelling calls to action to encourage users to take the next desired step.
With strategic vision, brands can ensure they have the right agency partner by their side. Bruno Gralpois, co-founder and principal of Agency Mania Solutions, offers some tips for building strong agency relationships in 2019.
Line 25 provides suggestions for building an effective checkout page describing the skill among the most advanced and difficult for designers due to the number of techniques needed and the importance of getting visitors through the process.
It's a crowded marketplace for mobile apps, and in this space the most important consumer question developers need to address is how a particular app can be helpful, writes Jake Pryszlak. In an interview, ChromeInfo Technologies CEO Shishir Dubey explores the development steps that have proved effective over time.
A study by the USC Annenberg Inclusion Initiative looking at the 100 top-grossing films of 2018 found that 40 of the films featured a female lead or co-lead, which is up from 32 the previous year. Last year, there were 28 movies that featured a lead or co-lead from an underrepresented group, nearly doubling the number from 2007, according to the report.
The marketing industry must increase entry-level compensation to diversify its socioeconomic labor pool, according to Saatchi & Saatchi Chief Magnus Djaba at the inaugural School of Marketing Founding 50 ambassador event. Other panelists encouraged attendees to pursue curiosity, build on their strengths and help fellow colleagues succeed.