BREAKING NEWS: Sales, Marketing & Advertising http://feed.informer.com/digests/KVXZZCEZVU/feeder BREAKING NEWS: Sales, Marketing & Advertising Respective post owners and feed distributors Sun, 05 Nov 2017 08:28:23 +0000 Feed Informer http://feed.informer.com/ Lululemon menswear stores quietly close after short-lived runs https://adage.com/article/news/lululemon-menswear-stores-quietly-close-after-short-lived-runs/2179066 BREAKING NEWS: Advertising urn:uuid:6e12f693-3bf6-aec4-f574-8bb6df323377 Wed, 19 Jun 2019 20:05:22 +0000 <p>Lululemon Athletica Inc. has quietly closed <a href="https://adage.com/article/cmo-strategy/lululemon-plans-men-s-push/310318">its men’s standalone stores</a> in New York City and Toronto even as it plans to more than double its men’s business in the next five years.</p> <p>The retailer found that guests respond better to Lululemon “as a dual-gender brand,” spokeswoman Erin Hankinson said when asked about the locations. “We continually test and learn at Lululemon—which is what we did with the men’s stores.”</p> <p>The small-format men’s location in Toronto, dubbed “The Local,” <a href="https://info.lululemon.com/about/media/lululemon-opens-mens-local-in-toronto" rel="noopener noreferrer" target="_blank">opened</a> in December 2016 complete with merchandise, a ping pong table and cold brew coffee. It closed last year, Hankinson confirmed. The New York City men’s location in Manhattan’s swanky Soho neighborhood, which <a href="https://mercury.bloomberg.com/news/NGFTAB6TTDS6">opened</a> in 2014, was consolidated into a larger format store about four blocks away.</p> <p>The quiet closing of the men’s concept stores doesn’t mean the athleticwear company is giving up on men. Quite the contrary: The Vancouver-based retailer said this spring it expects to more than double its men’s revenues by 2023. In the first quarter, Lululemon men’s same-store sales grew at a rapid 26 percent clip from the year earlier.</p> <p>In the last few months, the upscale athleticwear maker has announced plans to <a href="https://mercury.bloomberg.com/news/PQHA9C6VDKHU">introduce</a> shoes and rolled out <a href="https://mercury.bloomberg.com/news/PQHG5G6TTDS0">personal care</a> products for men and women.</p> <p>The company is focused on building out its more productive stores, "which will continue to create space for category expansions and will help to grow our business, specifically in men’s," Hankinson said. "When we expand our stores, we create space to merchandise the men’s assortment in a more impactful way."</p> <p>Providing a distinct shopping experience for men is something that other <a href="https://www.bloomberg.com/graphics/2019-department-stores-openings-new-york-nordstrom-neiman-marcus/?terminal=true" rel="noopener noreferrer" target="_blank">major retailers</a> have experimented with in the last several years, especially in major shopping hubs like New York and London. Nordstrom Inc., Bergdorf Goodman and Saks Fifth Avenue operate men’s-only stores in New York City, and J. Crew operates men’s shops in several states.</p> IAB Tech Lab Innovation Day: Data Responsibility, The New Normal in a Consumer-Centric World https://www.smartbrief.com/sbrequest/aid/F16E5DA4-2F3A-4FF6-85DF-EFC9EA48DF9A BREAKING NEWS: Advertising urn:uuid:900d5116-9a75-8cda-aee8-84c0cd779dc0 Wed, 19 Jun 2019 14:25:58 +0000 <div style="clear:both;margin:20px auto;color:#666;">Our members asked for it, Tech Lab is delivering it! Join us in San Francisco on Sept. &nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/F16E5DA4-2F3A-4FF6-85DF-EFC9EA48DF9A">More</a>-&nbsp;</div> Jeffrey Katzenberg's Quibi has won deals from big brands like P&G and Anheuser-Busch for the streaming platform https://www.businessinsider.com/jeffrey-katzenbergs-quibi-courting-pg-and-anheuser-busch-for-ad-deals-2019-5 BREAKING NEWS: Advertising urn:uuid:f31b70c6-f23e-1fcb-bfc5-f574585231aa Wed, 19 Jun 2019 14:11:00 +0000 <p><img src="https://static6.businessinsider.com/image/5d0a42ce0a2849225d7b24a4-1500/gettyimages-995761270.jpg" border="0" alt="Jeffrey Katzenberg Sun Valley" data-mce-source="Drew Angerer/Getty Images" data-mce-caption="Jeffrey Katzenberg, former chief executive officer of DreamWorks Animation and former chairman of Walt Disney Studios, arrives at the Sun Valley Resort for the annual Allen &amp; Company Sun Valley Conference, July 10, 2018 in Sun Valley, Idaho." /></p><p></p> <ul class="summary-list"> <li><strong>The Hollywood exec Jeffrey Katzenberg's planned mobile streaming-video service, Quibi, has booked $100 million in ad revenue ahead of launch, according to The Wall Street Journal.</strong></li> <li><strong>The company inked deals with big brands including Procter &amp; Gamble and Anheuser-Busch InBev, which Business Insider earlier reported were being courted by Quibi.</strong></li> <li><strong>While Quibi first sought an up-front ad commitment of $25 million, according to a source, that figure later came closer to $15 million, another source told Business Insider.</strong></li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li> </ul> <p>The Hollywood exec Jeffrey Katzenberg's planned mobile streaming-video service, Quibi, has booked $100 million in ad deals ahead of its launch, <a href="https://www.wsj.com/articles/quibi-hits-100-million-in-ad-sales-before-2020-launch-11560931320?mod=djemCMOToday">The Wall Street Journal reported</a>.</p> <p>Quibi was seeking commitments from media agencies and brand marketers, <a href="https://digiday.com/media/video-briefing-jeffrey-katzenbergs-quibi-pitching-advertisers/">Digiday first reported,</a> and Business Insider had reported earlier this year that the company was talking to at least four big brands, including Procter &amp; Gamble and Anheuser-Busch InBev. The Journal reported Quibi inked deals with P&amp;G and AB as well as PepsiCo, Walmart, Progressive, and Google.</p> <p>While Quibi was first asking for an up-front ad commitment of $25 million, a source said, that figure since then was closer to $15 million, another source close to Quibi said<span style="color: #000000;">.&nbsp;</span>Business Insider was unable to confirm the CPM &mdash; or the cost per thousand ad impressions &mdash; that Quibi is quoting, but one source familiar with the CPM said it was "very high," while another one called it "outrageous."</p> <p>Quibi was trying to negotiate launch sponsorship deals with brands based on category, according to the source close to Quibi, which will include a range of other offerings including help on ad creative. These deals offer "category exclusivity," meaning that it would work with only one brand across the retail, CPG, and auto categories to begin with, among others. The only category that is non-exclusive is entertainment.</p> <p>Quibi is gearing up for an <a href="https://www.businessinsider.com/quibi-mobile-first-tv-2019-3">April 2020 launch</a> with a focus on subscriptions. It has two different subscription tiers: a $5 ad-supported subscription version and an $8 ad-free version. Tim Connolly, the company's head of partnerships and advertising who was recruited from Hulu, is leading the charge to recruit advertisers on the former, two sources said.</p> <p>According to <a href="https://digiday.com/media/inside-jeffrey-katzenbergs-pitch-to-investors-on-mobile-video-service-quibi/">a deck obtained by Digiday in December 2018</a>, advertising could account for between 24.9 to 30% of Quibi's revenue, depending on the number of subscribers it is able to get.</p> <p>While Katzenberg is an industry veteran with connections <a href="https://variety.com/2018/digital/news/katzenberg-quibi-hardwicke-curry-1203081100/">and has talent</a> on board Quibi already, some advertisers remain skeptical of its chances of success. They question whether consumers will actually have an appetite for premium mobile-first video content, a source said, and are also concerned about ad formats on such a platform &mdash; most advertisers don't readily invest in six-second ads, for instance.</p> <p>An entertainment exec said he was "skeptical" of whether the platform would be successful, while a media-agency exec said that one of the agency's biggest clients had been approached by Quibi and had "sticker shock."</p><p><a href="https://www.businessinsider.com/jeffrey-katzenbergs-quibi-courting-pg-and-anheuser-busch-for-ad-deals-2019-5#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/gamestop-video-games-gaming-survive-digital-future-2019-5">Now that Google and Nintendo offer digital video games, GameStop could have the same fate as Blockbuster</a></p> The CX50 2019 revealed: Our list of the top 50 customer experience professionals https://www.marketingweek.com/2019/06/19/cx50-2019-top-50-customer-experience-professionals/ Marketing Week urn:uuid:5ab982de-c15e-c2c1-9211-f0f0ce290e8e Wed, 19 Jun 2019 15:05:53 +0000 <p>Marketing Week announces our second annual CX50 list in partnership with Zone and Cognizant, celebrating the individuals excelling at customer experience, demonstrating innovation, influence and impact.</p> <p>The post <a rel="nofollow" href="https://www.marketingweek.com/2019/06/19/cx50-2019-top-50-customer-experience-professionals/">The CX50 2019 revealed: Our list of the top 50 customer experience professionals</a> appeared first on <a rel="nofollow" href="https://www.marketingweek.com">Marketing Week</a>.</p> <p><img class="alignnone size-full wp-image-735666" src="https://marketingweek.imgix.net/content/uploads/2019/06/18150435/excellent-customer-service-picture-id960333412.jpg?auto=compress,format,&amp;crop=faces,entropy,edges&amp;fit=crop&amp;q=60&amp;w=750&amp;h=450" alt="CX50 customer experience" width="750" height="450" data-img-id="735666">Customer experience is a topic that is earning ever-increasing attention, not only from marketers but colleagues across their businesses and in company boardrooms.</p> <p>Far from being a buzzword, CX is constantly gaining traction as a key differentiator for businesses in all sectors, which is why Marketing Week, Zone and Cognizant have partnered for the second successive year to announce the new members of the CX50.</p> <p>This list celebrates the 50 professionals currently doing the most to foreground <a href="https://www.marketingweek.com/focus/customer-experience/">customer experience</a> and fulfil its potential &ndash; both in their brands and across the UK&rsquo;s consumer marketplace today. The individuals we have identified come from a variety of industry sectors and occupy roles as diverse as chief marketing officers, startup founders, chief technology officers and general managers. The full list of 50 names can be found in the table below.</p> <p><a href="http://www.zonedigital.com/uk/cx50-2019">READ MORE: Download the profiles of the CX50 inductees here</a></p> <h2>Methodology</h2> <p>In order to compile the CX50, Marketing Week, Zone and its parent company Cognizant used their combined editorial and professional expertise, as well as a number of publicly available information sources, to generate a shortlist of companies with impressive CX achievements in the past year. We identified the individual CX leaders working for them, and also included individuals known to have been at the forefront of CX delivery for a number of years.</p> <p>We then used three key criteria to whittle this shortlist down to the final 50: innovation (adopting new processes, technologies and ideas to deliver best-in-class CX); influence (successfully making the case for CX in their businesses and beyond); and impact (the tangible results of their efforts in terms of financial and brand measures, as well as evidence of business transformation). We assessed all individuals based on the totality of their achievements across these three metrics.</p> <p>Reflecting the many different faces of CX and the collaboration needed to achieve progress, we looked at a range of industry sectors and job functions to find those excelling in the field. The variety of job titles present in the CX50 demonstrates that this is not just a concern for marketers, but also technologists, digital specialists, CEOs and company founders.</p> <p><a href="https://www.marketingweek.com/2019/06/19/customer-experience-building-brands-businesses/">READ MORE: How customer experience is building brands and businesses</a></p> <h2>The CX50 in full</h2> <style type="text/css"><!--td {border: 1px solid #ccc;}br {mso-data-placement:same-cell;}--></style><table dir="ltr" border="1" cellspacing="0" cellpadding="0"> <colgroup> <col width="100"> <col width="100"> <col width="100"> </colgroup> <tbody> <tr> <td data-sheets-value='{"1":2,"2":"Mark Anderson"}'>Mark Anderson</td> <td data-sheets-value='{"1":2,"2":"Executive vice-president, customer"}'>CEO</td> <td data-sheets-value='{"1":2,"2":"Virgin Atlantic"}'>Connect Airways</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Reza Attar-Zadeh"}'>Reza Attar-Zadeh</td> <td data-sheets-value='{"1":2,"2":"Head of customer interactions"}'>Head of customer interactions</td> <td data-sheets-value='{"1":2,"2":"Santander UK"}'>Santander UK</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Anna Bateson"}'>Anna Bateson</td> <td data-sheets-value='{"1":2,"2":"Chief customer officer"}'>Chief customer officer</td> <td data-sheets-value='{"1":2,"2":"Guardian News &amp; Media"}'> <div> <div>Guardian News &amp; Media</div> </div> </td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Stuart Beamish"}'>Stuart Beamish</td> <td data-sheets-value='{"1":2,"2":"Group chief customer officer"}'>Group chief customer officer</td> <td data-sheets-value='{"1":2,"2":"Saga"}'>Saga</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Alessandra Bellini"}'>Alessandra Bellini</td> <td data-sheets-value='{"1":2,"2":"Chief customer officer"}'>Chief customer officer</td> <td data-sheets-value='{"1":2,"2":"Tesco"}'>Tesco</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Sarah Bentley"}'>Sarah Bentley</td> <td data-sheets-value='{"1":2,"2":"Chief customer officer"}'>Chief customer officer</td> <td data-sheets-value='{"1":2,"2":"Severn Trent"}'>Severn Trent</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Helen Bierton"}'>Helen Bierton</td> <td data-sheets-value='{"1":2,"2":"Head of Banking"}'>Head of Banking</td> <td data-sheets-value='{"1":2,"2":"Starling Bank"}'>Starling Bank</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Tom Blomfield"}'>Tom Blomfield</td> <td data-sheets-value='{"1":2,"2":"CEO"}'>CEO</td> <td data-sheets-value='{"1":2,"2":"Monzo"}'>Monzo</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Liv Marit Brahin"}'>Liv Marit Brahin</td> <td data-sheets-value='{"1":2,"2":"Head of group marketing and communication services"}'>Head of group marketing and communication services</td> <td data-sheets-value='{"1":2,"2":"UBS"}'>UBS</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Kerris Bright"}'>Kerris Bright</td> <td data-sheets-value='{"1":2,"2":"Chief customer officer"}'>Chief customer officer</td> <td data-sheets-value='{"1":2,"2":"BBC"}'>BBC</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Tom Broughton"}'>Tom Broughton</td> <td data-sheets-value='{"1":2,"2":"Founder"}'>Founder</td> <td data-sheets-value='{"1":2,"2":"Cubitts"}'>Cubitts</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Chris Carter"}'>Chris Carter</td> <td data-sheets-value='{"1":2,"2":"Director of marketing"}'>Director of marketing</td> <td data-sheets-value='{"1":2,"2":"Specsavers"}'>Specsavers</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Jack Constantine"}'>Jack Constantine</td> <td data-sheets-value='{"1":2,"2":"Chief digital officer"}'>Chief digital officer</td> <td data-sheets-value='{"1":2,"2":"Lush"}'>Lush</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Peter Duffy"}'>Peter Duffy</td> <td data-sheets-value='{"1":2,"2":"Interim CEO"}'>Interim CEO</td> <td data-sheets-value='{"1":2,"2":"Just Eat"}'>Just Eat</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Rob Edmundson"}'>Rob Edmundson</td> <td data-sheets-value='{"1":2,"2":"Transformation and marketing director, UK"}'>Transformation and marketing director, UK</td> <td data-sheets-value='{"1":2,"2":"Bupa"}'>Bupa</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Kim Faura"}'>Kim Faura</td> <td data-sheets-value='{"1":2,"2":"Chief commercial officer"}'>Chief commercial officer</td> <td data-sheets-value='{"1":2,"2":"Giffgaff"}'>Giffgaff</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Joseph Gordon"}'>Joseph Gordon</td> <td data-sheets-value='{"1":2,"2":"Head of First Direct"}'>Head of First Direct</td> <td data-sheets-value='{"1":2,"2":"HSBC"}'>HSBC</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Sinead Greenaway"}'>Sinead Greenaway</td> <td data-sheets-value='{"1":2,"2":"Chief technology and operations officer"}'>Chief technology and operations officer</td> <td data-sheets-value='{"1":2,"2":"UKTV"}'>UKTV</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Justin Haines"}'>Justin Haines</td> <td data-sheets-value='{"1":2,"2":"Customer services director"}'>Customer services director</td> <td data-sheets-value='{"1":2,"2":"Ovo Energy"}'>Ovo Energy</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Hugh Hessing"}'>Hugh Hessing</td> <td data-sheets-value='{"1":2,"2":"Chief operating officer"}'>Chief operating officer</td> <td data-sheets-value='{"1":2,"2":"Aviva"}'>Aviva</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Craig Inglis"}'>Craig Inglis</td> <td data-sheets-value='{"1":2,"2":"Customer director"}'>Customer director</td> <td data-sheets-value='{"1":2,"2":"John Lewis"}'>John Lewis</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Russell James"}'>Russell James</td> <td data-sheets-value='{"1":2,"2":"Digital engagement director"}'>Digital engagement director</td> <td data-sheets-value='{"1":2,"2":"The FA"}'>The FA</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Richard Jewsbury"}'>Richard Jewsbury</td> <td data-sheets-value='{"1":2,"2":"Divisional vice-president, UK"}'>Divisional vice-president, UK</td> <td data-sheets-value='{"1":2,"2":"Emirates"}'>Emirates</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Margaret Jobling"}'>Margaret Jobling</td> <td data-sheets-value='{"1":2,"2":"Chief marketing officer"}'>Chief marketing officer</td> <td data-sheets-value='{"1":2,"2":"Centrica"}'>Centrica</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"James Keegan"}'>James Keegan</td> <td data-sheets-value='{"1":2,"2":"Vice-president of customer services and experience, Europe"}'>Vice-president of customer services and experience, Europe</td> <td data-sheets-value='{"1":2,"2":"QVC"}'>QVC</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Chris Larmer"}'>Chris Larmer</td> <td data-sheets-value='{"1":2,"2":"Director of customer experience"}'>Director of customer experience</td> <td data-sheets-value='{"1":2,"2":"Barclays"}'>The Co-operative Bank</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Phil Lewis"}'>Phil Lewis</td> <td data-sheets-value='{"1":2,"2":"Director of digital transformation"}'>Director of digital transformation</td> <td data-sheets-value='{"1":2,"2":"Boden"}'>Boden</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Carolina Martinoli"}'>Carolina Martinoli</td> <td data-sheets-value='{"1":2,"2":"Director of brand and customer experience"}'>Director of brand and customer experience</td> <td data-sheets-value='{"1":2,"2":"British Airways"}'>British Airways</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Belinda Moore"}'>Belinda Moore</td> <td data-sheets-value='{"1":2,"2":"Director of marketing and communications"}'>Director of marketing and communications</td> <td data-sheets-value='{"1":2,"2":"E.ON"}'>E.ON</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Simon Morris"}'>Simon Morris</td> <td data-sheets-value='{"1":2,"2":"Vice-president of global creative"}'>Vice-president of global creative</td> <td data-sheets-value='{"1":2,"2":"Amazon"}'>Amazon</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Bec Mortimer"}'>Bec Mortimer</td> <td data-sheets-value='{"1":2,"2":"Director of marketing"}'>Director of marketing</td> <td data-sheets-value='{"1":2,"2":"Netflix"}'>Netflix</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Simon Mottram"}'>Simon Mottram</td> <td data-sheets-value='{"1":2,"2":"CEO"}'>CEO</td> <td data-sheets-value='{"1":2,"2":"Rapha"}'>Rapha</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Emilie Mouquot"}'>Emilie Mouquot</td> <td data-sheets-value='{"1":2,"2":"Customer and growth director"}'>Customer and growth director</td> <td data-sheets-value='{"1":2,"2":"Notonthehighstreet"}'> <div> <div>Notonthehighstreet</div> </div> </td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Sally-Anne Newson"}'>Sally-Anne Newson</td> <td data-sheets-value='{"1":2,"2":"Director of customer experience and digital product"}'>Director of customer experience and digital product</td> <td data-sheets-value='{"1":2,"2":"Shop Direct"}'>Shop Direct</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Jeremy Pee"}'>Jeremy Pee</td> <td data-sheets-value='{"1":2,"2":"Chief digital and data officer"}'>Chief digital and data officer</td> <td data-sheets-value='{"1":2,"2":"Marks &amp; Spencer"}'> <div> <div>Marks &amp; Spencer</div> </div> </td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Stephanie Peterson"}'>Stephanie Peterson</td> <td data-sheets-value='{"1":2,"2":"Vice-president of digital planning and activation"}'>Vice-president of digital planning and activation</td> <td data-sheets-value='{"1":2,"2":"Adidas"}'>Adidas</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Scott Petty"}'>Scott Petty</td> <td data-sheets-value='{"1":2,"2":"Chief technology officer, UK"}'>Chief technology officer, UK</td> <td data-sheets-value='{"1":2,"2":"Vodafone"}'>Vodafone</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Chris Rhodes"}'>Chris Rhodes</td> <td data-sheets-value='{"1":2,"2":"Chief products and propositions officer"}'>Chief products and propositions officer</td> <td data-sheets-value='{"1":2,"2":"Nationwide"}'>Nationwide</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Michelle Roberts"}'>Michelle Roberts</td> <td data-sheets-value='{"1":2,"2":"Group marketing director"}'>Group marketing director</td> <td data-sheets-value='{"1":2,"2":"BMW UK"}'>BMW UK</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Heather Smith"}'>Heather Smith</td> <td data-sheets-value='{"1":2,"2":"Managing director, direct"}'>Managing director, direct</td> <td data-sheets-value='{"1":2,"2":"LV"}'>LV</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Ben Sutherland"}'>Ben Sutherland</td> <td data-sheets-value='{"1":2,"2":"Chief digital officer"}'>Chief digital officer</td> <td data-sheets-value='{"1":2,"2":"Diageo"}'>Diageo</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Regine Tan"}'>Regine Tan</td> <td data-sheets-value='{"1":2,"2":"Director of customer experience optimisation"}'>Director of customer experience optimisation</td> <td data-sheets-value='{"1":2,"2":"American Express"}'> <div> <div>American Express</div> </div> </td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Simon Thompson"}'>Simon Thompson</td> <td data-sheets-value='{"1":2,"2":"Chief product officer"}'>Chief product officer</td> <td data-sheets-value='{"1":2,"2":"Ocado"}'>Ocado</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"George Turner"}'>George Turner</td> <td data-sheets-value='{"1":2,"2":"Chief commercial and technology officer"}'>Chief commercial and technology officer</td> <td data-sheets-value='{"1":2,"2":"InterContinental Hotels Group"}'> <div> <div>InterContinental Hotels Group</div> </div> </td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"In&eacute;s Ures"}'>In&eacute;s Ures</td> <td data-sheets-value='{"1":2,"2":"Chief marketing officer"}'>Chief marketing officer</td> <td data-sheets-value='{"1":2,"2":"Deliveroo"}'>Deliveroo</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Shashi Verma"}'>Shashi Verma</td> <td data-sheets-value='{"1":2,"2":"Chief technology officer and director of customer experience"}'>Chief technology officer and director of customer experience</td> <td data-sheets-value='{"1":2,"2":"Transport for London"}'> <div> <div>Transport for London</div> </div> </td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Claudia Vernon"}'>Claudia Vernon</td> <td data-sheets-value='{"1":2,"2":"Group marketing director"}'>Group marketing director</td> <td data-sheets-value='{"1":2,"2":"Richer Sounds"}'>Richer Sounds</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Eve Williams"}'>Eve Williams</td> <td data-sheets-value='{"1":2,"2":"Brand experience director"}'>Brand experience director</td> <td data-sheets-value='{"1":2,"2":"Asos"}'>Asos</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"Harriet Williams"}'>Harriet Williams</td> <td data-sheets-value='{"1":2,"2":"Chief digital officer"}'>Chief digital officer</td> <td data-sheets-value='{"1":2,"2":"The Body Shop"}'>The Body Shop</td> </tr> <tr> <td data-sheets-value='{"1":2,"2":"David Young"}'>David Young</td> <td data-sheets-value='{"1":2,"2":"Director of customer experience"}'>Director of customer experience</td> <td data-sheets-value='{"1":2,"2":"Metro Bank"}'>Metro Bank</td> </tr> </tbody> </table> <p>The post <a rel="nofollow" href="https://www.marketingweek.com/2019/06/19/cx50-2019-top-50-customer-experience-professionals/">The CX50 2019 revealed: Our list of the top 50 customer experience professionals</a> appeared first on <a rel="nofollow" href="https://www.marketingweek.com">Marketing Week</a>.