Marketing
Top stories summarized by our editors
12/7/2018

Dunkin' opened up a trendy espresso pop-up cafe in Portland, Maine, called "S!p," which was manned by reality TV star Jonathan Cheban. A short digital film shows customers expressing unbridled approval of the new cafe's coffee and their shock when it's revealed that they're drinking Dunkin'.

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Dunkin
12/7/2018

The launch of Chobani Gimmies, a yogurt line designed for children, drew the most attention from SmartBrief's food and beverage readers this week. Also popular were news items from Wegmans, Kraft Heinz and Dollar General.

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Kraft Heinz, Chobani, SmartBrief
12/7/2018

Personalization is now evolving into individualized marketing "created for the individual, at the moment they need it," writes Lori Paikin. A key element is identity matching: tracing a consumer's behaviors across multiple devices.

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Forbes
12/7/2018

PepsiCo has launched an augmented reality collaboration with Marriott as part of a pop-up event in Miami. Guests who scan codes on Lifewtr bottles can use AR technology to see what different works of art would look like in their hotel rooms.

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PepsiCo, Marriott, LIFEWTR, LIFEWTR
12/7/2018

Seventy-three percent of business-to-business marketers express some degree of confidence in the coverage of their total audience data in terms of accurate, fresh account information, per Demand Gen Report and DealSignal. Eighty-two percent of respondents are prioritizing using data to understand audiences, and 45% are investing in related technology.

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Demand Gen Report
12/7/2018

The programmatic industry is experiencing a period of instability, as evidenced by layoffs at MediaMath and cost efficiency restructuring at OpenX and GroundTruth, writes Ronan Shields. Industry onlookers discuss the reasons behind these cutbacks, which include a shift to self-service and an inevitable move to break even after years of fast growth funded by venture capitalists who are now exiting the industry.

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Ronan Shields, OpenX, MediaMath
12/7/2018

Tailoring content specifically to the customer's buying journey continues to confound many B2B marketers. Experts suggest a number of approaches to more finely tune a content marketing plan, one that is quality-rich and designed to address unique buyer-journey needs.

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ana.net
12/7/2018

Jarvis Edwards explores common issues with business-to-business prospect lists, including unreliable data purchased from third-party vendors, ill-informed buyer personas and not focusing on decision-makers. Use LinkedIn to find leads who are in charge of budgets, do extra legwork to find valuable prospects who don't publicly share contact information and follow up social or digital messaging with a phone call, he advises.

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Business 2 Community
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LinkedIn
12/7/2018

Association of National Advertisers members have chosen "brand purpose" as 2018's marketing word of the year. "Purpose-driven marketing is exemplified by Procter & Gamble's 'Love Over Bias,'" which "depicts the impact of bias on peoples' lives through the lens of a wide range of mothers who are shown encouraging and supporting their child athletes in a world that isn't always accepting of them," said an ANA statement.

12/7/2018

Justin Wolf writes about the challenges of dealing with what he terms a "Franken-stack" -- a marketing technology stack that brings together solutions from different vendors and becomes difficult to integrate and effectively manage. He examines the pros and cons of trying to build stacks from multiple vendors or seeking an out-of-the-box integrated stack from one provider.

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MarTech Advisor