Facebook is reportedly running a trial that gives Watch publishers the ability to use their own ad tech to programmatically sell ads for their shows on the platform. The move indicates that Facebook is keen to boost Watch's scale, writes Garett Sloane.
The Federal Trade Commission needs greater authority when it comes to fining and penalizing companies for data privacy violations, says a Government Accountability Office report. Almost all of the 101 data privacy violations since 2009 have resulted in no fines, the study shows.
The second yearly Adobe Consumer Content Survey finds that US consumers spend an average of 8.8 hours each day engaging with online content and that 51% give up on content that doesn't load quickly. In addition, personalized content makes 51% of respondents more likely to buy something from a brand, but 82% would stop purchasing if personalization became too creepy, the survey found.
Storytelling is an indispensable skill for PR practitioners as they work to help brands build relationships with their audience, writes APR Lorraine Schuchart, founder and CEO of Cleveland-based Prosper for Purpose. Brands can create compelling stories by finding the right protagonist who must overcome a conflict and find a resolution, she writes.
L'Occitane has launched a marketing campaign called "No Filter Needed" that features the firm's female employees. The activation will be highlighted on social media in tandem with the brand's debut of two moisturizers.
Thanking people for their feedback is the polite thing to do, and it can also help us internally view the criticism as constructive rather than negative, writes Peter Bregman. "[O]nce our ego is involved, and we feel the emotional charge, it's hard to access nuance," he writes.
Entries are now being accepted for the 2019 ANA B2 Awards, honoring top business-to-business marketers, agencies and suppliers who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions.
Submit your entry before February 15 to take advantage of early bird savings.
Registration is now open for the 2019 ANA Masters of B2B Marketing Conference, May 29-31 in Chicago. Learn how today's great business marketing minds are driving growth and building marketing value through transformational thinking.
- David Rabkin, EVP and general manager of US small and medium-sized enterprises, global commercial services, at American Express
- Alicia Tillman, global CMO at SAP
- Gary Vaynerchuk, chairman of VaynerX and CEO at VaynerMedia
- Jerry Verghese, VP of global brand management at Boeing
- Penry Price, VP of marketing solutions at LinkedIn
- Michael Lacorazza, EVP and head of integrated marketing at Wells Fargo
Register today to take advantage of early bird pricing!
Business-to-business marketers should consult customers and prospects about how their purchase research behavior has changed, particularly noting what words and phrases they employ to search, Patty Parobek writes. Optimize for local search and focus on keyword phrases that appeal to segmented audiences, she recommends.
Amazon has unveiled a business-to-business service for marketers called Moments that enables them to reward customers with physical or digital products via its platform. "After companies choose their action or 'Moment' they want to drive, they can use the self-serve console to set their campaign dates, add a product or a reward package, then customize promotional messages and the reward landing page," the company states.
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