</p> Salesforce readies customer data platform https://www.smartbrief.com/sbrequest/aid/97BB4950-CA01-469A-99E5-90D2368CE0CD BREAKING NEWS: Advertising urn:uuid:4b01f4a9-59f7-c876-b89e-7aa3fd71131f Wed, 19 Jun 2019 14:25:58 +0000 <div style="clear:both;margin:20px auto;color:#666;">Salesforce is beta testing a customer data platform that will enable marketers to have a comprehensive view of individuals re&nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/97BB4950-CA01-469A-99E5-90D2368CE0CD">More</a>-&nbsp;</div> How to Consistently Create Engaging Social Media Videos https://www.jeffbullas.com/social-media-videos/ Jeffbullas's Blog urn:uuid:c8f861b4-944b-65cc-36f3-d2e6e184a290 Wed, 19 Jun 2019 15:00:40 +0000 <p>We’ve all heard it, time and time again: video is the new king. It’s the best performing form of online content. And in just a [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.jeffbullas.com/social-media-videos/">How to Consistently Create Engaging Social Media Videos</a> appeared first on <a rel="nofollow" href="https://www.jeffbullas.com">Jeffbullas&#039;s Blog</a>.</p> <p><img class="aligncenter size-medium_large wp-image-69402" src="https://www.jeffbullas.com/wp-content/uploads/2019/06/How-to-Consistently-Create-Engaging-Social-Media-Videos-768x512.jpg" alt="How to Consistently Create Engaging Social Media Videos" width="768" height="512" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/06/How-to-Consistently-Create-Engaging-Social-Media-Videos-768x512.jpg 768w, https://www.jeffbullas.com/wp-content/uploads/2019/06/How-to-Consistently-Create-Engaging-Social-Media-Videos-450x300.jpg 450w, https://www.jeffbullas.com/wp-content/uploads/2019/06/How-to-Consistently-Create-Engaging-Social-Media-Videos-375x250.jpg 375w, https://www.jeffbullas.com/wp-content/uploads/2019/06/How-to-Consistently-Create-Engaging-Social-Media-Videos.jpg 900w" sizes="(max-width: 768px) 100vw, 768px" /></p> <p>We’ve all heard it, time and time again: video is the new king.</p> <p>It’s the best performing form of online content. And in just a few short years, almost all <a href="https://www.jeffbullas.com/website-traffic/" target="_blank" rel="noopener">online traffic</a> will go to videos.</p> <p>Is it a fad? I certainly don’t believe so &#8211; video is here to stay. New technology might appear in the near future and change how we watch videos, but at the end of the day, video will still be a thing. It&#8217;s something we absolutely love to see.</p> <p>On social media, video is outperforming all other forms of content &#8211; some studies say that video generates <a href="https://www.forbes.com/sites/miketempleman/2017/09/06/17-stats-about-video-marketing/" target="_blank" rel="noopener">1200% more shares</a> than both text and image updates combined.</p> <p>And all major social networks now have at least one video format &#8211; even LinkedIn has turned highly visual.</p> <p>So how do you leverage more video on your social media?</p> <p>In this blog post, find out how to create engaging social media videos consistently.</p> <h2>What are your social media goals?</h2> <p>Before you start <a href="https://www.jeffbullas.com/how-to-create-video-content/" target="_blank" rel="noopener">creating any new video content</a>, review your <a href="https://www.jeffbullas.com/social-media-marketing-guide/" target="_blank" rel="noopener">social media marketing objectives</a> &#8211; how can video help you achieve these objectives?</p> <p>Video can be used for a variety of reasons, including:</p> <ul> <li>Boosting brand awareness and reaching a wider audience</li> <li>Boosting your social media engagement</li> <li><a href="https://www.jeffbullas.com/conversion-rate-optimization/" target="_blank" rel="noopener">Generating more conversions</a> and sales from social media</li> <li>Generating more traffic from social media</li> </ul> <p>Keep these goals in mind &#8211; you’ll need to consider them when you start planning your social media video ideas so that you can create videos that help you reach your objectives faster and more effectively.</p> <h2>Coming up with video ideas</h2> <p>One of the questions that I hear come up a lot is <em>“what types of videos should I create?”</em> (usually along with “<strong>how</strong> do I create videos?”) – luckily, there are quite a few different options plus I’ll share some of my top tips for coming up with video ideas:</p> <ul> <li><strong>Product videos</strong>: these can be how-to or <a href="https://www.jeffbullas.com/need-animated-explainer-video-business/" target="_blank" rel="noopener">explainer videos</a>, videos simply highlighting the product in some way or explaining how the product (or a certain feature) works. A great example of this is <a href="http://www.slack.com/" target="_blank" rel="noopener">Slack’s</a> <em>“So Yeah, We Tried Slack…”</em> video that not only explains what Slack is and how it works, but it also serves as a great and highly engaging ad for their product; plus, it’s quite funny too:</li> </ul> <p><center><iframe src="https://www.youtube.com/embed/B6zVzWU95Sw" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></center></p> <ul> <li><strong>Brand videos</strong>: similar to product videos, but the focus is all on the brand &#8211; its values, company culture, the team and everything else that makes up a brand.</li> <li><strong>Videos that provide value to your audience: </strong>how-to videos and useful tips videos. Whatever niche you’re in, there is some way to showcase your knowledge and offer value to your audience; plus, you can use your own content for inspiration. For example, I could promote this blog post with a video that covers a small part of this article &#8211; something like <em>“5 Amazing tips to create engaging <a href="https://www.lilachbullock.com/create-social-media-videos/" target="_blank" rel="noopener">social media videos</a>”.</em></li> <li><strong>Case studies:</strong> case studies can build up trust and showcase your brand value. Share the successful projects you worked on, hold interviews with your past and current clients and show viewers why these clients loved to work with you.</li> </ul> <h2>Best practices and useful tips for creating engaging social media videos</h2> <p>Here are some of my best tips for creating engaging social media videos that get results:</p> <h3>Use storytelling elements</h3> <p>In order to compel people to watch your videos until the end, and even better, share them out, you need to leverage <a href="https://www.jeffbullas.com/visual-storytelling/" target="_blank" rel="noopener">storytelling techniques</a> that keep people interested – and engaged.</p> <p>For example, take a look at this video from <a href="https://www.instagram.com/nike/" target="_blank" rel="noopener">Nike’s</a> Instagram account:</p> <blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/BqfLoV1lR4D/" data-instgrm-version="12"> <div style="padding: 16px;"> <p>&nbsp;</p> <div style="display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div> </div> </div> <div style="padding: 19% 0;"></div> <div style="display: block; height: 50px; margin: 0 auto 12px; width: 50px;"></div> <div style="padding-top: 8px;"> <div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div> </div> <div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"> <div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div> </div> <div style="margin-left: 8px;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style="width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);"></div> </div> <div style="margin-left: auto;"> <div style="width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style="background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style="width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div> </div> </div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div> </div> <p>&nbsp;</p> <p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/BqfLoV1lR4D/" target="_blank" rel="noopener">A post shared by nike (@nike)</a> on <time style="font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;" datetime="2018-11-22T15:15:18+00:00">Nov 22, 2018 at 7:15am PST</time></p> </div> </blockquote> <p><script async src="//www.instagram.com/embed.js"></script></p> <p>This video has the power to evoke strong emotions in viewers; what’s more, because of its storytelling techniques, it makes you want to watch it until the end to find out the rest of the story.</p> <p>And that is why storytelling is so important when creating videos, particularly if you’re not offering any apparent value to your viewers (such as educating them about a subject they’re interested in). They conjure up strong emotional responses from the viewer which, at the end of the day, will make them want to engage and share and the video will stay with them for longer (and consequently, the association with your brand).</p> <h3>Always use subtitles</h3> <p>Some people watch videos on social media with the sound on; but, at the same time, a lot of people watch them with the sound off &#8211; most likely because they’re checking their social media on their phones.</p> <p>If your video isn’t easy to understand with its sound off, this will most likely lead to one outcome &#8211; many viewers will close it and move on.</p> <p>Every video you create for social media should be easily understandable both with the sound on and with the sound off; the easiest way to do this is to create a video with music and/or a voiceover and simply add subtitles whenever needed.</p> <p>Luckily though, most video creation tools offer this option. For example, you can use something like <a href="https://quik.gopro.com/en/" target="_blank" rel="noopener">Quik by GoPro</a> to edit together your video clips and images, as well as add text overlay to each scene:</p> <p><img class="aligncenter size-full wp-image-69246" src="https://www.jeffbullas.com/wp-content/uploads/2019/05/Quik-by-GoPro-for-social-media-videos.png" alt="Quik by GoPro for social media videos" width="810" height="1431" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/05/Quik-by-GoPro-for-social-media-videos.png 810w, https://www.jeffbullas.com/wp-content/uploads/2019/05/Quik-by-GoPro-for-social-media-videos-768x1357.png 768w, https://www.jeffbullas.com/wp-content/uploads/2019/05/Quik-by-GoPro-for-social-media-videos-580x1024.png 580w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p>Once you’ve downloaded it on your phone, all you need to do is select the images and video clips you want to use and Quik will do all the rest for you. You’ll just need to choose a format, as well as add your text overlay.</p> <h3>Optimize your videos for different platforms</h3> <p>Once you’ve created an awesome social media video, it might be tempting to just share it out everywhere. However, each social network is different and uses different formats; not to mention, its users have different expectations from the actual content of the video.</p> <p>Whenever you create a new social media video and want to share it on various platforms, make sure it’s optimized for each platform, from the content of the video (and its length) to the actual format of the video.</p> <p>To help, you can use <a href="https://wave.video/" target="_blank" rel="noopener">Wave.video</a>; it’s a free online video creator that has 30+ different formats/sizes that you can switch to with a couple of clicks. Plus, they have a huge library of free video clips and images that you can use for your video (so no footage necessary, although you can upload your own content too) and you can easily add subtitles/text overlay, as well as customize your videos to your liking.</p> <p><img class="aligncenter size-full wp-image-69245" src="https://www.jeffbullas.com/wp-content/uploads/2019/05/Wave-video-for-social-media-videos.png" alt="Wave video for social media videos" width="810" height="404" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/05/Wave-video-for-social-media-videos.png 810w, https://www.jeffbullas.com/wp-content/uploads/2019/05/Wave-video-for-social-media-videos-768x383.png 768w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p>As you can see above, there is also an impressive selection of templates for all kinds of different occasions; all you need to do is pick a template, customize it, change or add new videos and images, change the format of your video as many times as you need and hit publish.</p> <h3>Show, don’t tell</h3> <p>Since you’re using such a powerful and visual medium, you need to make the most of it and <em>show</em> your readers what you want them to see – not <em>tell</em> them. That’s not to say that you shouldn’t use voiceover and music; rather, it’s about making sure that the video clips and images you use in your video convey their message successfully.</p> <p>For example, if you want to create a video to promote one of your products, you shouldn’t just show some short videos about the product and use the voiceover feature (or subtitles) to explain what your product can do. What you should do instead is show your product in action and only use voiceover or subtitles to enhance your video.</p> <p><a href="https://www.instagram.com/gopro/" target="_blank" rel="noopener">GoPro</a> is one of the masters at doing this; their social media videos always show their different products in action. For example, take a look at their video below, promoting the GoPro Hero7 Black:</p> <blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/BvSN7EonIW9/" data-instgrm-version="12"> <div style="padding: 16px;"> <p>&nbsp;</p> <div style="display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div> </div> </div> <div style="padding: 19% 0;"></div> <div style="display: block; height: 50px; margin: 0 auto 12px; width: 50px;"></div> <div style="padding-top: 8px;"> <div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div> </div> <div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"> <div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div> </div> <div style="margin-left: 8px;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style="width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);"></div> </div> <div style="margin-left: auto;"> <div style="width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style="background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style="width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div> </div> </div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div> </div> <p>&nbsp;</p> <p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/BvSN7EonIW9/" target="_blank" rel="noopener">A post shared by GoPro (@gopro)</a> on <time style="font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;" datetime="2019-03-21T21:00:53+00:00">Mar 21, 2019 at 2:00pm PDT</time></p> </div> </blockquote> <p><script async src="//www.instagram.com/embed.js"></script></p> <p>You don’t see a bunch of specs or long explanations of why you should buy their product; you don’t really need to, as you’re seeing it in action and how well the product works even with all the bumping and grinding of a snow bike in action.</p> <h3>Get your viewers interested from the first few seconds</h3> <p>Obviously, we all want people to watch our videos from start to end. But there’s so much content available that it can be difficult to convince viewers to watch your content and not just jump over it &#8211; unless you hook them from the first few seconds of your video.</p> <p>You can do this either by quickly explaining from the start of the video what the viewer will get out of it or by hooking them with beautiful visuals that attract their attention.</p> <p>Here’s a great example of a video from <a href="https://www.instagram.com/benandjerrys/" target="_blank" rel="noopener">Ben &amp; Jerry’s </a>Instagram account:</p> <blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/Buy7MhlAeQH/" data-instgrm-version="12"> <div style="padding: 16px;"> <p>&nbsp;</p> <div style="display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div> </div> </div> <div style="padding: 19% 0;"></div> <div style="display: block; height: 50px; margin: 0 auto 12px; width: 50px;"></div> <div style="padding-top: 8px;"> <div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div> </div> <div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"> <div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div> </div> <div style="margin-left: 8px;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style="width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);"></div> </div> <div style="margin-left: auto;"> <div style="width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px Comcast, Charter, Cox team up on addressable ad drive https://www.smartbrief.com/sbrequest/aid/6C76FB4B-976D-42B1-85BA-3EA46E3594F6 BREAKING NEWS: Advertising urn:uuid:1dadfd32-043a-03e2-8024-2e0b2413c42e Wed, 19 Jun 2019 14:25:58 +0000 <div style="clear:both;margin:20px auto;color:#666;">Comcast will work with Cox Media and Charter Communications to develop addressable ad standards, the cable company announced.&nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/6C76FB4B-976D-42B1-85BA-3EA46E3594F6">More</a>-&nbsp;</div> Google was grilled about China and other hot-button topics during its investor meeting (GOOG, GOOGL) https://www.businessinsider.com/google-questions-china-censored-search-project-shareholder-meeting-2019-6 BREAKING NEWS: Advertising urn:uuid:c420f061-abca-3098-ff60-6fc45264e520 Thu, 20 Jun 2019 00:47:55 +0000 <p><img src="https://static2.businessinsider.com/image/5cdc5d57021b4c02916937b4-1024/gettyimages-869093660.jpg" border="0" alt="GettyImages 869093660" data-mce-source="Getty" data-mce-caption="Google's Chief Legal Officer, Kent Walker" /></p><p></p> <ul class="summary-list"> <li><a href="https://www.businessinsider.com/category/google">Google</a> faced questions about a controversial project to offer censored search in China at its annual shareholder meeting on Wednesday.&nbsp;</li> <li>Executives re-iterated that Google has no current plans to launch a search engine in China, but demurred when pressed to commit to not doing so in the future.</li> <li>Google cofounders <a href="https://www.businessinsider.com/category/larry-page">Larry Page</a>and Sergey Brin skipped the meeting for the fourth year in a row, and <a href="https://www.businessinsider.com/category/sundar-pichai">CEO Sundar Pichai</a> did not answer a single question during the 30-minute Q&amp;A period.</li> <li>The stockholder proposal to <span>review the human rights impact of offering censored search in China was rejected on Wednesday, as were the other 13 proposals which included appointing an employee representative to the board of directors and conducting a public report on gender pay differences.</span></li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a><span></span></li> </ul> <p><a href="https://www.businessinsider.com/category/google">Google</a> executives faced a barrage of questions about the company's workplace policies and controversial business projects during its annual shareholder meeting on Wednesday, even as the company's cofounders skipped the event and Google's CEO kept mum during a sometimes testy round of questions.&nbsp;</p> <p>Several employees of Google-parent company Alphabet joined other shareholders and addressed senior management at the meeting, seeking reforms and commitments. The meeting comes after a year of criticism that has rocked big tech companies such as Google, <a href="https://www.businessinsider.com/category/facebook">Facebook</a> and <a href="https://www.businessinsider.com/category/amazon">Amazon </a>and even led to calls to for the government to break up the giant corporations.</p> <p>Google CEO Sundar Pichai gave a presentation about the company at the start of the meeting, but sat silently on-stage during the 30-minute Q&amp;A portion as his lieutenants fended off queries on hot-button topics like censorship in China.&nbsp;</p> <p>A question regarding a potential censored search engine in China was directed at Pichai but&nbsp; was answered by Kent Walker, the company's chief counsel.&nbsp;</p> <p>"We continually assess all the countries around the world where we're doing business to make sure that we can offer our services as broadly as possible," Walker said. "As we said, we have no plans to offer a search engine in China, and we'll be very open to input from all stakeholders as we progress there."&nbsp;</p> <p>When pressed by the stockholder to confirm that Google wouldn't release a censored search product in China at some point in the future, Walker remained silent.&nbsp;</p> <p>Knowledge of the project, known internally as Dragonfly, was first reported by <a href="https://theintercept.com/2018/08/01/google-china-search-engine-censorship/">the Intercept</a> last August. Amid backlash from employees and human rights groups, Pichai <a href="https://www.businessinsider.com/google-dragonfly-china-canceled-2018-12">said at a Congressional hearing in December</a> that the company had "no plans to launch a search service in China." Despite <a href="https://theintercept.com/2019/03/04/google-ongoing-project-dragonfly/">reports</a> that Dragonfly was still being developed, Google <a href="https://www.businessinsider.com/google-may-still-be-working-on-dragonfly-2019-3">told Business Insider in March</a> that "<span>there is no work being undertaken on such a project" and that "team members have moved to new projects."</span></p> <p><span>Still, Google has not officially said that it would forego launching a search product in China in the future should it be forced to censor results.&nbsp;</span></p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/sundar-pichai-surprised-by-timing-of-google-antitrust-probe-2019-6">Google CEO Sundar Pichai says he was taken aback by the timing of a potentially seismic antitrust investigation</a></em></p> <p><span>Roughly 30 to 40 protesters convened outside the shareholder meeting, which was held at Google's Sunnyvale, California offices. The turnout was smaller than <a href="https://www.businessinsider.com/google-shareholder-meeting-to-feature-sex-misconduct-demonstration-2019-6">the hundreds of people that previous reports suggested</a> could descend on the meeting.&nbsp;</span></p> <p>Organizers for some of the human rights groups echoed concerns raised inside the meeting.&nbsp;&nbsp;</p> <p><span><img src="https://static2.businessinsider.com/image/5d0ac38fe3ecba390b459144-2016/img7455.jpg" border="0" alt="Google Protestors" data-mce-source="Business Insider / Nick Bastone" data-mce-caption="Students for a Free Tibet protested outside of Wednesday's shareholder meeting." /></span></p> <p><span>"Regardless of whether the search project is launched, we know that there's heavy censorship and surveillance happening inside China, in addition to the human rights and oppression taking place," Tenzing Dolma, a member of Students for a Free Tibet, told Business Insider. "So we expect more from a company like Google in terms of upholding their morals and values."&nbsp;</span></p> <p>The stockholder proposal to <span>review the human rights impact of offering censored search in China was rejected on Wednesday. </span><span>So too were the 13 other proposals, which included appointing an employee representative to the board of directors and conducting a public report on gender pay differences.</span></p> <p><span>The rejections came as no surprise, as the company's co-founders, Larry Page and Sergey Brin, control more than 51% of the voting power due to a special class of supervoting shares. Doing away with these supervoting shares was one of the proposals that was turned down on Wednesday.&nbsp;</span></p> <p><span>Alphabet has experienced a particularly turbulent year, with&nbsp;<a href="https://www.businessinsider.com/google-walkout-live-pictures-of-protesting-google-workers-2018-11">a high-profile employee walkout in November</a>&nbsp;over the company's much-criticized&nbsp;<a href="https://www.businessinsider.com/google-fires-48-employees-for-sexual-harassment-2018-10">handling of sexual misconduct cases</a>. The company has also faced criticism over plans to create a&nbsp;<a href="https://www.businessinsider.com/google-dragonfly-china-canceled-2018-12">censored search engine for people in China</a>, and for a contract, now abandoned, to&nbsp;<a href="https://www.businessinsider.com/googler-who-quit-over-project-maven-says-values-changed-2018-6">provide its AI technology to the US military.