Public relations specialist Michael Smart shares his struggle to grow personally from a terrified public speaker to a comfortable, competent presenter. The best way to overcome past failures, he says, is to mark your calendar to make time for change, whether it's for creativity, training, attending a conference or another endeavor.
Apple Federal Credit Union's newest campaign was inspired by the classic PC vs. Mac ads of the 2000s. The ads from Planit are targeting millennials and being shown on over-the-top channels for sports and news, Steve Cocheo writes.
Introverts tend to thrive during one-on-ones and often find it's easier to initiate conversations at networking events by arriving early or staying late, when the energy is calmer, writes Michelle Tillis Lederman, CEO of Executive Essentials. Volunteering at these events helps less-outgoing people by providing them "purpose and permission to talk with people."
Digital advertisers, on average, think they are maximizing only 47% of first-party data potential, according to a survey conducted by Advertiser Perceptions and MightyHive. "We've found that many organizations have access to technical capabilities but lack the strategy and execution, and even resources, needed to find success with tapping into first-party data," says Andy Monfried, CEO of data management platform Lotame.
Influencer marketing has become a critical channel for marketers, yet it operates within a complex, rapidly-evolving ecosystem with rising levels of fraud. The ANA's Influencer Marketing Guide and Playbook provides the case studies, expert perspectives and in-depth interviews to help marketers better understand the world of influencer marketing.
- Alicia Tillman, global CMO at SAP
- Gary Vaynerchuk, CEO at VaynerMedia
- Mo Katibeh, CMO at AT&T Business
- Victoria Morrissey, global marketing and brand director at Caterpillar
- Russ Findlay, EVP and CMO at Hiscox
- Penry Price, VP of marketing solutions at LinkedIn
- Jerry Verghese, VP of global brand management at Boeing
- David Rabkin, EVP and general manager of U.S. small and medium-sized enterprises, global commercial services, at American Express
- Michael Lacorazza, EVP and head of integrated marketing at Wells Fargo
Marketers must focus their efforts on the top of the funnel to attract customers and retain existing customers who may search for additional products using general keywords, Steve Costanza writes. He recommends that marketers segment search campaigns for new and repeat business and set unique return goals for separate audiences.
Ten key trends for business-to-business marketers include the importance of local search, podcasts that feature panel discussions or Q&A sessions, and lead generation opportunities on LinkedIn, Wendy Marx writes. She also emphasizes the potential of video, chatbots and email subscriptions to engage prospects and boost customer loyalty.
Cultivate customer loyalty by ensuring your internal culture fosters an empathetic mindset that's carried through to the customer experience, Shep Hyken writes. Empower staff to make autonomous decisions to improve customer experience and have regular sessions with employees to discuss ways your business can inspire more brand loyalty, he recommends.
Fitness studios and gyms are developing in-house media teams to attract brands with video, audio and other content, such as Equinox's Furthermore magazine, which counts Sleep Number and American Express among its advertisers. "The sponsorships and activations we're able to do at the luxury brand level is pretty extensive," says Vimla Black Gupta, chief marketing officer at Equinox.
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