Financial institutions should focus on building trust with customers through advertising and be careful about using programmatic ads that can ultimately undermine consumer confidence in their brands, writes Emily Alford. "Creating content tailored to audiences' needs and serving it in reputable spaces is the best way to ensure your message is being seen, and received, by the right audiences in the right places," Alford writes.
Coca-Cola revamped its social media channels on Tuesday, with a plan to emphasize optimism going forward. "World Kindness Day feels like such an appropriate day and moment to kick off messages of positivity, but also when you look at Coke and what Coke stands for, Coke really is a brand about optimism, uplift and wants to bring people together in moments of connection," said Coca-Cola's Sarah Traverso.
Keira Krausz, chief marketing officer at Nutrisystem, leverages an Instagram influencer marketing strategy to better connect and engage with diverse audiences. Krausz also discussed the need to make the brand work across various demographics and appeal to both men and women by aligning them to one overall cause: "The unifying thing is that they're all interested in improving their health, so our messaging skews to healthy living."
Brands that want to build relationships with Generation Z brand advocates can look to blockchain technology to create the transparency this demographic demands. Decentralized technology acts as a tool to give credibility to content both from influencers and in customer reviews.
Rodolfo Echeverria, global vice president of creative at Coca-Cola, talks about how eliminating the role of chief marketing officer and replacing it with a chief growth officer has transformed the brand's marketing strategy to focus on business results instead of winning creative awards or prioritizing brand awareness. "When you have the boss whose job title is growth officer then you have to come up with growth in terms of new consumers who love the brand more, are buying Coca-Cola more frequently and have a high appreciation for the brand value," he says.
Telemundo's ad revenue took a 16% leap to $647 million during the 2017-18 broadcast season, thanks in part to its broadcast of the World Cup, per Standard Media Index. Univision posted a 9% drop in ad revenue with $875 million in earnings but remained the Hispanic market leader.
Soccer is on track to becoming the No. 3 favorite sport in the US and may be one of the most significant ways brands can connect with Hispanics, who made up 68% of soccer viewership last year. Companies need more than just the Spanish language to connect with the community, and "the best way to connect with them is through a passion point, so what better passion point than what's rooted within our culture, which is soccer," said SBX Group's Francisco Terreros.
PR trainer Michael Smart says the digital revolution can make a PR pitch easier if professionals realize the correct ways to take advantage of it by pitching updates to previously existing articles. Smart also offers four "don'ts" for pros looking to pitch an update to a story.
Millennials are once again leading the generations in digital adoption as the holidays approach, with 55% planning to use mobile devices for shopping and 17% probably using voice assistants. That information comes from a survey by Citi Retail Services, which also found that 13% of consumers across generations plan to do some of their holiday shopping through voice assistants.
Global marketers are increasing diversity in ads, with 29% showing more women, 19% using transgender models and 14% employing more gender-neutral people, according to Shutterstock. Twenty percent of US marketers are featuring more images of those with disabilities, but 52% say it is hard to do so while visually reflecting their brand; 61% said they were worried that showing gender neutrality in ads could adversely affect their business.