</a></span></p> <h2><span>Google's co-founders were MIA once again</span></h2> <p><span>Despite having majority control over Alphabet, Page and Brin were yet again missing in action at this year's meeting. In fact, the co-founders haven't been present a stockholder meeting since 2015, when Page last attended.&nbsp;</span></p> <p><span>On Wednesday, a stockholder asked why Alphabet's CEO (Page) had routinely skipped out on the event &mdash; the one time each year stockholders are able to ask executives questions directly.&nbsp;</span></p> <p>"Unfortunately Larry was not able to be here," John Hennessy, Alphabet's Chairman, said. "But Larry's been at every single board meeting."&nbsp;&nbsp;</p> <p>Page's absence from the public eye has become a trend of late, as the Alphabet chief exec disappeared from Google's weekly all-hands meetings (known internally as "TGIF") for <a href="https://www.businessinsider.com/larry-page-sergey-brin-first-tgif-six-months-2019-6">roughly six months</a> before finally resurfacing in late May. Also, when Congress asked him to testify before Congress last September alongside Twitter CEO Jack Dorsey and Facebook COO Sheryl Sandberg, Page was a <a href="https://www.businessinsider.com/us-senate-tears-into-google-for-refusing-to-send-top-executive-to-testify-2018-9">no show</a>.&nbsp;</p> <p><em><strong>Got a tip?</strong> Contact this reporter via Signal or WhatsApp at +1 (209) 730-3387 using a non-work phone, email at </em><a href="mailto:nbastone@businessinsider.com"><span><em>nbastone@businessinsider.com</em></span></a><em>, Telegram at nickbastone, or Twitter DM at </em><a href="https://twitter.com/NickBastone"><span><em>@nickbastone</em></span></a><em>.</em></p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/youtube-kids-content-changes-controversy-report-2019-6" >YouTube is reportedly considering fundamental changes to its platform as it continues to face backlash over child safety</a></strong></p> <p><a href="https://www.businessinsider.com/google-questions-china-censored-search-project-shareholder-meeting-2019-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/apple-to-android-switch-new-phone-stuck-ecosystem-2019-6">Here's why it's so hard to switch from Apple to Android</a></p> Publicis Capital bags ZEE5 India's creative mandate http://www.afaqs.com/news/story/55289_Publicis-Capital-bags-ZEE5-Indias-creative-mandate BREAKING NEWS: Advertising urn:uuid:bf44a6da-70c7-2f62-f04e-a1a074332a5e Wed, 19 Jun 2019 07:30:00 +0000 <a href="http://www.afaqs.com/news/story/55289_Publicis-Capital-bags-ZEE5-Indias-creative-mandate"><img src="http://www.afaqs.com/all/news/images/news_story_grfx/2019/55289_1_home_small.jpg" alt=" " hspace="5" align="left" width="59" height="59" border="0"/></a> The account will be serviced out of Mumbai. Why speed — not perfection — is your business’ greatest asset https://www.thedrum.com/opinion/2019/06/19/why-speed-not-perfection-your-business-greatest-asset The Drum - News urn:uuid:3171f98a-1011-8ad4-f2d7-d0b2c84d681c Wed, 19 Jun 2019 16:35:00 +0000 <p><em>Good things come to those who wait.</em></p> <p>Often times, this is absolutely the case. Patience is, indeed, a virtue.</p> <p>But when it comes to your business, you might be surprised at just how much more important it is to be quickthan it is to be perfect.</p> <p>What is ‘perfect’, though? It’s losing precious time ensuring every detail down to the minutiae of your plan or proposal is totally, incontrovertibly, 100% accurate — even when they don’t really need to be at this stage.</p> <p>So how can you make sure you’re optimising for accuracy whilst ploughing on for that all-important speedy turnaround?</p> <p> </p> <p><strong>An ever-changing business landscape</strong></p> <p>We all — your clients included — inhabit a society that demands instant gratification, immediate and clear results and lightning-fast response rates. Rightly or wrongly, then, satisfying your client’s need to perceive a quick response should generally be your top priority. Let them see just how efficient you are — then sweat the small stuff once they’re happy you’re on the case.</p> <p>It’s not uncommon for companies to evolve and adapt to their business surroundings until they find the optimum approach — but then stop. The problem is, of course, the world doesn’t cease to grow just because the company has. In a world of instant and accessible technological updates in every facet of our lives, getting — and staying — on top of the game is everything. If a business becomes resistant to change — change which is, of course, inevitable— it runs the very real risk of becoming obsolete and, in our evolution analogy, going extinct.</p> <p>The businesses who ride the waves and remain relevant over many years, even decades, are those who not only identify the right approaches but who then adjust them accordingly when technology, priorities and demand grow in conjunction with the values and wants of the society in which they exist. The very best businesses do all of the above — and fast. They don’t deny change; they see it coming a mile off and charge headfirst into the fray.</p> <p> </p> <p><strong>Reevaluate what’s important</strong></p> <p>Your clients want quality. That’s a given. But in this day and age, it’s not enough. Customers desire — no, expect— pace. Their expectations are as turbulent and nebulous as the business landscape you’re both operating in — and you must account for this.</p> <p>What’s your priority? Getting every one of the finest details ironed out, checked, rechecked and checked again and then put on the back-burner until the team are ‘ready’ to move forward with one project? Or is it better to prioritise speed and to have faith in yourself and your team that you’re all talented enough to move ahead with ten projects whilst they’re still not entirely complete, then see some serious turnover as a result?</p> <p>If you don’t satiate your customers’ need for speed, you’ll lose them. Every time you can produce results faster than your competition, you fortify your position as the best in the business, even regardless of the objective comparison in quality between the two of you.</p> <p>Take Walmart’s business model, which focuses on efficiency above all else. This allows them to deliver the best products at the most affordable prices. That’s not to say that accuracy and quality aren’t extremely important to the US multinational, only that they’ve identified that a fast turnaround has been proven, time and again, to be their most advantageous asset in their competition with other retail corporations.</p> <p> </p> <p><strong>How to speed things up — without neglecting quality</strong></p> <p>It takes time to remain current with the latest innovations in technology — but you simply can’t put a price on how invaluable doing so will be in the long run. Take my own company, digital agency Push, of which I’ve been co-CEO with Steve Hyde for over a decade. We have known for a long time that speed is our greatest asset. But don’t just take my word for it! According to Helene Ambiana, head of google partners EMEA,</p> <p>Push is a great mobile-first company, who use great tech, great people and innovation at speed to do the right and ethical thing for the customer. Push epitomizes a mindset that is essential in today’s digital advertising industry.</p> <p>Every week, without exception, Push hold employee training to ensure that our staff are entirely cognizant of the latest updates in the digital realm and that their skills in utilising these innovations are razor-sharp.</p> <p>Speeding up your processes doesn’t necessitate you losing quality. You can streamline your decision-making as you go. It doesn’t have to be flawless first time around. Don’t be afraid of getting it wrong, just move with the tide and keep on growing!</p> <p>The best businesses aren’t flooredby their mistakes, and they make no mistake in knowing their flaws. Embracing speed and all of its benefits takes time, but a culture of fast turnarounds can grow organically — if you let it. Go with the flow and witness the pace of your entire organization change dramatically. It won’t be long before you gain that competitive edge — and increase your market share faster than ever before.</p> <p> </p> <p><strong>Ricky Solanki is the CEO at <a href="https://www.thedrum.com/profile/push-group" rel="nofollow">Push Group</a>.</strong></p> Customers Expect A Connected Experience, So Why Are We Still Dealing In Silos? https://www.bandt.com.au/media/customers-expect-connected-experience-still-dealing-silos BREAKING NEWS: Advertising urn:uuid:8792f607-3213-979c-d110-4e67e3fa4250 Thu, 20 Jun 2019 02:42:50 +0000 B&#038;T's tech writer is asking the big questions we all want to answered in this article. Samsung’s global CMO: ‘I’m pessimistic about influencer marketing’ https://www.thedrum.com/news/2019/06/19/samsung-s-global-cmo-i-m-pessimistic-about-influencer-marketing The Drum - News urn:uuid:c2b9b672-f67c-5140-a202-ddd1974614b8 Wed, 19 Jun 2019 18:46:00 +0000 <p>Its former head of US marketing once suggested that <a href="https://www.thedrum.com/news/2017/09/20/samsungs-top-us-marketer-says-ad-agencies-should-feel-threatened-influencers" rel="nofollow">influencers could replace ad agencies,</a> but Samsung’s global chief marketing officer has voiced concerns and said the brand is rowing back on its investments in that area.</p> <p>Under Marc Mathieu – who left the business in March – the smartphone maker siphoned millions of dollars into forging relationships with social creators. One of the biggest was with Casey Neistat – a YouTuber with 11.3 million subscribers and a combined four million on Facebook and Instagram – who Mathieu hailed as the brand’s "creator in chief" after he made and starred in its Oscars ad.</p> <p>However, global marketing boss Younghee Lee, told The Drum she’s “sceptical” of influencer marketing.</p> <p>“I'm very pessimistic about it,” she added. “We don't just want to buy them with money. That's not going to be sustainable.”</p> <p>Her comments came at the Cannes Lions Festival of Creativity, where she shared Samsung's intention to pivot the business to target “Gen Z”. Based on the results of a comprehensive study, she said it’s a generation that will see through any inauthentic attempts to connect with them.</p> <p>A recent global study into the attitudes of 56,000 people by media agency UM found that<a href="https://www.thedrum.com/news/2019/05/09/only-4-people-trust-what-influencers-say-online" rel="nofollow"> just 42% of respondents trust bloggers and vloggers </a>for product recommendations.</p> <p>The global suspicion around influencers comes as consumers and regulators continue to ask questions about the opacity of brand-influencer deals and the veracity of creators' large followings.</p> <p>In the UK, the government has tightened up the rules around declaring paid-for content online. The Advertising Standards Authority (ASA), meanwhile, also cautioned 'hundreds' of influencers and brands for breaking strict guidelines around paid for posts on the likes of Instagram over the past few years.</p> <p>The FTC has taken similar action in the US to usher more transparency into the space.</p> <p>“This generation wants [brands] to be more real, authentic and organic,” Lee said.</p> <p>“The more I encounter our local marketing programmes and sometimes I see huge budgets for influencer marketing... no, no, no. Sometimes it's necessary, but it’s more a real person, your neighbour, that we're looking for.”</p> <p>What Lee is hinting at is a move to working with people of influence within local communities rather than a homogenous set of Instagram stars. Samsung has set up a series of hubs around the world where people can buy the latest hardware, and, more importantly, participate in activities and take lessons in everything from photography and filmmaking to art.  </p> <p>“It’s not a store; it’s a community cultural space,” she said of the concept.</p> <p>Samsung opened one in Tokyo in March, an eight-story tower that welcomes thousands of visitors a day. It’s readying for the next opening in London’s King’s Cross later this year.</p> <p>“It’s an exciting project; I’m deeply involved. It will be a great example of how we imagine an ‘experience’ space,” she said.</p> Five Segmentation Gaffes (And How to Avoid Them) https://www.marketingprofs.com/articles/2019/41359/five-segmentation-gaffes-and-how-to-avoid-them MarketingProfs Daily urn:uuid:bcb209ed-9d83-a249-bd0c-e5b8b848ee61 Wed, 19 Jun 2019 14:00:00 +0000 Segmentation--the process of identifying specific customer groups--is imperative for personalized marketing and communications. Yet, despite all the effort they put in, companies repeatedly make easily avoidable segmentation mistakes. Here are five common ones, along with tips to avoid them. <a href="https://www.marketingprofs.com/articles/2019/41359/five-segmentation-gaffes-and-how-to-avoid-them">Read the full article at MarketingProfs</a><img src="http://feeds.feedburner.com/~r/marketingprofs/daily/~4/AfEWGLMtzCk" height="1" width="1" alt=""/> Price extensions now supported in Microsoft Advertising Editor https://searchengineland.com/price-extensions-now-supported-in-microsoft-advertising-editor-318492 Search Engine Land: News About Search Engines &amp; Search Marketing urn:uuid:37cdefd1-755b-2ad3-20f2-4e8ab2ea7f26 Wed, 19 Jun 2019 14:34:53 +0000 Create and manage price extensions in bulk. <br/> <br/> Please visit Search Engine Land for the full article.<div class="feedflare"> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:-BTjWOF_DHI"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=THKPNlQ0nx0:BV8MDW_5fvM:-BTjWOF_DHI" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=THKPNlQ0nx0:BV8MDW_5fvM:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:7Q72WNTAKBA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=7Q72WNTAKBA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=THKPNlQ0nx0:BV8MDW_5fvM:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=THKPNlQ0nx0:BV8MDW_5fvM:V-t1I-SPZMU"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=V-t1I-SPZMU" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/searchengineland/~4/THKPNlQ0nx0" height="1" width="1" alt=""/> New beginnings start with a first step https://www.thedrum.com/opinion/2019/06/20/new-beginnings-start-with-first-step The Drum - News urn:uuid:dc1d0c55-8626-1d74-df71-a99c8fe58761 Mon, 24 Jun 2019 11:30:00 +0000 <p>Halo is celebrating its birthday. It is 15 years old. So we’re spending a year celebrating. But the party has to start small and build to a crescendo and for us, that first step starts with a new look. A subtle release of a brand reimagined, redesigned and refocused. </p> <p>But, as we constantly tell clients, design is the last thing we do. And if a rebrand isn’t strategically significant, then it’s nothing more than fresh paint. As an agency that believes in narrative driven, commercial creativity, the latest Halo aesthetic is just the tip of the Wacom pen. </p> <p> </p> <p><strong>Start with why (of course)</strong></p> <p>We began by considering what it means to be a brand first agency in a world deafened by shouts for attention. In real life, in our digital lives, at a time when we’ve never been more connected and further apart. Today, brands are more powerful and more fleeting. To survive they need purpose – not a CSR version of purpose, but a true sense of self. A reason to exist and to believe. A reason to choose a product, service or offer over another. Beyond price, beyond availability, sometimes beyond reason.</p> <p>Halo exists to shape brands in an ever-changing, competitive commercial landscape. And we’ve reengineered our agency to be better at it than ever before.</p> <p> </p> <p><strong>Partnerships only</strong></p> <p>We only exist at all because of our clients. We know this. Which is why we don’t have account management. We have client partnerships. And it’s not just a snappy agency title, it’s a core belief. Account management is transactional, but great brands are shaped by teams of talented, committed people, working closely together. As an agency, we have to be part of a client’s business. We go native. Feel the pressure, pain and pleasure with our clients. For relationships forged by trust. Partnerships founded on unflinching honesty.</p> <p> </p> <p><strong>We don’t build websites</strong></p> <p>Just like there’s no such thing as digital marketing (there’s only marketing), we don’t build websites. We carve digital strategy first and understand the objectives before defining the experience. If it becomes a website, that works – we build some of the highest traffic sites in the world. If it’s a YouTube channel or balanced social platform approach, we will create it. But you shouldn’t answer a question with ‘website’ if you don’t fully understand what the question is, or what question should even be.</p> <p> </p> <p><strong>Just say what you do</strong></p> <p>Halo is brand first, full service, 360, but we’ve redefined our offering to keep things simple. And we’ve banned the word ‘storytelling’.</p> <p>We shape powerful brands with three principles:</p> <ol><li><u>Narrative: </u>We position brands with techniques and insights that affect transformative change. This can be defining purpose, strategic intent, proposition, growth planning, brand architecture or portfolio rationalisation and alignment. A vision for the future or a vehicle for managing adaptive challenges.</li> <li><u>Identity: </u>We create meaningful identities, intelligently designed for growing brands that live in a trans-media world. This might include brand expression, naming, tone-of-voice, behaviour, design and art direction, roll-out and ongoing communication and conversation. </li> <li>Experience: Breathing life into brands by crafting multi-channel campaigns, social activation, digital expression and inspirational design on pack, on paper, on screen, on walls. Always on point. Above the line or internally focused we find opportunities for brands to have meaningful engagement with their audiences. </li> </ol><p> </p> <p><strong>Bored of reading yet?</strong></p> <p>If you’ve read this far, thank you. Hopefully you’ve got something out of it. Maybe you’d like to know more. If so, get in touch. We’d love to stop talking about ourselves and get to know you. Who knows? This could be the start of a legendary client/ agency partnership.</p> <p> </p> <p><strong>Nick Ellis is the founder and creative partner at <a href="https://www.thedrum.com/profile/halo" rel="nofollow">Halo</a>.</strong></p> Key B2B Takeaways From the 2019 Internet Trends Report https://www.toprankblog.com/2019/06/key-b2b-takeaways-from-the-2019-internet-trends-report/ Online Marketing Blog urn:uuid:3a1b00bb-6721-b74b-79fc-955bffb3adea Wed, 19 Jun 2019 10:30:04 +0000 <p>The post <a rel="nofollow" href="https://www.toprankblog.com/2019/06/key-b2b-takeaways-from-the-2019-internet-trends-report/">Key B2B Takeaways From the 2019 Internet Trends Report</a> appeared first on <a rel="nofollow" href="https://www.toprankblog.com">Online Marketing Blog - TopRank®</a>.</p> <p>The post <a rel="nofollow" href="https://www.toprankblog.com/2019/06/key-b2b-takeaways-from-the-2019-internet-trends-report/">Key B2B Takeaways From the 2019 Internet Trends Report</a> appeared first on <a rel="nofollow" href="https://www.toprankblog.com">Online Marketing Blog - TopRank®</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/OnlineMarketingSEOBlog?a=P82ClzeATi0:u3OHKBn0G_8:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/OnlineMarketingSEOBlog?d=yIl2AUoC8zA" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/OnlineMarketingSEOBlog/~4/P82ClzeATi0" height="1" width="1" alt=""/> Bulbs just got cooler http://www.afaqs.com/news/story/55292_Bulbs-just-got-cooler BREAKING NEWS: Advertising urn:uuid:13b2f39d-1273-56d6-8752-51073355fbec Thu, 20 Jun 2019 07:30:00 +0000 <a href="http://www.afaqs.com/news/story/55292_Bulbs-just-got-cooler"><img src="http://www.afaqs.com/all/news/images/news_story_grfx/2019/55292_1_home_small.jpg" alt=" " hspace="5" align="left" width="59" height="59" border="0"/></a> After anti-germ fans, smart water and anti-bacterial paint it's the turn for light bulbs to flaunt their 'cool quotient'. The bulbs from Halonix and Crompton have a tale to tell. Tips for Diagnosing Steep Drops in Organic Search Traffic https://www.practicalecommerce.com/tips-for-diagnosing-steep-drops-in-organic-search-traffic Practical Ecommerce urn:uuid:2efae5a4-9803-5331-7739-a27fe68981c7 Wed, 19 Jun 2019 14:00:51 +0000 <p>If you own or manage an ecommerce business and organic search traffic drops suddenly, it can feel like the sky is falling. You might not know what went wrong. Here are a few tips for diagnosing a steep drop in organic traffic to your ecommerce site.</p> <p>The post <a rel="nofollow" href="https://www.practicalecommerce.com/tips-for-diagnosing-steep-drops-in-organic-search-traffic">Tips for Diagnosing Steep Drops in Organic Search Traffic</a> appeared first on <a rel="nofollow" href="https://www.practicalecommerce.com">Practical Ecommerce</a>.</p> Unilever CEO says Keith Weed’s replacement will be a ‘CMO++’ https://www.marketingweek.com/2019/06/19/unilever-keith-weeds-replacement-cmo/ Marketing Week urn:uuid:4b600fe4-c80a-d514-b278-f9a09cde3dd1 Wed, 19 Jun 2019 14:36:53 +0000 <p>Alan Jope says the top marketing role has taken a while to fill as the business has been refining what it means to be CMO at Unilever and looking at both internal and external candidates.</p> <p>The post <a rel="nofollow" href="https://www.marketingweek.com/2019/06/19/unilever-keith-weeds-replacement-cmo/">Unilever CEO says Keith Weed’s replacement will be a &#8216;CMO++&#8217;</a> appeared first on <a rel="nofollow" href="https://www.marketingweek.com">Marketing Week</a>.</p> <div class="media media-img alignnone"><img class="alignnone size-full wp-image-703364" src="https://marketingweek.imgix.net/content/uploads/2018/01/23172942/unilever-750.jpg?auto=compress,format,&amp;crop=faces,entropy,edges&amp;fit=crop&amp;q=60&amp;w=750&amp;h=400" alt="unilever" width="750" height="400" data-img-id="703364" srcset="https://marketingweek.imgix.net/content/uploads/2018/01/23172942/unilever-750.jpg?auto=compress,format,&amp;crop=faces,entropy,edges&amp;fit=crop&amp;q=60&amp;w=750&amp;h= 750w, https://marketingweek.imgix.net/content/uploads/2018/01/23172942/unilever-750.jpg?auto=compress,format,&amp;crop=faces,entropy,edges&amp;fit=crop&amp;q=60&amp;w=485&amp;h=259 485w" sizes="(max-width: 750px) 100vw, 750px"></div> <p>Unilever CEO Alan Jope plans to replace former chief marketing and communications officer Keith Weed with what he describes as a &ldquo;CMO++&rdquo;.</p> <p>&ldquo;It won&rsquo;t be an identical role &ndash; we&rsquo;ll chop off 20% and add 20%. It will still be chief marketing officer at the core and then we&rsquo;ll bolt on a few different things,&rdquo; he said.</p> <p>Jope &ndash; who was a marketer for 35 years before taking on the top job &ndash; confirmed Unilever will not be going down the same route as other FMCG giants like Coca-Cola and Mars by installing a chief growth officer as it&rsquo;s not the right move for his business.</p> <p>&ldquo;There is no perfect organisation &ndash; there is no such thing. All organisations are a series of choices and trade-offs. I&rsquo;m sure some companies are thoroughly enjoying having a chief growth officer, but we are going to have a CMO++,&rdquo; he told Marketing Week during an exclusive roundtable event at <a href="https://www.marketingweek.com/focus/cannes-lions-2019/">Cannes Lions 2019</a>.</p> <p>It has taken longer to fill the top marketing position than some of the other roles left vacant following former <a href="https://www.marketingweek.com/2018/11/29/marketer-takes-over-as-unilever-boss-paul-polman-to-retire/">CEO Paul Polman&rsquo;s departure</a> in January, Jope&rsquo;s promotion and the subsequent reshuffle, as Unilever has been refining the CMO role and what it means to the business.</p> <p>&ldquo;This is not a very modest thing to say, but we moved very quickly to repopulate the Unilever executive. When Paul moved on and I moved up, and Nitin [Paranjpe] moved into the chief operating officer role and [another executive] decided to leave, it was Swiss cheese.</p> <p>&ldquo;We very quickly promoted some people and brought Sunny [Jain] in from Amazon [as president, beauty and personal care]. We very quickly populated that team, and the only role that has been open for a while is the CMO role &ndash; Keith&rsquo;s role. The reason why it has been open for a while is because we have looked externally and internally to make sure we get really the very best candidate for that role.