Retailers will get new clues about shelf stocking from a test that employs eye-tracking through a virtual reality headset. The experiment by Accenture, Kellogg and Qualcomm monitors consumers' eye movements as they progress through stores to determine what placements capture their attention.
The Mayo Clinic is delving further into the world of mobile voice assistants, adding its First Aid app to Google Assistant and web browsers. The skill, which was already available on Amazon's Alexa, provides advice on a range of ailments such as sunburn and black eyes.
People increasingly live on their various screens, but person-to-person interactions retain their importance for establishing sound relationships. Marketers can combine the two by using mobile marketing to build engagement at events, and Kristen Alexander examines three promising new strategies for B2B use.
Analysis from Interceptd, which sells a tool to prevent mobile ad fraud, finds that slightly more than a quarter of the app installs from Google Play are fraudulent, while Apple's App Store isn't much better, with about one fake in five apps. Google had the most fraud in finance apps, while shopping took the lead with Apple.
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!
Registration is now open for the 2019 ANA Brand Activation Marketing Conference, May 15-17 in Orlando, Fla. Hear how top marketers, retailers, and other industry thought leaders from prominent brands are maximizing business results through integrated brand activation campaigns.
- Alvaro Luque, president and CEO of Avocados From Mexico
- Kathryn Pratt, director of brand engagement at L.L. Bean
- Jennifer Breithaupt, global consumer CMO at Citi
- Lisa Hurwitz, chief growth officer of marketing and innovation at Grassroots Cannabis
- Ryan Reis, VP of Coors family of brands at MillerCoors
The advertising industry must guard against a potential backlash to all the work that has been done so far to improve diversity and use its influence to go further, writes Grey London's Sarah Jenkins. "[N]ow is not the time to simply celebrate progress but to double down our efforts and translate the momentum around diversity into concerted action," she writes.
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.