&rdquo;</p> <p>There has been much speculation about who will take over the role, with Aline Santos, Unilever&rsquo;s executive vice-president of global marketing and chief diversity and inclusion officer, thought to be the front runner. But Jope said Unilever has been interviewing both internal and external candidates for the position.</p> <p>Although the company has not yet made a decision, Jope said &ldquo;stand by for news in this space&rdquo;.</p> <h2>False purpose is &lsquo;infecting&rsquo; advertising</h2> <p>Jope, who took over from Polman in January, is clear he will be continuing his predecessor&rsquo;s mission to grow the business in a purposeful and sustainable way.</p> <p>But he believes some brands are undermining its efforts by making empty promises to tackle social and cultural issues without taking action, which is beginning to &ldquo;infect&rdquo; the advertising industry and &ldquo;further destroy&rdquo; trust when it is already perilously low.</p> <p>&ldquo;We&rsquo;re at a crossroads because there are too many examples of brands undermining purposeful marketing by launching campaigns that don&rsquo;t back up what the brand says with what the brand does,&rdquo; he said.</p> <p>&ldquo;Green-washing, purpose-washing, cause-washing, woke-washing &ndash; call it what you will &ndash; it&rsquo;s bad for our industry. It is polluting purpose. We&rsquo;ve all seen it and we know it when we see it. Fake purpose is dangerous. It threatens to further destroy trust in our industry when it is already in short supply.&rdquo;</p> <p>He has therefore issued a rallying cry for the industry to reject briefs from brands that undermine purpose and contribute to the fatigue many feel towards &lsquo;brand purpose&rsquo;.</p> <p>&ldquo;Please do not damage our industry by accepting briefs for brands which don&rsquo;t want to walk the talk on purpose. Let&rsquo;s hold each other to account. If there&rsquo;s no substance behind what a brand has to say &ndash; including brands from Unilever &ndash; walk away. Refuse the brief.&rdquo;</p> <h2>Unilever will ditch brands that don&rsquo;t have purpose</h2> <p>Unilever&rsquo;s top seven brands by turnover, which includes Dove, Knorr and Persil, are all purpose driven, and the business has committed that in future every brand in its portfolio will be a brand with purpose.</p> <p>&ldquo;We will dispose of brands that we feel are not able to stand for something more important than making your hair shinier, your skin softer, your clothes whiter or your food tastier,&rdquo; he said.</p> <p>&ldquo;That&rsquo;s the black and white answer, but this is not an easy thing to do so we will give our brands some time. It won&rsquo;t be a case of &lsquo;on midnight on 31 December 2021, if you&rsquo;re not all with a purpose you&rsquo;re getting axed&rsquo;. It will be a gradual process.&rdquo;</p> <p>While Jope wouldn&rsquo;t confirm the proportion of its existing brands that are able to define their purpose he said just over half of its turnover today comes from brands it considers to be purposeful. He expects this figure to jump to 80% in a few years time, in part because this area of the portfolio is growing fastest, but also because Unilever will be &ldquo;disproportionately resourcing&rdquo; these brands.</p> <p>To help measure the performance of its purpose-led brands and the impact they have, Unilever has long had a check list, which looks at how much money needs to be spent on messaging, how much action needs to be taken on the ground and how many countries it has to show up in. But it has also recently started working with Kantar to ensure these actions are resonating with consumers, which is now a KPI marketers have to meet.</p> <p>&ldquo;Now, we are going to evaluate our brands, not by how we see them but by how consumers see them. In our tracking there is a question that says something like &lsquo;some brands are trying to go beyond just selling a product and make the world a slightly better place &ndash; do you think this applies to brand x, y, z?&rsquo; That&rsquo;s how the consumer will tell us if what we&rsquo;re doing is reaching them,&rdquo; he said.</p> <p>He used Dove and Ben &amp; Jerry&rsquo;s as examples of brands that differentiate themselves against the rest of the category on these types of dimensions.</p> <p>&ldquo;Many other brands in our portfolio still need to land that message with consumers, and it takes years. Volvo is associated with safety. Why? Because they didn&rsquo;t talk about anything else for decades,&rdquo; he added.</p> <p>&ldquo;Marketers all underestimate how quickly you can land something with the general population. It takes ages of brutal consistency before you can land a thought.&rdquo;</p> <p>To date, Unilever has acquired &euro;2.8bn (&pound;2.5bn) in turnover all of which comes from purpose-driven brands and it has disposed of &euro;4bn (&pound;3.6bn) of turnover, which is a mixture of brands that it either feels don&rsquo;t have a long-term proposition purpose, or are stuck in low-growth categories.</p> <p>The post <a rel="nofollow" href="https://www.marketingweek.com/2019/06/19/unilever-keith-weeds-replacement-cmo/">Unilever CEO says Keith Weed’s replacement will be a &#8216;CMO++&#8217;</a> appeared first on <a rel="nofollow" href="https://www.marketingweek.com">Marketing Week</a>.</p> In OTT video, features are as important as content https://marketingland.com/in-ott-features-are-as-important-as-content-262716 Marketing Land - Internet Marketing News, Strategies &amp; Tips urn:uuid:57062e05-70f3-2c13-87ca-f08b9d75485e Wed, 19 Jun 2019 11:05:51 +0000 Marketers must understand the benefits of collaboration with product teams to promote UX and other aspects of their business users care about.<br/> <br/> Please visit Marketing Land for the full article.<div class="feedflare"> <a href="http://feeds.marketingland.com/~ff/mktingland?a=VIiQFSg819Y:C227tiUakko:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/mktingland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.marketingland.com/~ff/mktingland?a=VIiQFSg819Y:C227tiUakko:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/mktingland?d=qj6IDK7rITs" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/mktingland/~4/VIiQFSg819Y" height="1" width="1" alt=""/> Audi, Doritos do Spider-Man marketing and Ed Sheeran makes a ketchup ad: Marketer’s Brief https://adage.com/article/cmo-strategy/audi-doritos-do-spider-man-marketing-and-ed-sheeran-makes-ketchup-ad-marketers-brief/2179086 BREAKING NEWS: Advertising urn:uuid:0f37bb4c-ce37-0509-56db-240d32665619 Wed, 19 Jun 2019 21:04:55 +0000 <p dir="ltr"><em>Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to eschultz@adage.com.</em></p> <p><br /> The new Spider-Man movie won’t open for another two weeks, but the brand integrations are in full swing. Audi today released a digital video portraying Peter Parker at a school science fair. The spot, by M/H VCCP (formerly Muhtayzik Hoffer), plugs the automaker’s Audi e-tron GT concept car. Audi also struck a product placement deal with Sony Pictures Entertainment for the film, called “Spider-Man: Far From Home.” Scenes include the Audi A7, Audi Q8 and Audi e-tron SUV. “E-tron” is the moniker Audi is using for its new line-up of electric vehicles. The automaker’s electric push recently suffered a setback when it had to <a href="https://adage.com/article/tech/audi-recalls-its-first-electric-suv-us-risk-battery-fire/2177511">recall some of the e-tron SUVs</a> because of a battery issue, which apparently even Spider-Man could not fix.</p> <p><br /> &nbsp;</p> <p dir="ltr">&nbsp;</p> <p dir="ltr">Doritos is also out with a Spidey marketing play. The PepsiCo brand made a limited supply of "Incognito Doritos," which look like bags of Doritos, but transform into a Spider-Man suit. The bags are available via a sweepstakes.</p> <p>&nbsp;</p> <p dir="ltr">Brands are also jumping on one of the summer’s other big blockbusters, “Toy Story 4,” which hits theaters tomorrow. The revived Disney franchise is occupying a prominent place on several retailer websites including Target and Amazon. “The gang’s all here,” reads a Walmart promo featuring characters Woody and Buzz Lightyear, who, at 23 years old, are even older than eternal high schooler Peter Parker.</p> <p dir="ltr"><strong>Seeking Sneakerheads</strong><br /> Frito-Lay’s Ruffles has a new endorsement deal with NBA star Anthony Davis, who is on his way to the Los Angeles Lakers in the offseason’s first big trade. He is promoting handmade blue, red and white shoes in the first part of his so-called “Chip Deal” with Pepsico-owned Ruffles. They were designed in collaboration with the Shoe Surgeon of Los Angeles and, as the name suggests, have a top that resembles the ruffles of one of the potato chips. Kraft Heinz’s Planters, meanwhile, is selling “Crunch Force 1s” this week. The $170 kicks feature the brand’s Mr. Peanut character on the tongue and say Planters, in all caps, across the back. The Planters shoes were designed by Jeff Cole and Seth Fowler and made by sneaker manufacturer Richie Range.</p> <p><strong>Ed Sheeran x Heinz</strong><br /> In other Kraft Heinz brand news, Ed Sheeran’s love of Heinz ketchup—you know it’s true love when you tattoo it on your arm—has reached new heights. After unveiling bottles of “Edchup” earlier this month, Sheeran is now starring in a global campaign that includes a commercial featuring a plot he came up with, about using his beloved red condiment at a posh restaurant, as well as print ads featuring that tattoo. The commercial comes from David. And in case you didn’t do the math yourself, Heinz says one-third of <a href="https://nam01.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.instagram.com%2Fheinz%2F%3Fhl%3Den&amp;data=02%7C01%7CJWohl%40adage.com%7C6b148ba01ecc41c6dfa408d6ea854dc0%7C2c6dce2dd43a4e78905e80e15b0a4b44%7C0%7C0%7C636954255599654740&amp;sdata=KqMVcXtUaFHjLvUTnpX9Un8SgPw9eKLJ9BA0vRrdUIk%3D&amp;reserved=0">@HEINZ</a> Instagram posts going back to 2014 include people mentioning or tagging Sheeran.</p> <p>&nbsp;</p> <p dir="ltr"><strong>S’more Summer begins</strong><br /> L.L. Bean is kicking off a new marketing campaign, “S’more Out of Summer,” designed to get people outside, a new iteration of its recent “Be an Outsider” platform. The retailer will host a pop-up backyard campsite at cities including New York City, Boston and Buffalo. L.L. Bean, which is also promoting a guide of summer activities, plans to offer Uber rides to and from the locations. The sites will include s’mores roasting, yard games, and, perhaps most importantly, “sounds of the outdoors” provided by the National Park Foundation’s Parktracks audio clips. Serenity now.</p> <p><strong>Would you buy this?</strong><br /> Hot K-pop band BTS collaborated with Uniqlo on a line of clothing, BT21. Items go on sale Friday.</p> <p dir="ltr"><strong>Number of the week</strong><br /> $5 billion: the amount consumers spent on traditional&nbsp;watches for the12 months ended March 2019, compared with $4 billion spent on smartwatches, according to the NPD Group’s Watch Total Market Report.</p> <p dir="ltr"><strong>Tweet of the week</strong></p> <p dir="ltr"><strong>Comings and goings</strong><br /> S’well has a new CMO. The popular water bottle brand recently appointed Josh Dean as its top marketer. He had been CMO at men’s underwear brand Tommy John.</p> <p>Under Armour has tapped Sean Eggert as SVP of global sports marketing. He comes from Red Bull, where he spent 11 years, most recently as VP, head of sports marketing.</p> <p><em>Contributing: Jessica Wohl, Adrianne Pasquarelli, E.J. Schultz</em></p> A sex-toy company is accusing New York's MTA of sexism and censorship after it rejected proposed ads https://www.businessinsider.com/dame-sex-toy-company-sued-new-york-mta-ad-rejection-2019-6 BREAKING NEWS: Advertising urn:uuid:094dcaa9-8e68-8322-a852-d1a7814b189c Wed, 19 Jun 2019 16:54:15 +0000 <p><img src="https://static5.businessinsider.com/image/5d0a5e3de3ecba249a4bfc13-830/screen%20shot%202019-06-19%20at%20120851%20pm.png" border="0" alt="Dame sex toy MTA lawsuit ads" data-mce-source="Dame" data-link="https://www.dameproducts.com/pages/subway"></p><p></p> <ul class="summary-list"> <li><strong><a href="https://www.businessinsider.com/category/dame">Dame</a>, a sex-toy company founded by women, has filed a lawsuit against New York's Metropolitan Transportation Authority.</strong></li> <li><strong>The company says the agency is using a double standard in rejecting its ads while allowing other sexually based ads.</strong></li> <li><strong>The MTA says its policies were made very clear from the beginning.</strong></li> <li><strong><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</strong></li> </ul> <p>Dame, a company that makes "female-friendly" sex toys, has filed a lawsuit against New York's Metropolitan Transportation Authority, alleging sexism and censorship at the state agency after it rejected its proposed advertisements.</p> <p>In the federal lawsuit filed Tuesday, Dame's founder, Alexandra Fine, said the agency, which operates all commuter rail, subway, and bus service in New York, was initially receptive to its design pitches and worked with it on its first drafts in September.</p> <p><img style="float:right;" src="https://static3.businessinsider.com/image/5d0a5ec8e3ecba24c9331b06-525/screen%20shot%202019-06-19%20at%20112518%20am.png" border="0" alt="Subway sexual ads Dame lawsuit MTA" data-mce-source="Court filings"></p> <p>By October, the MTA's vendor that handles advertising said the agency had no objections to the updated proposals, Dame claimed in court filings. But shortly after, the representative changed course, saying the MTA was rejecting the ads because they "entangle the MTA experience with the ad messaging."</p> <p>That didn't sit right with Dame, given how rampant other sex-filled ads are in the system, even ones that reference trains and buses, according to the suit.</p> <p>"Although the MTA has previously welcomed advertisements that celebrate human sexuality and openly discuss sexual health and function—not to mention advertisements that use sexual imagery or explicit text to sell consumer goods—the MTA excluded Dame from this vibrant public discourse and denied Dame coveted advertising space," the lawsuit reads.</p> <p>"Unable to justify this arbitrary and unlawful decision, the MTA cited only a bogus interpretation of its own advertising regulations ginned up for the sole purpose of quashing Dame's proposed images."</p> <p>The MTA has not yet been served with the suit in an official capacity, and Maxwell Young, the agency's chief external affairs officer, offered the following comment:</p> <blockquote> <p>"We have not been served with this lawsuit and cannot comment on it directly, but their public statements are clearly inaccurate as the MTA's advertising is in no way gender-based or viewpoint discriminatory. The <a href="https://gcc01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fweb.mta.info%2Fmta%2Frealestate%2FPDF%2FMTA-Advertising-FAQs.pdf&amp;data=02%7C01%7Cstarek%40mtahq.org%7Cb508962544eb4452b7d708d6f41c6917%7C79c07380cc9841bd806b0ae925588f66%7C0%7C1%7C636964800185451698&amp;sdata=V82LsHcL9s0ccEnyAFQOL6eyAxUR3z53yTVOe7fAHBo%3D&amp;reserved=0">MTA's FAQs about its advertising policy</a> clearly states that advertisements for sex toys or devices for any gender are not permitted, and advertising for FDA approved medication - for either gender - is permitted. In its proprietary capacity as the operator of a transit system used by all New Yorkers, the MTA is constitutionally entitled to draw reasonable content-based distinctions between different types of advertisements and to consider its diverse customers. We intend to vigorously defend this lawsuit and will be represented by the preeminent First Amendment lawyer Victor Kovner and his colleagues."</p> </blockquote> <p>A spokesperson for Outfront, the vendor contracted by the MTA to handle advertising, declined to comment.</p> <p>"Vibrators are regularly prescribed by doctors as <a href="https://pdfs.semanticscholar.org/c955/755cba15bb49eaecc7a6eba4d7919bee62af.pdf">a drug-free, affordable solution for low-libido, arousal disorders</a>, and sexual function issues for those recovering from abuse, cancer, and more," Dame <a href="https://www.dameproducts.com/pages/subway">said on a site for its campaign</a>. "If vibrator companies can't advertise, those people won't know what options are available to them."</p> <p>It's not the first time advertising has caused controversy at the MTA. In 2016, the agency <a href="https://nypost.com/2016/03/03/mtas-ban-anti-muslim-ads-on-subway-is-legal-court-rules/">banned anti-Muslim ads from the Southern Poverty Law Center-designated hate group the American Freedom law Center</a>, which the group vowed to fight in court.</p> <p>You can read the full lawsuit below:</p> <div> <p style=" margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block;"> <a title="View A sex toy company is accusing New York's MTA of sexism and censorship after it rejected proposed ads on Scribd" href="https://www.scribd.com/document/413877106/A-sex-toy-company-is-accusing-New-York-s-MTA-of-sexism-and-censorship-after-it-rejected-proposed-ads#from_embed" style="text-decoration: underline;">A sex toy company is accusing New York's MTA of sexism and censorship after it rejected proposed ads</a> by <a title="View Graham's profile on Scribd" href="https://www.scribd.com/user/442256871/Graham#from_embed" style="text-decoration: underline;">Graham</a> on Scribd</p> <iframe class="scribd_iframe_embed" title="A sex toy company is accusing New York's MTA of sexism and censorship after it rejected proposed ads" src="https://www.scribd.com/embeds/413877106/content?start_page=1&amp;view_mode=scroll&amp;access_key=key-dwikzNIf4n91MDZgQFXC&amp;show_recommendations=true" data-auto-height="false" data-aspect-ratio="0.75" scrolling="no" id="doc_41777" width="100%" height="600" frameborder="0"></iframe> </div><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/sex-toy-company-we-vibe-was-fined-c4-million-for-spying-on-its-customers-through-their-smart-vibrators-2017-3?IR=T" >Sex-toy company We-Vibe was fined $3 million for spying on its customers through their smart vibrators</a></strong></p> <p><a href="https://www.businessinsider.com/dame-sex-toy-company-sued-new-york-mta-ad-rejection-2019-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/tesla-model-s-race-car-electric-series-production-car-series-2019-5">This company turned the Model S into the first official Tesla race car</a></p> New edition of SEO success factors reinforces the importance of content https://searchengineland.com/new-edition-of-seo-success-factors-reinforces-the-importance-of-content-318449 Search Engine Land: News About Search Engines &amp; Search Marketing urn:uuid:03508b20-6b05-412f-fff7-7cba65a86480 Wed, 19 Jun 2019 08:30:07 +0000 A theme that resounded in the SEO community during SMX Advanced in Seattle was that Google wants relevant, differentiated content above all else.<br/> <br/> Please visit Search Engine Land for the full article.<div class="feedflare"> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:-BTjWOF_DHI"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=8l3pCoH2cJo:9ZPmMp70HVE:-BTjWOF_DHI" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=8l3pCoH2cJo:9ZPmMp70HVE:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:7Q72WNTAKBA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=7Q72WNTAKBA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=8l3pCoH2cJo:9ZPmMp70HVE:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=8l3pCoH2cJo:9ZPmMp70HVE:V-t1I-SPZMU"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=V-t1I-SPZMU" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/searchengineland/~4/8l3pCoH2cJo" height="1" width="1" alt=""/> YouTube ‘supports’ advertisers pulling spend amid brand safety concerns https://www.marketingweek.com/2019/06/19/youtube-supports-advertisers-pulling-spend-amid-brand-safety-concerns/ Marketing Week urn:uuid:cfc09aa4-c11e-e03f-9485-c8ae9c3fe47e Wed, 19 Jun 2019 09:31:42 +0000 <p>Google says advertisers should pull spend from its YouTube streaming platform if it means it helps them to "understand what’s there" and "do the right thing".</p> <p>The post <a rel="nofollow" href="https://www.marketingweek.com/2019/06/19/youtube-supports-advertisers-pulling-spend-amid-brand-safety-concerns/">YouTube &#8216;supports&#8217; advertisers pulling spend amid brand safety concerns</a> appeared first on <a rel="nofollow" href="https://www.marketingweek.com">Marketing Week</a>.</p> <div class="media media-img alignnone"><img class="alignnone size-full wp-image-730451" src="https://marketingweek.imgix.net/content/uploads/2019/03/18211214/youtube2.jpg?auto=compress,format,&amp;crop=faces,entropy,edges&amp;fit=crop&amp;q=60&amp;w=750&amp;h=450" alt="" width="750" height="450" data-img-id="730451"></div> <p>Google says it supports advertisers&rsquo; decision to pull spend from YouTube if they are concerned about their ads appearing next to harmful content.</p> <p>In response to <a href="https://www.marketingweek.com/2019/04/12/procter-gamble-new-media-supply-chain/">the threat earlier this year from the world&rsquo;s largest advertiser</a>, Procter &amp; Gamble, to pull digital spend from Google and Facebook, Google&rsquo;s president of EMEA business &amp; operations, Matt Brittin, said: &ldquo;You have to take the CMO with the stature of Marc Pritchard very seriously.</p> <p>&ldquo;In the context of brand safety, we&rsquo;ve definitely seen some of the bigger advertisers pull back spend while they understand what&rsquo;s there and make sure they do the right thing. And we recommend that where they have concerns about it.</p> <p>&ldquo;We take the responsibility very seriously, we&rsquo;re in it for the long term. Any advertiser who wants to think about what they&rsquo;re doing differently, we support them in doing that.&rdquo;</p> <p>Brittin was speaking at this year&rsquo;s <a href="https://www.marketingweek.com/focus/cannes-lions-2019/">Cannes Lions festival</a>, which today (19 June) will see the <a href="https://www.marketingweek.com/2019/06/18/brands-and-tech-giants-come-together-to-launch-first-digital-safety-alliance/">newly-formed Global Alliance for Responsible Media</a> meet for the first time.</p> <p>Aimed at rapidly improving digital safety, the alliance marks the first time all sides of the media industry have come together, including 16 of the biggest advertisers as well as a number of global agencies, and media and tech platforms. Google, Twitter Facebook are also part of the alliance.</p> <p>&ldquo;The announcement around the responsible media effort is really welcome,&rdquo; Brittin said. &ldquo;I hope it leads to more common standards around measurement, attribution and the way we work as an industry.&rdquo;</p> <p>Procter &amp; Gamble and Unilever are among the brands involved in the new cross-industry initiative. And P&amp;G&rsquo;s marketing boss Marc Pritchard said he hopes the alliance can move the digital industry to &ldquo;transparency 2.0&Prime;.</p> <p>&ldquo;Now all the measured platforms have measurement and verification in place for viewability, audience reach and anti-fraud, we&rsquo;re moving to transparency 2.0, which is auditing of brand safety and control over content quality,&rdquo; he told Marketing Week at Cannes <a href="https://www.marketingweek.com/2019/06/17/pg-reach-ad-spend/">earlier this week</a>.</p> <p>&ldquo;Civility of editorial comments and cross-platform measurement to ensure we don&rsquo;t have excess frequency of advertising, that&rsquo;s the next generation, which is one of the reasons why we&rsquo;re now banding together as an industry consortium.&rdquo;</p> <p>At the beginning of the year, YouTube moved to disable almost all comments on videos featuring children following concerns over predatory comments.</p> <p>While 75% of the 8 million YouTube videos taken down in Q1 were flagged by a machine, monitoring editorial comments is much harder. However, YouTube says it is in the process of training AI to be able to identify extremist and harmful comments.</p> <p>The post <a rel="nofollow" href="https://www.marketingweek.com/2019/06/19/youtube-supports-advertisers-pulling-spend-amid-brand-safety-concerns/">YouTube &#8216;supports&#8217; advertisers pulling spend amid brand safety concerns</a> appeared first on <a rel="nofollow" href="https://www.marketingweek.com">Marketing Week</a>.</p> Google Lets Advertisers Promote YouTube Live Streams as Display Ads via @MattGSouthern http://tracking.feedpress.it/link/13962/12026006 Search Engine Journal urn:uuid:1d8ca0d9-e332-2bef-efc8-d1ec66b10931 Wed, 19 Jun 2019 03:40:06 +0000 <p>Google is introducing a new ad format that lets marketers run YouTube live streams in display ads. Live stream ads can appear anywhere Google’s display ads are shown. So a person could be scrolling through a website, such as this one, and see a live stream playing right where an ad would be. People can expand the video to full screen and interact with the live stream just as they could on YouTube. Here’s an example of what a live stream ad looks like: Live streaming on YouTube is free, so advertisers will only have to pay for the ad […]</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-lets-advertisers-promote-youtube-live-streams-as-display-ads/313067/">Google Lets Advertisers Promote YouTube Live Streams as Display Ads via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12026006.gif" height="1" width="1"/> Nike’s Lions streak continues, Quibi’s $100M ad haul, Nix gets nixed: Cannes Nightcap Day Three https://adage.com/article/special-report-cannes-lions/nikes-lions-streak-continues-quibis-100m-ad-haul-nix-gets-nixed-cannes-nightcap-day-three/2179081 BREAKING NEWS: Advertising urn:uuid:2d7dd05e-e0ed-eb32-1639-c171c0583bc4 Wed, 19 Jun 2019 21:26:26 +0000 <p dir="ltr"><em>If you missed the first couple editions of Cannes Nightcap, no worries—they’re right <a href="https://adage.com/article/special-report-cannes-lions/cannes-nightcap-day-one-nike-ikea-google-score-early-lions-cannes-buzzword-bingo-instagram/2178656">here</a>&nbsp;and <a href="https://adage.com/article/special-report-cannes-lions/cannes-nightcap-day-deux-nikes-dream-crazy-keeps-winning-plus-nwi-networking-while-intoxicated/2178886">here</a>. </em></p> <p dir="ltr">As Day Three of the Cannes Lions International Festival of Creativity winds down, we’re going to take a moment to dis Day One and Day Two, which in retrospect seemed rather sleepy (beyond some announcements of some high-profile Lions wins).</p> <p>But Day Three!—Day Three&nbsp;was <em>$$$$</em>. Mainly because it kicked off with Quibi cofounder Jeffrey Katzenberg and CEO Meg Whitman taking the stage at the Palais Wednesday morning to announce that their short-video service has already booked $100 million in advertising leading up its planned launch next April.</p> <p dir="ltr">Joining them on stage in their victory lap was one of their most powerful patrons: Marc Pritchard, chief brand officer of Procter &amp; Gamble—and it turns out Quibi has also secured ad commitments from Anheuser-Busch InBev, Google, PepsiCo, Progressive and Walmart. <a href="https://adage.com/article/special-report-cannes-lions/quibi-secures-100-million-ad-commitments-ahead-launch/2178936">Jeanine Poggi reports</a> that the combined $100 million haul from those brands puts Quibi two-thirds of the way toward its $150 million first-year ad goal.</p> <p dir="ltr"><strong>I’m your Venus</strong><br /> Another thing that made Day Three at least three times better than the last two days: Ad Age’s annual Cannes Lawn Party, which sources (us) insist is hands-down the best fête in town so far this year. We’re&nbsp;pulling together a slideshow of some of the hundreds of VIPs (e.g., Wendy Clark, Arthur Sadoun, Tim Leake) who shuffled onto the verdant expanse in front of Le Grand Hotel—always a merciful escape from the blazing sun—starting at 5:30 p.m. Wednesday. Meanwhile, you can find out more about the party's guest of honor, Arnel Villanueva of BBDO Guerrero Manila, the winner of Ad Age’s 10th Annual Young Creative Cover Contest, in Ad Age Editor Brian Braiker’s <a href="https://adage.com/article/special-report-cannes-lions/why-ancient-venus-figure-our-cannes-cover-girl/2177616">“Why an ancient Venus figure is our Cannes cover girl.”</a></p> <p dir="ltr"><strong>More roar</strong><br /> “Nike has scored another big Grand Prix win, this time in Media, for its ‘Air Max Graffiti Store’ campaign—which found new ways to fuse tech with creative while also tapping into Brazil’s niche graffiti culture to boost sales,” <a href="https://adage.com/article/special-report-cannes-lions/nike-wins-big-again-scoring-cannes-grand-prix-media/2179001">George P. Slefo reports</a>. (On Tuesday, Nike’s “Dream Crazy” work featuring Colin Kaepernick scored the <a href="https://adage.com/article/special-report-cannes-lions/nikes-dream-crazy-takes-inaugural-entertainment-sport-grand-prix-cannes/2178686">inaugural Grand Prix in the new Entertainment for Sport Lions</a>, adding to the <a href="https://adage.com/article/special-report-cannes-lions/nikes-dream-crazy-colin-kaepernick-billboard-wins-outdoor-grand-prix-cannes-lions/2178321">Outdoor Grand Prix the campaign snagged on Monday</a>.)</p> <p dir="ltr">And “Burger King’s ‘Whopper Detour,’ which directed McDonald’s customers to the nearest Burger King with the promise of a sandwich for a penny, won the Direct Grand Prix, as well as two Gold Lions in the category,” <a href="https://adage.com/article/special-report-cannes-lions/whopper-detour-wins-direct-grand-prix-cannes-lions/2178931">I-Hsien Sherwood reports</a> of the campaign out of FCB New York that cunningly deployed BK’s mobile app and McDonald’s-detecting geofencing.</p> <p dir="ltr"><strong>The first big Cannes controversy has already fizzled out</strong><br /> Alexander Nix, founder and CEO of the now-defunct data firm Cambridge Analytica, announced today that he’s backing out of a Thursday panel at Cannes, after assorted protests; Nix was slated to be interviewed by Gillian Tett of the Financial Times. More details <a href="https://adage.com/article/special-report-cannes-lions/cambridge-analytica-founder-backs-out-cannes-panel-amid-protest/2178986">here</a>.</p> <p dir="ltr">The disgraced Nix was an odd “get” for the festival to begin with, given how radioactive he and his former firm became in the wake of some grotesque revelations about the company's&nbsp;tactics thanks to some undercover reporting by Britain’s Channel 4 (e.g., as The Washington Post summed up in March 2018, <a href="https://www.washingtonpost.com/news/the-switch/wp/2018/03/19/cambridge-analytica-ceo-appears-to-talk-about-using-bribes-and-sex-workers-to-sway-elections-on-secretly-recorded-news-video/?noredirect=on&amp;utm_term=.dd6cd380933e">“Cambridge Analytica CEO appears to talk about using bribes and sex workers to sway elections on secretly recorded news video”</a>). Try, try again, Alexander. Maybe CES will take you. Or SXSW. Or the Coney Island Circus Sideshow.</p> <p dir="ltr"><strong>Are the French punking us?, Cannes edition</strong><br /> I-Hsien Sherwood serves up this tale relayed by an undercaffeinated festival attendee: “I went to a coffee shop and ordered a café au lait. After some confusion, the barista left and returned with an ice cream. I tried to explain that I just wanted a coffee with some milk in it. He seemed to understand, took the ice cream, and came back with another scoop on top. I gave up and took it. It wasn’t very good.”</p> <p dir="ltr">How do you say “shrug emoji” <em>en français?</em></p> <p dir="ltr"><strong>Even more roar</strong><br /> FCB/Six Toronto’s “Go Back to Africa” initiative for Black &amp; Abroad won the Creative Data Grand Prix today, while Sweden-based Forsman &amp; Bodenfors took home the Creative Strategy Grand Prix for Volvo’s “The E.V.A. Initiative,” <a href="https://adage.com/article/special-report-cannes-lions/black-abroad-volvo-grab-grand-prix-glory-cannes/2179016">also per George</a>.</p> <p>“The Tampon Book: A Book Against Tax Discrimination” snagged the PR Grand Prix today. “To circumvent Germany’s 19 percent luxury tax on feminine hygiene products, The Female Company packaged 15 organic tampons inside a 46-page book, which was taxed at the lower 7 percent rate for daily necessities,” <a href="https://adage.com/article/special-report-cannes-lions/tampon-book-subversive-attack-unfair-tax-rates-wins-pr-grand-prix-cannes-lions/2178971">I-Hsien writes</a> of the project out of Scholz &amp; Friends in Berlin.</p> <p>And “‘Keeping Fortnite Fresh,’ Wendy’s in-game demonstration of the evils of frozen beef, won the Social &amp; Influencer Grand Prix today, narrowly beating out Nike’s ‘Dream Crazy,’ which has been the darling of this year’s show,” <a href="https://adage.com/article/special-report-cannes-lions/wendys-keeping-fortnite-fresh-bests-nikes-dream-crazy-take-social-influencer-grand-prix-cannes-lions/2179046">also per I-Hsien</a>.</p> <p dir="ltr"><strong>Keep your eyes on the prize(s)</strong><br /> Here’s today’s reminder to keep checking <a href="https://adage.com/article/special-report-cannes-lions/cannes-lions-2019-grand-prix-winners/2177751">“Cannes Lions 2019: Grand Prix winners,”</a> our gallery of the brands and agencies making the big hauls. We’ll be updating it throughout the day, every day, this week.</p> <p dir="ltr"><strong>D-to-C&nbsp;(Direct-to-Cannes)</strong><br /> As Ad Age’s &nbsp;<a href="https://adage.com/article/special-report-cannes-lions/brands-flock-cannes-their-work-tow/2176331">Lindsay Rittenhouse reported last week</a> as part of our Cannes preview coverage, “The number of brands participating in the content portion of the festival (speaker sessions, massive beach takeovers, etc.) increased to 102 this year from 85 in 2018 and 57 in 2017,” with direct-to-consumer brands making a particularly strong showing. On the ground in Cannes, Ad Age’s Jack Neff says he’s been hearing rumblings of interest—serious interest—in forming a d-to-c industry association. Stay tuned for more on that.</p> <p><strong>And finally…</strong><br /> Some <em>stunning</em> news (at least according to the Daily Mail) from Cannes: a celebrity wore a nice dress!</p> <p dir="ltr">That fawning take has us suddenly realizing that Cannes&nbsp;somehow seems less celebrity-infested than in years past. Like, we haven’t even run into Ryan Seacrest yet this year. Should we be concerned?</p> <p dir="ltr"><strong>P.S.</strong> Ad Age’s Cannes editorial team—this year it’s Ann-Christine Diaz, Alexandra Jardine, Jack Neff, Alfred Maskeroni, &nbsp;Lindsay Rittenhouse, I-Hsien Sherwood, Max Sternlicht and George Slefo—is on duty to provide you with wall-to-wall coverage of the marketing world’s annual sun-drenched celebration of (professional) thirst. To find all of their coverage, visit our <a href="https://adage.com/section/special-report-cannes-lions/1020">Cannes Lions 2019 page</a>.</p> Correction https://www.smartbrief.com/sbrequest/aid/493243C5-94F6-412B-81E7-571466D6A0F2 BREAKING NEWS: Advertising urn:uuid:cfdf301d-4487-4ff9-9704-ff2beaf7c2eb Wed, 19 Jun 2019 14:25:58 +0000 <div style="clear:both;margin:20px auto;color:#666;">A news summary in Tuesday's edition of IAB SmartBrief contained an incorrect statement regarding the status of the General Da Angst at Cannes, P&G embraces cause marketing, and Gary Vaynerchuk vs. the holding companies https://www.businessinsider.com/this-weeks-advertising-and-media-news-2019-6 BREAKING NEWS: Advertising urn:uuid:6b749250-a483-bcae-efb4-25c64082443d Wed, 19 Jun 2019 03:13:28 +0000 <p><img style="float:right;" src="https://static4.businessinsider.com/image/5bb7cc1d49aa85647d0b8b1b-1500/carolyn everson.jpg" border="0" alt="Carolyn Everson" data-mce-source="(Photo by Paul Morigi/Getty Images for Fortune)" data-mce-caption="WASHINGTON, DC - OCTOBER 11: Vice President, Global Marketing Solutions, Facebook Carolyn Everson speaks onstage at the Fortune Most Powerful Women Summit - Day 3 on October 11, 2017 in Washington, DC." /></p><p></p> <p>Hello!</p> <p>Welcome to the Advertising and Media Insider newsletter, our weekly roundup of all the big stories we've been covering. Send me tips or feedback at lmoses@businessinsider.com.</p> <p>This week, senior reporter Tanya Dua's been reporting from the annual advertising gathering in Cannes, France, where ad chiefs wrestle with how to get their messages out to consumers as people shut out ads, the tech giants clamp down on targeting, and privacy regulation gains steam.</p> <p>Here's a sampling of what they had to say:</p> <p><a href="https://www.businessinsider.com/pg-partnering-with-john-legend-and-arianna-huffington-at-cannes-2019-6">Procter &amp; Gamble's Marc Pritchard said</a> the packaged goods giant is increasing its focus on nontraditional advertising, tying up with personalities like John Legend and Arianna Huffington to sell everything from diapers to toothpaste. And while using celebrities and entertainment to sell products is nothing new, Pritchard said what P&amp;G is doing is different because it's leaning hard into focusing on causes people care about.</p> <p><a href="https://www.businessinsider.com/measuring-results-is-among-marketers-biggest-challenges-2019-6">Mark Read, the CEO of WPP, said</a> with ad targeting falling out of favor, advertisers can back off on targeting, but measuring the results remains an issue.</p> <p>"There's only a certain amount of targeting you really need to do," he said during a panel. "The challenge comes down to measurement and efficiency. <span>Can we see the results of what we're investing, and there I think it is more problematic.</span>"</p> <p><a href="https://www.businessinsider.com/facebook-says-advertisers-should-focus-on-its-massive-reach-2019-6">Facebook top salesperson Carolyn Everson said</a> the platform is still a good place for brands to advertise even as it becomes more privacy-centric, highlighting its Watch and Stories video ads.&nbsp;</p> <p>"There's still a plethora of ways to utilize our platforms," she told Business Insider. "It's not like targeting is going away &mdash; we don't think relevant ads and privacy are at odds."</p> <p>Here are other stories we've been reporting. (You can read most of the articles here by subscribing to <a href="https://www.businessinsider.com/subscription/prime-vip">BI Prime</a>; use promo code AD2PRIME2018 for a free month.)</p> <p><strong><a href="https://www.businessinsider.com/gary-vaynerchuk-discusses-taking-on-the-agency-holding-companies-2019-6">VaynerMedia CEO Gary Vaynerchuk says his bootstrapped digital media company is generating more than $130 million and is coming for WPP and Omnicom &mdash; with no 'meaningful competitor' in sight</a></strong><br />In time for Cannes, the divisive Vaynerchuk boasts in a wide-ranging interview that his company is on a tear and stealing clients from the agency giants by focusing on speed, creative volume, and sales results.</p> <p><a href="https://www.businessinsider.com/a-group-nine-and-refinery29-merger-would-face-big-challenges-2019-6"><strong>Rumors keep swirling about a Group Nine and Refinery29 merger, but pulling it off would be rough for everyone</strong></a><br />Combining could be the best outcome for the many digital media companies that are unprofitable. I talked to M&amp;A experts to dig into why getting these kinds of deals done is so vexing. For starters, there's no straightforward way to value such businesses.</p> <p><strong><a href="https://www.businessinsider.com/imran-khan-e-commerce-startup-verishop-can-take-on-amazon-2019-6">Former Snap CSO Imran Khan has launched his new e-commerce startup Verishop, which industry experts say can solve for some of Amazon's key weaknesses</a></strong><br />Khan is pitching Verishop as a more trusted and pleasant shopping alternative to Amazon and other online retailers. Still, Amazon is a global giant playing in many lanes, including advertising, and the fact that Verishop won't monetize itself through ads could be a missed opportunity, observers said.</p> <p><strong><a href="https://www.businessinsider.com/sizmek-spins-off-peer39-as-standalone-company">Sizmek's contextual-targeting business is one bright spot for the bankrupt ad-tech firm, and a group of industry execs is spinning it out into a new company</a> </strong><br />Ad-tech firm Sizmek, which has been spinning off parts of its business, has been a poster child for ad tech consolidation. Lauren Johnson reports on how its latest spinoff, Peer39, could be a bright spot by addressing marketers' growing privacy and regulation challenges.</p> <p><strong><a href="https://www.businessinsider.com/how-facebooks-cmo-antonio-lucio-is-fixing-the-dented-brand-2019-6">Facebook's marketing chief Antonio Lucio talks about how he plans to fix the dented brand, why he's using agencies for the first time, and what it's like to work at a founder-led company</a></strong><br />Facebook just announced a new ad campaign; its CMO talks about how it'll use an array of media and agencies to regain user trust after years of scandal and measurement mistakes.</p> <p>Here are other stories from media, tech, and advertising you should check out:</p> <p><a href="https://www.businessinsider.com/2019-box-office-down-from-2018-even-after-avengers-endgame-2019-6">Even after 'Avengers: Endgame,' this year's box office is down thanks to a bleak summer full of stale sequels</a></p> <p><a href="https://www.businessinsider.com/peloton-ipo-business-model-analysis-investors-bullish-2019-6">Peloton, the fitness startup with a cultlike following, could go public at an $8 billion valuation. Insiders reveal why its business seems set to explode.</a> <br /><br /><a href="https://www.businessinsider.com/mediamath-and-whiteops-partner-on-ad-fraud">'The stakes have gotten higher': MediaMath is trying to block ad fraud before it happens and will offer vetting tools for free to advertisers</a></p> <p><a href="https://www.businessinsider.com/espn-hulu-disney-streaming-bigger-than-netflix-us-5-years-2019-6">Morgan Stanley says Disney will steal Netflix's streaming throne in the US within 5 years &mdash; but will trail globally by a wide margin</a><br /><br /><a href="https://www.businessinsider.com/dun-and-bradstreet-agreed-to-acquire-data-platform-lattice-engines-2019-6">Dun &amp; Bradstreet agreed to acquire a data platform to get a bigger piece of marketing budgets and keep ahead of startups and marketing clouds</a></p><p><a href="https://www.businessinsider.com/this-weeks-advertising-and-media-news-2019-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/mount-everest-death-zone-first-hand-account-2017-9">The world's tallest mountains like Mount Everest and K2 have a 'death zone' — here's a first-hand account of what it's like</a></p> Wendy's 'Keeping Fortnite Fresh' bests Nike's 'Dream Crazy' to take Social & Influencer Grand Prix at Cannes Lions https://adage.com/article/special-report-cannes-lions/wendys-keeping-fortnite-fresh-bests-nikes-dream-crazy-take-social-influencer-grand-prix-cannes-lions/2179046 BREAKING NEWS: Advertising urn:uuid:b5e6c29c-f59c-c402-b490-257a124adf5f Wed, 19 Jun 2019 20:25:29 +0000 <p>“Keeping Fortnite Fresh,” Wendy’s in-game demonstration of the evils of frozen beef, won the Social &amp; Influencer Grand Prix at the Cannes Lions International Festival of Creativity, narrowly beating out Nike’s “Dream Crazy,” which has been the darling of this year’s show.</p> <p>VMLY&amp;R created a digital avatar in the hit multiplayer battle royale videogame that looked suspiciously like Wendy’s own namesake. This red-hooded character showed up in the game and promptly started to ignore all of the other players, typically the main targets.</p> <p>Instead, she entered burger joints inside the game’s unpopulated cityscape, located the freezers and destroyed them. Wendy’s, after all, never uses frozen beef. This destructive escapade was streamed on Twitch where millions could watch, and the community joined in the rampage with glee. Eventually, the game’s developers swapped out all of the freezers with facilities for fresh burgers.</p> <p>“There’s so much to love about this—a brand jumping into a new form of social that Fortnite represents,” says Social &amp; Influencer Jury Chair PJ Pereira, co-founder and creative chairman at Pereira &amp; O'Dell. “There’s the mischievousness of this, the nimbleness of going there and figuring out the Little Red Riding Hood character looks just like their main character.”</p> <p>But what ultimately caused the jury to choose Wendy’s over Nike (to which they awarded two Gold Lions in this category) was what it promised might come afterward. “It was setting up a new trend instead of being the apex of a previous trend,” Pereira says. “What Nike did with ‘Dream Crazy’ is possibly the best example of purpose-driven marketing ever done. But I don’t think that Cannes is necessarily about ‘What is the best representation of a trend?’ Cannes should also be about what the next trend should be.”</p> <p>The decision was a difficult one, though. “We clearly came here with the world looking at us thinking ‘Dream Crazy’ was going to win the Grand Prix. And honestly, I think we all thought that was going to happen,” Pereira admits. “But Wendy’s showed something that made us wonder, 5 years from now, 10 years from now, that we could go back and say, ‘Maybe it started here.’”</p> Papa John’s boosts marketing, brand spending and franchisee support by $80 million https://adage.com/article/cmo-strategy/papa-johns-boosts-marketing-brand-spending-and-franchisee-support-80-million/2179096 BREAKING NEWS: Advertising urn:uuid:34a5c88d-613c-f31a-fa0f-c652d769834d Wed, 19 Jun 2019 22:22:24 +0000 <p dir="ltr">Papa John’s International&nbsp;is putting an additional $80 million into marketing and increased financial support for U.S. franchisees, citing&nbsp;a need for investment in the brand.</p> <p dir="ltr">The announcement of the $80 million injection comes as the chain continues to try to recover from steep sales declines stemming largely from the fallout over comments made by its founder, John Schnatter, who is no longer an executive or board member.</p> <p dir="ltr">Papa John’s North American same-store&nbsp;sales decreased by 6.9 percent in the first quarter, after falling 10.5 percent for all of 2018.</p> <p dir="ltr">Papa John’s says it will invest the additional funds in programs starting in the third quarter. The plans include making “significant, additional contributions” to its national marketing fund&nbsp;as it tries to boost the power of its brand message,&nbsp;which is now starting to be delivered&nbsp;by its new ambassador, investor and operator Shaquille O’Neal. Papa John's also has a new executive leading its brand strategy;&nbsp;<a href="https://adage.com/article/cmo-strategy/papa-john-s-names-karlin-linhardt-chief-marketing-officer/317153">Karlin Linhardt joined</a> as global chief marketing officer earlier this year.</p> <p dir="ltr">Papa John’s long featured founder Schnatter in its marketing, showcasing him in commercials, on the logo and even on&nbsp;pizza boxes, leaning on the story of the chain he started in 1984. After Schnatter’s use of the n-word on a media training call came to light in July 2018 in a Forbes story, Schnatter&nbsp;stepped down from the chairman post and later exited the board.</p> <p dir="ltr">The $80 million investment announced Wednesday comes after Papa John’s in 2018 contributed $10&nbsp;million to the national marketing fund and offered about $15.4 million in financial assistance to U.S. franchisees,&nbsp;through efforts such as&nbsp;short-term royalty reductions, to help those whose businesses have been struggling. It also offered nearly $4.9 million in short-term royalty reductions in the first quarter of this year.&nbsp;</p> <p dir="ltr">The company said it will&nbsp;extend financial assistance to its U.S. franchisees through lower royalties, royalty-based service incentives, and what it called targeted relief. The franchisee support is set to end in 2020, Papa John’s said.&nbsp;</p> <p dir="ltr">Papa John's has featured several franchisees, store managers and others <a href="https://adage.com/article/cmo-strategy/spot-papa-john-ad-real-employees-fixing-brand/314967">in its advertising</a> as it began its recovery plan. Now it&nbsp;plans to promote itself with O’Neal, although campaign details were not shared in Wednesday’s announcement. Papa John’s works with Endeavor Global Marketing and Havas Media.&nbsp;</p> <p dir="ltr">Earlier this week, Papa John’s announced that O’Neal selected design details for one of the Atlanta restaurants he’s investing in. The remodeled location features O’Neal’s signature on the front door&nbsp;near his size 22 footprints. Even the phone number for the shop, located on Georgia Tech University’s main campus and near the TNT Studios where O’Neal appears during the NBA season, got a makeover. It’s now “444-SHAQ.”</p> Facebook's facing a firestorm of controversy. Here's what we know about what's going on inside the social media giant right now. (FB) https://www.businessinsider.com/facebook-what-we-know-2019-5 BREAKING NEWS: Advertising urn:uuid:87bc3aeb-bafa-dcdf-2a71-2e32c35b96d4 Wed, 19 Jun 2019 16:12:00 +0000 <h2><img src="https://static2.businessinsider.com/image/5cd5f793021b4c0a2f303f44-2400/ap19130476516299.jpg" border="0" alt="facebook ceo mark zuckerberg" data-mce-source="AP Photo/Francois Mori" data-mce-caption="Facebook CEO Mark Zuckerberg arrives to meet with French president Emmanuel Macron at the Elysee Palace, in Paris, Friday, May 10, 2019. Zuckerberg is meeting French President Emmanuel Macron as the tech giant and France try to pioneer ways of fighting hate speech and violent extremism online." /></h2> <ul class="summary-list"> <li>Facebook has had a tumultuous few years.&nbsp;</li> <li>There have been bright spots, like the growth of Instagram, and big new initiatives, like its pivot to privacy and its new cryptocurrency, Libra.</li> <li>There have also been plenty of challenges, with calls to break the company up, and investors at one stage <a href="https://www.businessinsider.com/facebook-evercore-sheryl-sandberg-2018-11?r=fb-lp">wondering if COO Sheryl Sandberg might leave the company</a>.&nbsp;</li> <li>Business Insider has covered all of the drama, and has pulled together all of our recent reporting on what's going on inside of Facebook below.&nbsp;<strong><a href="https://www.businessinsider.com/subscription/prime?r=slide-library?r=fb-lp">You can read it all by subscribing to BI Prime.</a></strong></li> </ul> <p>Here's what we know about what's going on inside of Facebook right now, from its so-called "pivot to privacy," to the secretive projects it's working on:</p> <h2>New projects</h2> <ul> <li><a href="https://www.businessinsider.com/facebooks-libra-announcement-unanswered-questions-2019-6?r=fb-lp">Facebook's facing a bunch of questions about its new cryptocurrency. How it addresses them will make or break the service.</a></li> <li><a href="https://www.businessinsider.com/facebook-hires-blockchain-compliance-experts-coinbase-2019-5?r=fb-lp"><span style="color: #000000;">Facebook poaches 2 veteran compliance experts from Coinbase as rumors swirl about its blockchain project</span></a></li> <li><a href="https://www.businessinsider.com/facebook-moves-ar-glasses-team-reality-labs-2019-1?r=fb-lp"><span style="color: #000000;">Facebook is restructuring its augmented-reality glasses division as it inches closer to launch</span></a></li> <li><a href="https://www.businessinsider.com/facebook-cartilage-conduction-technology-patent-2019-3?r=fb-lp">Facebook is thinking about using 'cartilage conduction' technology in augmented reality headsets, for audio without headphones</a></li> <li><a href="https://www.businessinsider.com/facebook-legged-robotics-2019-2?r=fb-lp"><span style="color: #000000;">Facebook is trying to hire someone to work on 'legged' robots and robotic hands</span></a></li> <li><a href="https://www.businessinsider.com/catalina-facebook-bird-sized-drones-connectivity-data-2019-3?r=fb-lp">Facebook secretly explored building bird-size drones to ferry data to people with bad internet connections</a></li> <li><a href="https://www.businessinsider.com/facebook-charitable-donation-tool-instagram-shopping-revenue-2019-4?r=fb-lp"><span style="color: #000000;">Facebook's push to help raise money for charity could indirectly give it a $10 billion boost to its business</span></a></li> </ul> <h2>Mark Zuckerberg and Sheryl Sandberg</h2> <section> <ul> <li><a href="https://www.businessinsider.com/mark-zuckerberg-security-chief-liam-booth-misconduct-allegations-facebook-2019-5?r=fb-lp">Mark Zuckerberg's personal security chief accused of sexual harassment and making racist remarks about Priscilla Chan by 2 former staffers</a></li> <li><a href="https://www.businessinsider.com/surveymonkey-ceo-zander-lurie-calls-out-facebook-missteps-2019-5?r=fb-lp">Facebook has made 'material missteps' in the past 18 months, according to a close ally of Sheryl Sandberg</a></li> </ul> <section> <div data-e2e-name="byline"> <div data-e2e-name="byline-content"> <h2>Working at Facebook</h2> </div> </div> </section> <section> <ul> <li><a href="https://www.businessinsider.com/facebook-3-allied-universal-security-workers-out-investigation-2019-5?r=fb-lp">3 senior Facebook security workers are out amid investigations into finances and misconduct allegation</a></li> <li><a href="https://www.businessinsider.com/inside-facebook-physical-security-protect-mark-zuckerberg-employees-2019-2?r=fb-lp">Car-bomb fears and stolen prototypes: Inside Facebook's efforts to protect its 80,000 workers around the globe</a></li> <li><a href="https://www.businessinsider.com/facebook-execs-who-might-leave-next-insiders-2018-12?r=fb-lp">Here are the Facebook execs who insiders think might leave next</a></li> <li><a href="https://www.businessinsider.com/facebook-moderators-complain-big-brother-rules-accenture-austin-2019-2?r=fb-lp">Facebook moderators are in revolt over 'inhumane' working conditions that they say erodes their 'sense of humanity'</a></li> <li><a href="https://www.businessinsider.com/facebook-insiders-react-change-bonus-structure-2019-2?r=fb-lp">'It changes everything': Facebook insiders are cautiously optimistic about changes to employee bonuses</a></li> <li><a href="https://www.businessinsider.com/facebook-new-rules-employee-discussions-politics-bullying-religion-2019-1?r=fb-lp">Leaked memo spells out Facebook's new 'ground rules' restricting employee discussions about politics and religion</a></li> </ul> </section> </section> <h2>Pivot to privacy</h2> <ul> <li><a href="https://www.businessinsider.com/facebooks-bet-on-privacy-could-impact-advertising-2019-4?r=fb-lp">Facebook's bet on privacy may threaten advertisers' sophisticated targeting, and it could 'dramatically change' its relationship with brands</a></li> <li><a href="https://www.businessinsider.com/marketers-want-more-details-on-facebooks-move-to-encryption-2019-4?r=fb-lp"><span style="color: #000000;">Marketers want more details about how Facebook's move to encryption will impact ads</span></a></li> </ul> <h2>Facebook's relationship with advertisers</h2> <ul> <li><a href="https://www.businessinsider.com/facebook-rolls-out-new-tools-for-small-and-mid-sized-advertisers-2019-5?r=fb-lp">Facebook is ramping up its move to manage ad spend from millions of small and mid-size businesses with a new tool</a></li> <li><a href="https://www.businessinsider.com/facebook-has-a-new-plan-to-pitch-brands-on-groups-2019-4?r=fb-lp"><span style="color: #000000;">Facebook has a new plan to push brands on groups, but breaking up with the news feed is tough for marketers</span></a></li> <li><a href="https://www.businessinsider.com/facebook-revamps-its-ad-library-to-include-all-brands-ads-2019-3?r=fb-lp">Facebook is expanding its ad transparency efforts, but some advertisers worry it could hurt their ability to be competitive</a></li> <li><a href="https://www.businessinsider.com/facebook-is-giving-advertisers-more-data-on-how-it-grades-ads-but-buyers-say-its-a-step-behind-google-2019-3?r=fb-lp"><span style="color: #000000;">Facebook is giving advertisers more data on how it grades ads &mdash; but buyers say it's a step behind Google</span></a></li> </ul> <h2><span style="color: #000000;">Facebook Audience Network</span></h2> <ul> <li><a href="https://www.businessinsider.com/facebooks-yaov-arnstein-talks-about-giving-advertisers-control-over-ad-placements-2019-2?r=fb-lp">Advertisers want more say over where their ads run on Facebook's billion-dollar ad network. Here's why the company says it won't give them complete control.</a></li> </ul> <h2><span style="color: #000000;">Facebook Watch</span></h2> <ul> <li><a href="https://www.businessinsider.com/facebook-is-making-its-biggest-bet-to-date-to-take-on-youtube-for-the-70-billion-tv-ad-market-2019-2?r=fb-lp"><span style="color: #000000;">Facebook is making its biggest bet to date to take on YouTube for video dollars. Ad agencies aren't convinced.</span></a></li> </ul> <h2>Facebook Messenger</h2> <ul> <li><a href="https://www.businessinsider.com/facebook-messenger-stan-chudnovsky-interview-privacy-interoperability-2019-5?r=fb-lp">The head of Messenger answers some big questions about how Facebook's ambitious plans to connect its messaging apps will work</a></li> <li><a href="https://www.businessinsider.com/f8-2019-facebook-is-doubling-down-on-messenger-2019-5?r=fb-lp">Facebook is doubling down on Messenger, and it means advertisers will have to spend more time and energy to reach potential customers</a></li> </ul> <h2>Facebook Portal</h2> <ul> <li><a href="https://www.businessinsider.com/facebook-is-spending-millions-on-tv-advertising-to-promote-portal-2019-1?r=fb-lp">Facebook is pouring millions into TV and outspending Amazon and Google in the race to dominate voice-activated devices &mdash; but it may not be able to hold its ad-spending lead much longer</a></li> </ul> <h2>Instagram</h2> <section> <ul> <li><a href="https://www.businessinsider.com/instagram-exec-says-more-stories-ads-are-likely-coming-2019-5?r=fb-lp">Instagram's head of business says that there's 'definitely headroom' for stuffing more ads in the app &mdash; and it shows how vital Stories are to Facebook's future</a></li> <li><span style="color: #000000;"></span><a href="https://www.businessinsider.com/facebooks-instagram-is-ramping-up-its-pitch-for-direct-response-ad-dollars-2019-5?r=fb-lp">Instagram is ramping up its pitch for direct-response ad dollars as its stories ads move into Facebook and Messenger</a></li> <li><a href="https://www.businessinsider.com/instagram-is-losing-time-to-save-facebooks-ad-business-2019-2?r=fb-lp">Instagram is already running out of room for ads, and that's a threat to Facebook as it looks for new avenues to keep revenue growing</a></li> <li><a href="https://www.businessinsider.com/instagram-replaces-tv-advertise-young-people-cowen-2019-1?r=fb-lp"><span style="color: #000000;">Instagram has completely replaced TV as the most important way for advertisers to reach young people</span></a></li> <li><span style="color: #000000;"><a href="https://www.businessinsider.com/facebook-instagram-stories-revenue-growth-higher-mobile-nomura-2019-3?r=fb-lp">Facebook's big bet on Stories may go even better than its pivot to mobile</a></span></li> </ul> </section> <h2>Facebook's political efforts</h2> <ul> <li><a href="https://www.businessinsider.com/facebook-hiring-lawyers-policy-experts-competition-law-antitrust-2019-5?r=fb-lp"><span style="color: #000000;">Facebook is building out its team of antitrust experts as one of its cofounders calls for it to be broken up</span></a></li> </ul> <section> <h2>Alumni</h2> <ul> <li><a href="https://www.businessinsider.com/former-facebook-employees-enterprise-startups-2019-3?r=fb-lp">Meet the 19 former Facebook employees and executives who are now leading some of the hottest enterprise startups in the world</a></li> </ul> </section><p><a href="https://www.businessinsider.com/facebook-what-we-know-2019-5#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/why-cities-can-not-get-rid-of-rats-2018-6">New York City is getting even more infested with rats. Here's why cities can't get rid of them.</a></p> How Pepsi’s marketing VP has defined the brand’s culture strategy post-Jennergate https://www.thedrum.com/news/2019/06/19/how-pepsi-s-vp-marketing-has-refined-the-brand-s-culture-strategy-post-jennergate The Drum - News urn:uuid:d4fb6ea8-dc98-9b22-1fd7-afa243231639 Wed, 19 Jun 2019 15:10:00 +0000 <p><a href="/topics/pepsi" rel="nofollow">Pepsi’s</a> obsession with pop culture is by no means new. However, its marketing chief has spent his first year in the top job finetuning the strategy to make sure the conversations the brand now enters are measurably valuable, and appropriate.</p> <p>If you see Todd Kaplan, Pepsi’s vice-president of marketing, strolling down La Croisette in Cannes, don’t ask him about the <a href="https://www.thedrum.com/news/2017/04/05/the-spectacular-implosion-pepsi-s-house-kendall-jenner-ad-could-mark-win-agencies" rel="nofollow">Kendall Jenner ad</a>.</p> <p>Firstly, he had nothing to do with it – the marketer took on the top colas role at the company in August 2018, 16 months after the retracted commercial was first aired.</p> <p>Secondly, given that his PR team categorically asked The Drum not to bring it up one hour before our interview with him began, it’s likely that he won’t appreciate the reference.</p> <p>Thirdly, and most importantly, Pepsi appears to have learnt its lesson regarding the misjudged appropriation of the zeitgeist, even if it won’t explicitly say so.</p> <p>This doesn’t mean it’s now shying away from culture – in fact, Kaplan is adamant the joyfulness associated with its popular form is central to the brand. Pop culture is part of its historic fabric, he argues – from the dawn of ‘the Pepsi Generation’ in the 60s,<a href="https://www.telegraph.co.uk/music/artists/pepsi-nearly-killed-michael-jackson-story-behind-controversial/" rel="nofollow"> to Michael Jackson’s near-fatal endorsement in the 80s</a>, to the <a href="http://www.nytimes.com/2012/12/10/business/media/in-beyonce-deal-pepsi-focuses-on-collaboration.html?_r=0" rel="nofollow">$50m Beyoncé campaign</a> of the 00s.</p> <p>The Jenner ad, now infamous for depicting a non-descript protest at the height of the Black Lives Matter movement, also tapped into the Pepsi’s preference for casting of-the-moment celebrities. It was the context of the script that failed to land.</p> <p>So now, Kaplan is pushing his teams to hinge every piece of work they produce around what is trending in the world around them, but with an awareness of where the brand can and should play.</p> <p>“One of the things I've tried to instill in my team and our agencies is this notion of trying to think about things as ‘culture in’, versus ‘brand out’,” he told The Drum. “A lot of times marketers are very quick to just put their brand objectives on a brief and shout their brand's messaging ... without considering the context of the culture in which it's going into.</p> <p>“What we're trying to do is really understand what's happening in culture first and foremost, and then take a look at what our brand's point of view is on that, based on what we know about our brand truths and how we would show up.”</p> <p><strong>'Live out loud'</strong></p> <p>A more defined understanding of Pepsi’s core consumer has helped with this strategy. Its customer hasn’t changed, per se, but Kaplan has looked at their profile “quite a bit” and labelled them with a few anecdotal descriptors.</p> <p>“They have this mindset of somebody who likes to live out loud – they're more likely to clap at the end of a movie, cheer out loud at a sporting event,” he explains. “We've gotten very deep with understanding our consumer, which has been one of the big unlocks of really being consumer-first and consumer grounded in everything we do.</p> <p>“We want to really celebrate them and help them live their lives more unapologetically and feel these moments of unapologetic enjoyment with them.”</p> <p>Gunning for this YOLO-tastic consumer – while listening out for the most appropriate conversations to join – has led to some pretty fun creative from Pepsi. Its current campaign, #Summergram, is a partnership with Instagram celebrating the imagery of vacations and hot weather weekends with giant inflatables and music festival sponsorship. Meanwhile its Super Bowl ad, ‘Is Pepsi OK?’ from Goodby, Silverstein &amp; Partners, was lauded for its self-deprecating script and genius casting of Steve Carell and Cardi B.</p> <p>The company’s <a href="https://www.thedrum.com/news/2019/05/14/pepsico-building-house-media-and-data-team-shape-its-adtech-agenda" rel="nofollow">investment into data and media analytics</a> has also helped Kaplan’s team tap into the right moments of the zeitgeist at the right time – particularly as the internet fragments the definition of ‘pop culture’ altogether.</p> <p>“As a brand leader, we're always looking at the data and looking for new ways to measure and analyze our campaigns to drive the most effectiveness,” said the marketer. “We've always done quite a bit, to be candid, but obviously with the tools that are available today there's quite a bit of opportunity to continue to measure our effectiveness.”</p> <p><strong>The underdog</strong></p> <p>With its multiple campaign executions, <a href="https://www.thedrum.com/news/2019/05/14/pepsico-building-house-media-and-data-team-shape-its-adtech-agenda" rel="nofollow">growing teams</a> and <a href="https://www.foodandwine.com/news/nitro-pepsi-taste-test" rel="nofollow">forays into innovation</a>, it would be difficult to accuse Pepsi of underinvesting in its brand. This investment in marketing, coupled with Kaplan’s formula for understanding what is pop and what is not, appears to be paying off: sales are up 4% year-on-year – the fastest growth in seven years.</p> <p>Still, wedded to the idea of being the “challenger” brand in the industry, Kaplan is as interested in how Pepsi is perceived as he is in the growth of the trademark.</p> <p>“The ultimate proof point is this: are consumers organically engaging with your brand or are you pushing something at them?” he explained. “At the end of the day, you want consumers to connect with your brand organically through the things they want to do, talk about and engage with.</p> <p>“As we look at 2020 ... we have a lot of really fun, bold and exciting things that are planned that I'm very excited about that I think we'll just continue to push the envelope and really infuse that challenger mindset while continuing to connect to culture. I'm really excited about what the future holds.”</p> <p><em>Caplan was speaking at The Economist’s Big Debate in Cannes earlier today</em></p> Unilever close to CMO pick as CEO Jope shifts to holding-company assignments https://adage.com/article/special-report-cannes-lions/unilever-close-cmo-pick-ceo-jope-shifts-holding-company-assignments/2179101 BREAKING NEWS: Advertising urn:uuid:05aad39d-13ce-f1ec-c734-ad25df2d6c18 Wed, 19 Jun 2019 23:08:20 +0000 <p>Unilever CEO Alan Jope is close to naming a chief marketing officer to replace Keith Weed--and his pick may&nbsp;come from outside the company.</p> <p>But even before he signs on a new CMO, Jope has plenty of his own ideas about marketing, which include wanting holding companies WPP Group, Interpublic Group of Cos. and Omnicom Group to assign Unilever brands talent from throughout their organizations, rather than sticking with specific agency-brand pairing. And he acknowledged strict conflict rules need to go away to make that happen.</p> <p>Jope retained recruiting firm Egon Zehnder to help with a CMO search that included internal and external candidates. He’s made some interesting outside hires in recent years, including bringing on former Amazon and Procter &amp; Gamble Co. executive Sunny Jain to fill his old job heading global personal care.</p> <p>The Unilever CMO job will include yet-unspecified additional duties beyond marketing, Jope said. Weed also oversaw communications and sustainability efforts.</p> <p>Jope made those comments in a media briefing following his Wednesday presentation at the Cannes Lions International Festival of Creativity, where he bucked the wishes of festival organizers by talking about brand purpose and&nbsp;calling&nbsp;out companies for “woke-washing” by failing to act on their advertised beliefs.</p> <p>“The Cannes Lions team asked me not to talk about purpose today, which is why we had to come up with this ridiculous title about Walruses,” Jope said from the Cannes stage. (The session was billed by festival organizers as "Creativity Can Help Save the Walruses.")&nbsp;&nbsp;“And that of course only strengthened our conviction to do so,” he said.</p> <p>That’s not to say Jope doesn’t take purpose seriously. In fact, he&nbsp;says all Unilever brands eventually will have to find their purpose, a la Dove’s "Campaign for Real Beauty," or get divested. He declined to list afterward which brands were under the purpose gun, but said Marmite is safe, while U.S. personal-care brand Caress isn’t.</p> <p>The company’s 28 Sustainable Living Brands, including Dove, Knorr, Persil/Omo and Rexona, grew 69 percent faster than the rest of the business last year.</p> <p>“Just over half volume today comes from what we consider to be purpose-led brands,” Jope said. “I expect that to be up to 80 percent in a few years time.”</p> <p>He’s not setting a firm cutoff date, and noted that it will be a gradual and often difficult process.</p> <p>Besides Dove, Jope&nbsp;pointed to Ben &amp; Jerry’s, whose founders still come to work at their old Burlington, Vermont, headquarters, as another clear purpose-led brand. The ice cream brand recently launched a campaign decrying the fact that legal cannabis operations are mostly run by white guys, while many black men continue to serve time for cannabis-related crimes.</p> <p>“They are a pair of pot-smoking hippies,” Jope said, “and that’s what gives them legitimacy to talk about these issues.”</p> <p>But he said marketing broadly is “at a crossroads, frankly, because there are too many brands that are undermining purposeful marketing by not backing up what the brand says with what the brand does.”</p> <p>Unilever won’t work with agencies that make “false purpose” ads, either, but will work with people from a lot of agencies throughout its holding companies.</p> <p>“I don’t want to have a relationship with just one narrow vertical at WPP,” Jope said, adding that Unilever is “about two-thirds of the way through shifting our relationships with our brands to the holding-company level.”</p> <p>As a result, he acknowledged Unilever has to be less concerned than in the past about conflicts in which&nbsp;its agencies work with competitors. “We don’t want the same people working on [competitor] brands at the same time, but the holding companies will have to work with our competitors,” Jope said. "We do ask that the holding companies create some internal barriers to prevent the flow of sensitive information between teams.”</p> <p>Jope said loosening the conflict rules for agencies was only fair in a world where their business partners have similar conflicts.</p> <p>“Accenture, Microsoft, your tech partners,” he said, pointing to examples where competitor conflicts are tolerated. “We have a great relationship with Facebook. But they also have a relationship with Procter and L’Oreal, so get real.”</p> <p>&nbsp;</p> How to Determine the ROI of Account-Based Marketing https://blog.marketo.com/2019/06/how-to-determine-the-roi-of-account-based-marketing.html Modern B2B Marketing | Marketo Blog urn:uuid:d939f179-0f6b-36ef-d315-40ca26c119e0 Wed, 19 Jun 2019 12:30:35 +0000 <p>When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective. Account-based marketing (ABM) is when you target prospects by identifying a point of contact or [&#8230;]</p> <p>The post <a rel="nofollow" href="https://blog.marketo.com/2019/06/how-to-determine-the-roi-of-account-based-marketing.html">How to Determine the ROI of Account-Based Marketing</a> appeared first on <a rel="nofollow" href="https://blog.marketo.com">Marketo Marketing Blog - Best Practices and Thought Leadership</a>.</p> <p>When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective.</p> <p><a href="https://www.marketo.com/account-based-marketing/" target="_blank" rel="noopener">Account-based marketing (ABM)</a> is when you target prospects by identifying a point of contact or persona within an organization which you believe you’ll be able to serve the best, build a lasting relationship with them, and then offer an increasingly wide range of services to the account. As you observe how your customers move from phase to phase in the buyer’s journey, you have the opportunity to create more personalized messaging, and also collect better data for improving their experience and increasing customer lifetime value in future.</p> <p>All in all, ABM shortens the sales cycle and improves your lead conversion ratio. Research from the Altera Group found that 97% of businesses that use an ABM approach saw higher ROIs than with any other marketing strategy.</p> <p>The problem that arises here is <em>proving</em> just how much ABM is helping. Measuring and reporting ROI has consistently been a top challenge for marketing teams. Account-based marketing processes are also typically quite effort-intensive to establish and execute, given that it is hyper-personalized and requires a lot of data for segmentation.</p> <p>So, how can your team ensure that you are getting a precise report on the actual return on your business’s investment for account-based strategies?</p> <h2>Clarify your goals and objectives</h2> <p>The only way to know if any strategy was a success is to first set a goal for it to meet. When it comes to ABM, you need to set realistic goals and objectives that are based on your current results and your team’s abilities.</p> <p>Start off by taking a look at your current scores from whatever marketing strategies you are using—account-based or otherwise—to identify the metrics that could use improvement. You will also want to know the exact numbers for comparison so you can tell whether or not ABM is proving to be more valuable than strategies that have been used in the past.</p> <p><a href="https://www.klipfolio.com/resources/dashboard-examples/marketing/digital-marketing-dashboard"><img class="aligncenter size-full wp-image-71793" src="https://edit-blog.marketo.com/content/uploads/2019/06/Digital-Marketing-Dashboard-Example.png" alt="Digital Marketing Dashboard Example" width="885" height="725" srcset="https://blog.marketo.com/content/uploads/2019/06/Digital-Marketing-Dashboard-Example.png 885w, https://blog.marketo.com/content/uploads/2019/06/Digital-Marketing-Dashboard-Example-300x246.png 300w, https://blog.marketo.com/content/uploads/2019/06/Digital-Marketing-Dashboard-Example-768x629.png 768w" sizes="(max-width: 885px) 100vw, 885px" /></a></p> <p>An ABM MarTech stack should include tools like a content management system, an analytical reporting program, an email automation tool, and a CRM platform. Each of these tools plays an important role in executing ABM campaigns as well as track progress along the way.</p> <p>If you have already been using an ABM approach for your marketing for some time, it may be helpful to use a solution that has capabilities for account profiling, account validation, account scoring, and tuning your model. Look for a solution with AI capabilities to build account lists (by analyzing millions of data points) for you and ranks them based on predictive scoring.</p> <h2>Assign fixed costs to each campaign</h2> <p>Once your objectives have been set, you need to set budgeting parameters on your strategies. Again, it is important to be realistic here and find a balance between what you want to do and what is actually possible. Don’t expect million-dollar results on a hundred-dollar budget here.</p> <p>The next step to assign a fixed cost to every piece of content that will make up part of your strategy. This includes billable hours for content creation (for example, hours it costs your content team to write a blog piece or create an email), as well as the cost of publication (paid advertising costs, PPC, and monthly costs of platforms used).</p> <p>You need to be clear about the exact cost of each piece of content or marketing campaign so that you are able to determine accurate ROI.</p> <h2>Identify metrics that matter</h2> <p>Most businesses tend to focus on revenue-based metrics like growing conversions or lead generation. These are certainly important objectives, but you should also explore account-specific opportunities like impressions, engagement levels, and brand sentiment. These may be a little bit trickier to measure, but they are important objectives that business should focus on, too.</p> <p>As you set these objectives, consider how they play into your ROI. Obviously, a conversion is a direct return, but just because you don’t see an immediate monetary reward from a marketing campaign does not make it a total failure. On average, customers need to interact with your brand <a href="https://www.onlinemarketinginstitute.org/blog/2013/10/why-it-takes-7-to-13-touches-qualified-sales-lead-part2/" target="_blank" rel="noopener">7 to 13 times</a> before they can be qualified as leads. Therefore, boosting brand recognition and reaching more audiences can help your bottom line later on down the road.</p> <p>As you can see, the key metrics to track can generally be broken down into two groups: influence on conversions and actual conversions. Be sure that you keep each separate so that you know the exact return in terms of money at the moment as well as the impact it has on potential sales.</p> <p>So, which <a href="https://blog.marketo.com/2018/02/abm-key-marketing-metrics-track-every-stage-funnel.html" target="_blank" rel="noopener">metrics matter</a> the most in terms of ROI? Does the reach or views really matter, or do you just want to know the financial impact in terms of leads generated and conversions?</p> <h2>Track closely and adjust along the way</h2> <p>It is obviously tricky to measure the potential impact that your strategies will have. One way to estimate it best is by tracking your content’s engagement, coverage, and focus. For example, you can easily measure the number of accounts who have downloaded your ebooks or followed your social accounts.</p> <p>Over time, you can create data-sets based on consumer behavior to see the likelihood of conversions that occur when customers follow these behaviors to help you get a better understanding of the long-term influence that your <a href="https://blog.marketo.com/2018/08/incorporating-email-personalization-in-your-abm-strategy-to-boost-engagement.html" target="_blank" rel="noopener">ABM strategies</a> have.</p> <p>Once all of your goals are defined and metrics recorded, it is best to utilize software to determine the ROI and monitor it in real-time. It is very important that whatever system you use is able to tag and track each and every piece of content or element you create and connect it to a customer account for an accurate ROI reading.</p> <p>Be sure to pay close attention to these numbers and look for patterns and falling-off points. If certain content pieces are failing to bring in the numbers, adjust and test the results until you find the strategies that work best.</p> <h2>Ace your ABM</h2> <p>As with any marketing strategy, account-based marketing will require a rinse and repeat approach until your marketing team finds the ideal mix that works best for your target prospects. The ultimate goal is to reach and convert the largest number of accounts using the least resources possible. For this, you need to</p> <ul> <li>Amass and analyze data that will help you zero in on and convert the best-fit accounts that you can work with.</li> <li>Know exactly how you will work out the ROI of your ABM initiatives.</li> <li>Define KPIs that are comparable with your previous or alternative marketing strategies.</li> <li>Constantly track metrics and refine your attribution model as you grow.</li> </ul> <p>How do your ABM-related metrics differ from your traditional ones? How long does it take for you to identify accounts and convert them? What’s the quantifiable impact on your bottom line? We’d love to hear your experiences in the comments.</p> <p>The post <a rel="nofollow" href="https://blog.marketo.com/2019/06/how-to-determine-the-roi-of-account-based-marketing.html">How to Determine the ROI of Account-Based Marketing</a> appeared first on <a rel="nofollow" href="https://blog.marketo.com">Marketo Marketing Blog - Best Practices and Thought Leadership</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/modernb2bmarketing?a=ebHseoiWAwc:ES9EO5X6BCc:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/modernb2bmarketing?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/modernb2bmarketing?a=ebHseoiWAwc:ES9EO5X6BCc:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/modernb2bmarketing?i=ebHseoiWAwc:ES9EO5X6BCc:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/modernb2bmarketing?a=ebHseoiWAwc:ES9EO5X6BCc:I9og5sOYxJI"><img src="http://feeds.feedburner.com/~ff/modernb2bmarketing?d=I9og5sOYxJI" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/modernb2bmarketing/~4/ebHseoiWAwc" height="1" width="1" alt=""/> Short-Form Video is the Key to Engage Gen Z’ers – Here’s How to Use it for Your Business https://www.sitepronews.com/2019/06/19/short-form-video-is-the-key-to-engage-gen-zers-heres-how-to-use-it-for-your-business/ SiteProNews » Marketing urn:uuid:7529c030-d31a-fdbb-dcb7-1045f26b3690 Wed, 19 Jun 2019 04:00:43 +0000 <p>It seems like nobody can stop talking about Generation Z. Already, this group of teenagers to young twenty-somethings are projected to account for 40% of all consumers by the end of this year! This young group of shoppers is going to be extremely influential in the upcoming years, which is why it is so important [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.sitepronews.com/2019/06/19/short-form-video-is-the-key-to-engage-gen-zers-heres-how-to-use-it-for-your-business/">Short-Form Video is the Key to Engage Gen Z’ers – Here’s How to Use it for Your Business</a> appeared first on <a rel="nofollow" href="https://www.sitepronews.com">SiteProNews</a>.</p> <p>It seems like nobody can stop talking about Generation Z. Already, this group of teenagers to young twenty-somethings are projected to account for <a href="https://www.fastcompany.com/3045317/what-is-generation-z-and-what-does-it-want">40% of all consumers</a> by the end of this year! This young group of shoppers is going to be extremely influential in the upcoming years, which is why it is so important that relevant businesses look to see how they can connect with this specific demographic.<span class="Apple-converted-space"> </span></p> <p>However, if companies had difficulty trying to <a href="http://www.sitepronews.com/2018/06/08/the-new-trend-of-experiential-marketing-for-millennials/">connect with Millennials</a> in the past, they will only find it more difficult with this next group of consumers. It can be super tricky to not only capture their attention, but keep them engaged long enough for a conversion. These young shoppers are notoriously skeptical and don&#8217;t usually trust businesses or products easily.</p> <p>Businesses and marketing teams will have to find ways to engage with Gen Z by figuring out how to utilize the mediums they are most comfortable with or spend most of their time on. Since this generation grew up with technology, they are by far the most comfortable with it and the most eager to adopt new and changing trends.<span class="Apple-converted-space"> </span></p> <p>Perhaps the most powerful weapon in this battle is video marketing. According <a href="https://awesomenesstv.com/genz/">to one study</a>, the average Gen Z consumer watches 68 videos per day, and 71% stated their preferred form of entertainment consumption is streaming videos, particularly short-form. Because this generation has grown up with instant gratification and are used to shorter videos from sources like Vine, Snapchat, and Instagram stories, they are more likely to stay interested and finish a small clip.</p> <p>Here are several ways you can create the kind of short-form video content that will capture the attention and interest of this generation.<span class="Apple-converted-space"> </span></p> <h2>Use Social Media to Tell Consumable Brand Stories<b><span class="Apple-converted-space"> </span></b></h2> <p>Of course, social media is widely used by this Generation &#8211; since it has practically existed for as long as they have been alive. <a href="https://www.emarketer.com/content/more-millennials-gen-z-are-using-social-apps">Gen Z uses social media</a> far more than Millennials do, with their top three favorite platforms being YouTube, Snapchat, and Instagram (notice that Twitter and Facebook do not top the list).</p> <div id="attachment_101935" style="width: 480px" class="wp-caption alignnone"><img class="size-full wp-image-101935" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image1-7.png" alt="" width="470" height="368" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image1-7.png 470w, https://www.sitepronews.com/wp-content/uploads/2019/06/image1-7-300x235.png 300w" sizes="(max-width: 470px) 100vw, 470px" /><p class="wp-caption-text"><a href="https://contentstorage-nax2.emarketer.com/7fa31228b275eab44809554203bb81b5/241532">Image Source</a></p></div> <p>One of the best ways to build your brand’s <a href="https://www.shopify.com/blog/14288561-how-to-build-a-massive-following-on-instagram">following on Instagram</a>, YouTube, and Snapchat is by using video to fuel fantastic storytelling.<span class="Apple-converted-space"> </span></p> <p>Another aspect that makes this generation truly unique is their fascination with learning new skills and techniques through short-form videos. Gen Zer’s are very interested in education, but they prefer to consume this kind of content in quick, short bursts. Social media video is the perfect platform to share quick how-to videos to capture attention while promoting your brand.</p> <p>For example, you can use your social media channel to share different ways to use your product or service. The natural food brand <i>Follow Your Heart</i> does a great job of this with their Instagram account. Their story shares step-by-step instructions for different recipes, such as their vegan scrambled eggs or a mac ‘n’ cheese sandwich with their dairy free cheese shreds. These videos take less than a minute to finish, but they are still interesting and promote their brand in an engaging way.</p> <div id="attachment_101936" style="width: 309px" class="wp-caption alignnone"><img class="wp-image-101936 size-full" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image2-6.png" alt="" width="299" height="569" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image2-6.png 299w, https://www.sitepronews.com/wp-content/uploads/2019/06/image2-6-158x300.png 158w" sizes="(max-width: 299px) 100vw, 299px" /><p class="wp-caption-text"><a href="https://www.instagram.com/followyourheart/">Image Source</a></p></div> <div id="attachment_101937" style="width: 331px" class="wp-caption alignnone"><img class="size-full wp-image-101937" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image3-5.png" alt="" width="321" height="573" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image3-5.png 321w, https://www.sitepronews.com/wp-content/uploads/2019/06/image3-5-168x300.png 168w" sizes="(max-width: 321px) 100vw, 321px" /><p class="wp-caption-text"><a href="https://www.instagram.com/followyourheart/">Image Source</a></p></div> <p>Additionally, you can give a peek behind the scenes and share how your products are made. Share tutorials for various and unique ways to use your products and offer meaningful content that offers some kind of benefit to your audience.<span class="Apple-converted-space"> </span></p> <h2>Connect with Relevant Influencers<span class="Apple-converted-space"> </span></h2> <p>Generally speaking, Gen Zer’s feel very connected to influencers and look to them for advice and brand recommendations. <a href="https://www.tubefilter.com/2018/03/27/gen-z-millennials-trust-influencers-fullscreen/">Four out of ten</a> Gen Z consumers agreed that they find influencers trustworthy and they often view their content in order to learn about new brands or products.<span class="Apple-converted-space"> </span></p> <p>Partnering with the right influencer can certainly help you gather attention (and conversions) from these young consumers. The key here is finding the digital creator that can bring your brand to the right audiences in a meaningful and genuine way that doesn’t scream “paid promotion.”</p> <div id="attachment_101938" style="width: 628px" class="wp-caption alignnone"><img class="size-single-page-featured wp-image-101938" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image4-618x402.jpeg" alt="" width="618" height="402" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image4-618x402.jpeg 618w, https://www.sitepronews.com/wp-content/uploads/2019/06/image4-300x195.jpeg 300w, https://www.sitepronews.com/wp-content/uploads/2019/06/image4-768x500.jpeg 768w, https://www.sitepronews.com/wp-content/uploads/2019/06/image4-303x196.jpeg 303w, https://www.sitepronews.com/wp-content/uploads/2019/06/image4.jpeg 824w" sizes="(max-width: 618px) 100vw, 618px" /><p class="wp-caption-text"><a href="http://blog.webfluential.com/wp-content/uploads/2016/09/Laura-ammy.jpg">Image Source</a></p></div> <p>Now, these collaborations may not be entirely obvious, and they can also be an opportunity for your brand to reach new segments through an influencer’s promotion. For instance, Nike recently collaborated with Bretman Rock, a popular Instagram and YouTube personality. Bretman’s audience is largely made up of younger viewers, and he is an outspoken advocate for LGBTQ rights and being true to yourself. He was also a former track star, so his collaboration helped Nike to reach this younger audience while still being in line with the influencer’s personality. In this Nike ad, Bretman talks about the importance of being true to yourself and using sports as a creative outlet.</p> <p>&nbsp;</p> <div id="attachment_101939" style="width: 628px" class="wp-caption alignnone"><img class="wp-image-101939 size-single-page-featured" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image5-3-618x460.png" alt="" width="618" height="460" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image5-3-618x460.png 618w, https://www.sitepronews.com/wp-content/uploads/2019/06/image5-3-300x223.png 300w, https://www.sitepronews.com/wp-content/uploads/2019/06/image5-3-122x90.png 122w, https://www.sitepronews.com/wp-content/uploads/2019/06/image5-3.png 627w" sizes="(max-width: 618px) 100vw, 618px" /><p class="wp-caption-text"><a href="https://www.instagram.com/bretmanrock/">Image Source</a></p></div> <div id="attachment_101941" style="width: 599px" class="wp-caption alignnone"><img class="wp-image-101941 size-full" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image6-2.png" alt="" width="589" height="463" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image6-2.png 589w, https://www.sitepronews.com/wp-content/uploads/2019/06/image6-2-300x236.png 300w" sizes="(max-width: 589px) 100vw, 589px" /><p class="wp-caption-text"><a href="https://www.instagram.com/bretmanrock/">Image Source</a></p></div> <p>Your collaboration needs to make sense with both the influencer’s primary audience and your brand. Be sure to enter these influencer collaborations with a sense of caution. It might be better to partner with a “micro-influencer” with a smaller audience reach. These tend to have higher engagement levels and reach a more relevant audience – as opposed to a big-name influencer that may not necessarily speak to your customers.<span class="Apple-converted-space"> </span></p> <h2>Use Trends to Your Advantage (But Be Cautious)</h2> <p>Generation Z is often defined by the trends that they participate in. Whether it be the clothes they wear, the songs they listen to, or the slang they use, trends are important to establish connections within this age group.<span class="Apple-converted-space"> </span></p> <p>When some brands want to engage with younger generations, they attempt to “fit in” by integrating trendy concepts while trying to somehow connect it to the messaging. Unfortunately, this can actually do more harm than good. According to <a href="https://sproutsocial.com/insights/data/q3-2016/">a report from Sprout Social</a>, 38% of social media users unfollowed a brand when they used slang or jargon, and 32% disengaged because a brand was trying to be humorous when it had no reason to.</p> <div id="attachment_101940" style="width: 628px" class="wp-caption alignnone"><img class="size-single-page-featured wp-image-101940" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image7-2-618x403.png" alt="" width="618" height="403" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image7-2-618x403.png 618w, https://www.sitepronews.com/wp-content/uploads/2019/06/image7-2-300x195.png 300w, https://www.sitepronews.com/wp-content/uploads/2019/06/image7-2-768x500.png 768w, https://www.sitepronews.com/wp-content/uploads/2019/06/image7-2.png 769w" sizes="(max-width: 618px) 100vw, 618px" /><p class="wp-caption-text"><a href="https://sproutsocial.com/insights/data/q3-2016/">Image Source</a></p></div> <p>It is important to keep this in mind as you create short-form videos. Short funny clips tend to have higher engagement and share rates because they are enjoyed by the majority of audiences. However, your videos do not necessarily have to be super funny, especially if the humor is not in line with your brand voice and personality.<span class="Apple-converted-space"> </span></p> <p>Now, this doesn’t mean that you should avoid trends altogether. They can certainly be a great way to connect with Gen Z, but only if it makes sense with your brand messaging.<span class="Apple-converted-space"> </span></p> <p>Starbucks did a great example of this with their recent launch of the new Cloud Macchiato drink.<span class="Apple-converted-space">  </span>The day before the launch, Starbucks sent out some teaser videos that combined a hint of their launch (clouds) with trendy Instagram video content. They posted three separate ASMR-type videos that all featured cloud shaped objects. ASMR (which stands for autonomous sensory meridian response) has been super popular on video platforms and Gen Zer’s tend to be huge fans of this kind of content. By using this type of trendy video, Starbucks was successfully able to use a current trend to promote a new product in a way that made sense and didn’t come off as “trying too hard.”</p> <div id="attachment_101942" style="width: 610px" class="wp-caption alignnone"><img class="size-full wp-image-101942" src="https://www.sitepronews.com/wp-content/uploads/2019/06/image8-3.png" alt="" width="600" height="374" srcset="https://www.sitepronews.com/wp-content/uploads/2019/06/image8-3.png 600w, https://www.sitepronews.com/wp-content/uploads/2019/06/image8-3-300x187.png 300w" sizes="(max-width: 600px) 100vw, 600px" /><p class="wp-caption-text"><a href="https://www.instagram.com/starbucks/">Image Source</a></p></div> <h2>Conclusion</h2> <p>Short-form video offers the perfect opportunity for brands to make easily consumable content that this younger generation will engage with. Be sure that your content remains meaningful -even though it is limited in terms of length. Share stories or information that your audience will appreciate, use appropriate influencers, and integrate trends only when applicable.<span class="Apple-converted-space"> </span></p> <p>In the end, Gen Zer’s are just like any other consumer group, in that they are looking for connections to brands that interest them. By creating concise, yet valuable video content, you can adapt to the changing standards and capture this highly influential audience segment.<span class="Apple-converted-space"> </span></p> <div id='pressboard-ad-sponsorship-msg'></div> <hr><div class='author_avatar'><a href='https://www.sitepronews.com/author/jaykishan-panchal/'><img src='/wp-content/uploads/avatars/image8.jpg' class='avatar avatar-100 avatar-default' height='100' width='100' style='width: 100px; height: 100px;' alt='avatar' /></a></div><p class="authbio"><i>Jaykishan Panchal is an SEO & Content Marketing Manager at <a href="https://www.e2msolutions.com/">E2M Solutions Inc</a> and implements cutting edge SEO strategies to help businesses strengthen their online presence. Apart from helping small and big businesses, he loves to jot down valuable resources for Entrepreneurs, Startups, Technology Geeks.</i></p><p>The post <a rel="nofollow" href="https://www.sitepronews.com/2019/06/19/short-form-video-is-the-key-to-engage-gen-zers-heres-how-to-use-it-for-your-business/">Short-Form Video is the Key to Engage Gen Z’ers – Here’s How to Use it for Your Business</a> appeared first on <a rel="nofollow" href="https://www.sitepronews.com">SiteProNews</a>.</p> Travel SEO: How to Compete with Big Brands on a Budget via @seo_travel http://tracking.feedpress.it/link/13962/12038612 Search Engine Journal urn:uuid:e05597e1-3690-c957-4fbc-faab195bea7a Wed, 19 Jun 2019 12:45:33 +0000 <p>In travel SEO, size isn’t everything. Here are seven ways to compete with big brands and come out on top.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/travel-seo-how-to-compete-with-big-brands-on-a-budget/311099/">Travel SEO: How to Compete with Big Brands on a Budget via @seo_travel</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12038612.gif" height="1" width="1"/> Digital brand-advertising measurement needs to mature to justify increasing spend https://www.thedrum.com/opinion/2019/06/19/digital-brand-advertising-measurement-needs-mature-justify-increasing-spend The Drum - News urn:uuid:418b1d1f-84fe-588c-3164-dab32baa35cb Wed, 19 Jun 2019 22:12:00 +0000 <p>The unstoppable march of digital ad spend is a well-documented tale, with IAB recently noting <a href="https://www.iab.com/news/iab-advertising-revenue-q3/" rel="nofollow">“landmark” growth</a> of more than 20% year over year. With many of the new dollars migrating from TV, it’s obvious this spend will carry brand-building goals and not just direct-response goals. While the relevancy of this bifurcation is debatable — I’d say that if your logo is on a direct-response ad, it’s also a brand ad — it’s helpful to understand how these dollars will be justified by marketers.</p> <p> </p> <p>The truth is that digital brand measurement hasn’t matured as fast as the digital ad industry as a whole. Yes, we’ve seen much-needed improvement in <a href="https://www.thedrum.com/news/2018/10/02/the-enduring-impact-viewability-according-ias" rel="nofollow">ad viewability</a> measurement over the last five years, but we’ve been less successful in understanding how brand advertising actually persuades consumers. How are digital ads driving consumers down the brand funnel?</p> <p> </p> <p>Despite non-stop advancements in digital adtech stacks, the evolution of brand measurement hasn’t kept up; brand studies look the same as a decade ago. While <a href="https://www.thedrum.com/news/2019/04/24/uk-digital-ad-spend-hits-134bn-buoyed-smartphone-ads" rel="nofollow">digital ad spend</a> is projected to grow another 19% this year, investment in advertising effectiveness measurement has a drastically lower growth rate.</p> <p> </p> <p>There are five maturity issues within ad measurement that can get in the way of justifying increased brand advertising spends.</p> <p> </p> <h3>Intellectual honesty</h3> <p>Everyone in the space (advertisers, agencies, publishers) has heard some form of the joke, “You’ll never see a brand-lift study that doesn’t show brand lift.” There’s some sad truth behind this: everyone in the value chain is incentivized to show good news. It’s time to be honest — not all campaigns will work. Agencies aren’t magicians who can drive a significant bump in brand awareness for a 70-year-old household product in a three-month display campaign. Advertisers need to set realistic KPI targets and be honest that some campaigns will be flat. I suggest that chief marketers demand their agencies show a handful of not-great performing campaigns at the end of every year. If there is nothing, then you probably need a new agency.</p> <p> </p> <h3>Clarity of the goal</h3> <p>Some campaigns should measure brand impact, some campaigns should measure sales impact, some should be measuring both. A growing problem is the assumption that sales lift studies are an end-all-be-all for all brand campaigns. Yes, the long-term point of brand advertising is to drive revenue. But the point of a specific <em>campaign</em> may be a step in that process. For example, some luxury goods take <em>years</em> to convince a consumer of their value, so success must be measured along the way. Also, some products are only purchased after a triggering event (e.g., you catch a cold so need a cold relief product), so “consideration” campaigns must keep a product top-of-mind until the purchase is triggered. Since short-term sales are not the universal finish line for campaigns (and since research warns against short-termism for brands), marketing leaders should require thoughtful policies on when a campaign will be judged by a brand outcome versus a sales outcome.</p> <p> </p> <h3>Data quality</h3> <p>Brand-lift studies have been around for more than 20 years, and after two decades, brands still measure purchase intent by interviewing cash-incentivized survey addicts. That’s obviously nonsense. So, advertisers, agencies, and publishers need to swear off survey addicts. Chief marketers should take a more active role in forcing periodic testing of data quality with brand measurement. One easy way is to add fake brands to your competitive set in surveys. If awareness of them is through the roof, throw out the rest of the data set.</p> <p> </p> <h3>Campaigns versus people</h3> <p>Thousands of “big bar, little bar,” control-versus-exposed bar charts are created for brand campaigns every year. This should be considered table stakes, not the end game. The problem with those disparate KPI bar charts is we don’t see <em>who</em> was actually impacted by a campaign. For instance, if you see 2% lift in ‘awareness’ and 2% lift in ‘purchase intent,' can you assume that these are the same 2% or are entirely separate groups? Marketing leaders should demand consumer-level scoring from campaigns, not campaign-wide reads.</p> <p> </p> <h3>Report cards are not action plans</h3> <p>A shortcoming of those aforementioned bar charts is they end up being a post-mortem, instead of forward-looking. There’s absolutely a place for that, as advertisers should show accountability to KPI goals. However, you can’t automatically optimize a campaign with a report card; for that, you need programmatic audiences built from the underlying campaign measurement. Chief marketers should insist on activating audiences derived from their existing brand measurement, so ad spend is targeted toward persuadable consumers.</p> <p> </p> <p>As a marketing leader, the ball is in your court. You already know that technology has transformed the digital ad game, but it’s time that technology also transforms how the referees evaluate its play. While brand measurement faces many significant challenges, all are solvable. I’ve never spoken to a brand marketer who says better brand measurement would <em>not</em> pry more brand spend from their wallet, so these fixes could lead to billions more poured into the digital ecosystem.</p> <p> </p> <p><strong>Chris Kelly is co-founder and chief executive officer of Survata</strong></p> IAB data-driven video best practices https://www.smartbrief.com/sbrequest/aid/4F9C9171-ABCB-4247-AF75-2323A43C7077 BREAKING NEWS: Advertising urn:uuid:9e7ed8a8-c291-e9d8-409e-c16e84f72f5f Wed, 19 Jun 2019 14:25:58 +0000 <div style="clear:both;margin:20px auto;color:#666;">Data-driven video is emerging as a powerful marketing tactic and strategy that enables brands to deliver innovative storytell&nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/4F9C9171-ABCB-4247-AF75-2323A43C7077">More</a>-&nbsp;</div> Panera wants customers to visit for breakfast, lunch, and dinner — and it's testing new flatbreads and a pastrami sandwich to convince them https://www.businessinsider.com/panera-changes-dinner-strategy-new-menu-test-2019-6 BREAKING NEWS: Advertising urn:uuid:bf7e6737-eb43-4219-0497-f7c08cdc40b2 Wed, 19 Jun 2019 14:41:27 +0000 <p><img src="https://static6.businessinsider.com/image/5d0a4435b587c62931486643-1980/overall dinner 4.jpg" border="0" alt="panera dinner" data-mce-source="Panera" /></p><p></p> <ul class="summary-list"> <li><a href="https://www.businessinsider.com/category/panera">Panera</a> is revamping its dinner strategy, testing a new dinner-only menu of heartier, hot items.&nbsp;</li> <li>The fast-casual chain is trying to bring in customers at breakfast and dinner, moving beyond its lunch-centric reputation.&nbsp;</li> <li>"There's probably a diminishing return of how many more lunch occasions we can get," Dan Wegiel, Panera's chief growth and strategy officer, told Business Insider.&nbsp;</li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li> </ul> <p>Panera is revamping its dinner strategy as the fast-casual chain tries to win over customers outside of lunch.&nbsp;</p> <p>On Wednesday, Panera announced that it is testing an entirely new dinner menu featuring items such as flatbreads, bowls, heartier sandwiches, and side dishes like roasted parmesan broccoli and sweet potato mash. The chain wil begin testing the 10-item menu in Lexington, Kentucky, in July and Providence, Rhode Island, in September.&nbsp;</p> <p><img src="https://static3.businessinsider.com/image/5d0a448423cf092739607973-2000/artisan flatbreads.jpg" border="0" alt="Artisan Flatbreads panera" data-mce-source="Panera" /></p> <p>"Our customer was telling us ... there's opportunities, there's definitely permission, but the biggest single gap is more dinner-appropriate food, because we are lunch-centric," &nbsp;Dan Wegiel, Panera's chief growth and strategy officer, told Business Insider.&nbsp;</p> <p>According to Wegiel, roughly a third to a fourth of Panera's business comes from dinnertime customers. The chain has never made a major push for dinner customers. The menu test, Wegiel says, is intended to use "hot, hearty, filling" foods available after 4:30 p.m. to signal to customers that they should consider Panera more seriously as a dinner option.&nbsp;</p> <p>Panera is working to win over customers outside of the lunch rush, both earlier and later in the day. Earlier this year, the chain <a href="https://www.businessinsider.com/breakfast-battles-heat-up-at-panera-burger-king-2019-4">debuted a new breakfast strategy</a> with three new breakfast wraps and updated coffee options.</p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/breakfast-battles-heat-up-at-panera-burger-king-2019-4">The breakfast wars are heating up as chains like Panera and Burger King double down. Here's why executives say it is becoming the most important meal of the day.</a></em></p> <p><em><img src="https://static3.businessinsider.com/image/5d0a44ed0a284922e9404586-2400/pastarami.jpg" border="0" alt="panera pastarami" data-mce-source="Panera" /></em></p> <p>Panera is primarily looking to increase frequency among existing customers, convincing them to visit for dinner and breakfast as well as lunch.&nbsp;</p> <p>"When you look at where they're coming to us, it is still disproportionately lunch," Wegiel said. "And so there's probably a diminishing return of how many more lunch occasions we can get."</p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/jab-holding-owns-panera-bread-krispy-kreme-pret-a-manger-2019-4" >The massive company that owns Panera Bread, Krispy Kreme, and Pret a Manger is buying another sandwich chain</a></strong></p> <p><a href="https://www.businessinsider.com/panera-changes-dinner-strategy-new-menu-test-2019-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/hermes-birkin-bag-realreal-handbag-expert-so-expensive-2019-6">A handbag expert explains why Hermès Birkin bags are so expensive</a></p> How SMBs can effectively manage their online reputation on a shoestring budget https://searchenginewatch.com/2019/06/19/online-reputation-management-tips/ Home - SearchEngineWatch urn:uuid:bc05f91c-e951-ba6c-beb2-b6838ad11bab Wed, 19 Jun 2019 13:49:53 +0000 <p>It’s always best to have tools and processes in place. Obviously, you don’t need anything fancy. You could start by setting up Google Alerts.</p> <p>The post <a rel="nofollow" href="https://searchenginewatch.com/2019/06/19/online-reputation-management-tips/">How SMBs can effectively manage their online reputation on a shoestring budget</a> appeared first on <a rel="nofollow" href="https://searchenginewatch.com">Search Engine Watch</a>.</p> <p><strong>Managing an online reputation is a 21st-century business responsibility that simply cannot be ignored, or even placed on the backburner for any amount of time.</strong></p> <p>The online world of consumerism runs 24/7. It doesn’t take holidays, time off, or even a two-minute break. Regardless of what <a href="https://www.shopify.com/blog/low-investment-business-ideas" target="_blank" rel="noopener"><u>business ideas</u></a> you might have, managing an online reputation comes with the turf. Even for small businesses with relatively low brand awareness, developing a bulletproof system is crucial for every growth-minded organization.</p> <p>Now, as a small-to-medium sized business (SMB), you are probably dedicating a good deal of your budget to sales, marketing, production, etc. In other words, you are spending money to simply get to a point where you have an online reputation. The prospect of managing it is probably some ways down your list.</p> <p>The good news is you don’t need a giant budget to manage an <a href="https://www.e2msolutions.com/blog/guide-to-managing-online-reputation/" target="_blank" rel="noopener">online reputation</a>. If you play your cards right, you can stay on top of this crucial task with pocket change. Here’s how.</p> <h2>Take advantage of cost-effective or free monitoring tools</h2> <p>In the early stages of managing an online reputation, it’s relatively easy to stay on top of things like brand mentions, reviews, social media interactions, etc. However, as business picks up and you begin to build a decent online presence, it’s going to get harder and harder to keep tabs.</p> <p>As a general rule of online reputation management, it’s always best to have tools and processes in place before you actually need them. Obviously, you don’t need anything fancy (at least not yet). Start by setting up Google Alerts to get a notification every time your brand name is mentioned.</p> <p>Another good (and free) tool to use is IFTTT.com. This helps you connect all of your apps and devices so any online activity related to your business is quickly brought to your attention, no matter where you are.</p> <p>In terms of <a href="https://searchenginewatch.com/what-is-social-media-listening-how-help-SEO" target="_blank" rel="noopener"><u>social media listening</u></a>, the free Hootsuite plan is a fantastic place to start keeping tabs on your presence across major networks. In addition to monitoring your mentions, this tool helps you schedule content delivery and manage your online sentiment.</p> <p>All three of these tools are fantastic in laying the groundwork for online reputation management. The sooner you get your processes established, the better off you will be as your business begins to scale.</p> <h2>Create an outreach system to gain high-value user content</h2> <p>Customer reviews are an integral part of online reputation management. Moreover, they are perhaps the most influential pieces of content when it comes to purchasing decisions. To give you an idea, a <a href="https://www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/" target="_blank" rel="noopener"><u>study from Invespcro</u></a> found that nearly 90% of consumers trust online reviews from strangers as much as a personal recommendation.</p> <p><img class="aligncenter size-full wp-image-130299" src="https://searchenginewatch.com/wp-content/uploads/2019/06/Stat-on-how-customers-read-online-reviews-on-businesses.png" alt="Stat on how customers read online reviews on businesses" width="645" height="353" srcset="https://searchenginewatch.com/wp-content/uploads/2019/06/Stat-on-how-customers-read-online-reviews-on-businesses.png 645w, https://searchenginewatch.com/wp-content/uploads/2019/06/Stat-on-how-customers-read-online-reviews-on-businesses-300x164.png 300w" sizes="(max-width: 645px) 100vw, 645px" /></p> <p>Source: Invesp</p> <p>With this in mind, one of the biggest components to building an online reputation is simply getting people to leave sentiment about your business. This is an interesting task. While it might not seem like it on the surface, the very concept of online reviews has evolved quite a bit over the years.</p> <p>To give a <a href="https://blog.tangerines.io/the-history-of-online-reviews-27b68a916d2d" target="_blank" rel="noopener"><u>brief history</u></a>, online reviews first emerged around 1999 and early 2000s during the Clinton impeachment. They were then used for patients to review doctors. As time went on, online reviews became a popular form of user-generated content for all businesses and products.</p> <p>Realizing just how powerful they were in swaying purchasing decisions, many businesses would try shady tactics like forging fake reviews or paying others to write them. As many of the big review platforms started to crack down on these practices, consumers also started to wise up. Nowadays, most online customers have a strong radar for made-up reviews and are not swayed by a simple star rating and a vague sentence &#8211; regardless of whether they are real or not.</p> <h3>So where does this leave you?</h3> <p>As you develop a strategy for gathering online sentiment, you need an outreach process that encourages top-to-bottom feedback. This involves getting the pros, cons, overview, advice to the company, etc.</p> <p>Now, you are kind of between a rock and a hard place here. On one hand, you want to get super in-depth, detailed reviews. On the other, you don’t want to make the forms too complex that people don’t want to fill them out.</p> <p>In terms of the review form itself, the key is to create simplistic questions that ideally spur open-ended answers like the ones given below.</p> <ul> <li>What were the pros?</li> <li>What were the cons?</li> <li>What advice would you give to us?</li> <li>What advice would you give to other consumers?</li> </ul> <p>These are just a few to keep in mind.</p> <h2>When it comes to developing an outreach system, there are several key guidelines to live by</h2> <h3><strong>1. Don’t jump the gun </strong></h3> <p>Most of the time, you don’t want to follow up with a review request immediately after the purchase. Give it a day or two before you reach out.</p> <h3><strong>2. Make it easy </strong></h3> <p>Always remember, customers, are doing you a big favor by leaving their feedback. You don’t want to make them jump through a bunch of hoops. Be sure the <a href="https://paperform.co/blog/the-19-best-online-form-builders-for-you-in-2019"><u>forms you build</u></a> are easily-integrated with email, mobile, or whatever apps you use.</p> <h3><strong>3. Make the best use of social media</strong></h3> <p>Social media can be a gold mine for feedback and engagement. Try asking general questions and using hashtags to get responses out of your followers.</p> <p><img class="aligncenter wp-image-130293" style="width: 500px; position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407213305-Picture1.png" alt="Example of how Costa Coffee handles customers reviews online" width="435" height="456" srcset="https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407213305-Picture1.png 435w, https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407213305-Picture1-286x300.png 286w" sizes="(max-width: 435px) 100vw, 435px" /></p> <p>Source: <u><a href="https://twitter.com/CostaCoffee/status/661988770590380032" target="_blank" rel="noopener">Twitter</a></u></p> <h3><strong>4. Make them visible</strong></h3> <p>The purpose of reviews is to present an unfiltered, third-party opinion of your business. In addition to social media and the major review platforms, make it a point to showcase reviews on your website, both the good and the bad.</p> <p><img class="wp-image-130294" style="width: 700px; position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407291542-Picture2.png" srcset="https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407291542-Picture2.png 1100w, https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407291542-Picture2-300x205.png 300w, https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407291542-Picture2-768x524.png 768w, https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407291542-Picture2-1024x698.png 1024w" sizes="(max-width: 1100px) 100vw, 1100px" /></p> <p>Source: Bizzabo.com</p> <p>At the end of the day, your outreach strategy is the guiding force behind developing your online presence. Take your time here and find the formula that works best.</p> <h2>Develop a plan for negative feedback</h2> <p>Getting negative online feedback is simply part of life in today’s business world, there is no getting around it. Dealing with negative feedback is a lot like washing dishes; no one particularly likes it, but you have to clean up the mess before it accumulates and gets out of hand.</p> <p>Now, <a href="https://searchenginewatch.com/2017/06/26/the-most-effective-ways-to-respond-to-negative-reviews/" target="_blank" rel="noopener"><u>dealing with negative feedback</u></a> isn’t always apples-to-apples.</p> <p>For starters, as you look into customer review platforms, you need to take extra precaution to understand how it filters out fake or biased reviews. Fortunately, review technology has come a long way. Many of the bigger platforms have methods of pinpointing when companies try to sidestep the process. The last thing you want is for a competitor to sabotage you.</p> <p>In the case you get some genuinely poor feedback, you need to have a plan to approach it. First and foremost, do not respond right away. Give it some time to marinate. You never want to respond immediately while emotions are high. Wait at least 12 hours to respond, and no longer than two to three days.</p> <h3>When it comes to responding, there are a few key points to remember</h3> <ol> <li>Thank them for taking the time to leave a review.</li> <li>Accept responsibility.</li> <li>Respond rationally while staying true to your brand voice.</li> <li>Be concise in your response.</li> <li>Don’t throw yourself under the bus too far.</li> <li>Try to take the conversation offline.</li> </ol> <h3>Here is an excellent example of how to respond to a bad review</h3> <p><img class="aligncenter wp-image-130295 size-full" style="width: 700px; position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407329966-Picture3.png" alt="Example of how Honda handled a bad online review" width="613" height="299" srcset="https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407329966-Picture3.png 613w, https://searchenginewatch.com/wp-content/uploads/2019/06/asg_ujB7OmNoSx01bqdB2Fart_bkC7KecNAZak26gL2F1557407329966-Picture3-300x146.png 300w" sizes="(max-width: 613px) 100vw, 613px" /></p> <p>Source: <a href="https://broadly.com/blog/how-to-respond-to-negative-reviews/" target="_blank" rel="noopener">Broadly</a></p> <p>A bad review, while it may seem harsh at first, can actually be a good thing. Ultimately, the way you handle negative reviews says a lot more about your company than the review itself. Additionally, <a href="https://www.chatmeter.com/blog/google-confirms-responding-to-reviews-improves-your-local-seo/" target="_blank" rel="noopener"><u>Google recently confirmed</u></a> that responding to reviews impacts local SEO.</p> <p>If you approach the situation carefully, you can turn a negative into a long-standing positive.</p> <h2>Know when it&#8217;s time to hire someone</h2> <p>As a small business grows, the task of managing an online reputation will obviously become more tedious. If you are carrying out these duties as an owner, you need to know where to draw the line and decide when it’s time to hire someone.</p> <p>Developing a small business requires much, much more than keeping up with an online reputation. If you are finding that your time commitment here is overshadowing other important jobs, it’s probably time to step back and hand over the job to someone else.</p> <p>Generally speaking, if you are spending more than one or two hours per day covering the duties involved with managing an online reputation, consider bringing someone on &#8211; at least part-time.</p> <p>As you are likely on a small budget, it can be tough to justify this overhead. However, keep in mind that growing an online reputation never truly ends. Having someone solely dedicated to this task is an investment that will save you time, money, and headaches in the future.</p> <h2>Over to you</h2> <p>Online reputation management is a job you need to take very seriously, no matter how big or small your business is.</p> <p>SMBs currently exist at an interesting point in time. They are growing their business when online sentiment plays a critical role in sales. Developing a robust plan and protocol for managing an online reputation early on is an integral part of long term success. Fortunately, doing so with a little-to-no budget is easier than ever.</p> <div><em>Manish Dudharejia is the President and Founder of E2M Solutions Inc.</em></div> <p>The post <a rel="nofollow" href="https://searchenginewatch.com/2019/06/19/online-reputation-management-tips/">How SMBs can effectively manage their online reputation on a shoestring budget</a> appeared first on <a rel="nofollow" href="https://searchenginewatch.com">Search Engine Watch</a>.</p> "We will make sure that Nokia is among the top three smartphone brands in next 4-5 years," says Ajey Mehta of HMD Global http://www.afaqs.com/news/story/55284_We-will-make-sure-that-Nokia-is-among-the-top-three-smartphone-brands-in-next-4-5-years-says-Ajey-Mehta-of-HMD-Global BREAKING NEWS: Advertising urn:uuid:dad63318-31d7-de48-144e-290762d5c25d Wed, 19 Jun 2019 07:30:00 +0000 In an exclusive chat with afaqs! the VP and country head of HMD Global talks about Nokia 2.2 and its latest campaign featuring Alia Bhatt. NBA hopes fans will bet real money on fake games https://adage.com/article/media/nba-hopes-fans-will-bet-real-money-fake-games/2179091 BREAKING NEWS: Advertising urn:uuid:53737229-7ae9-0979-acbf-9d1bf05474e6 Thu, 20 Jun 2019 01:48:57 +0000 <p>Just days after the completion of the 1,312th and final game of the 2018-19 NBA season, the league has embarked upon&nbsp;a new partnership that will reward fans with even more on-court action. That the upcoming slate of games will be generated by software shouldn’t be a deterrent to the sports bettors who will be encouraged to place a wager or two on the virtual contests.</p> <p>The league and its players’ union on Wednesday announced plans to develop NBA Last 90, a platform that will stitch together official highlights and footage in order to create a series of simulated fourth-quarter battles. (As the name suggests, the clips will be edited in such a way as to generate a seemingly authentic final 90 seconds of game play.) Gamblers looking for a roundball fix will then have an opportunity to bet on the outcome of each Frankensteined NBA experience.</p> <p>The virtual sports-gambling service will launch in Europe before arriving in select U.S. markets at some point during the upcoming NBA season. The NBA Last 90 project is a collaboration between the league and U.K. developer Highlight Games.</p> <p>“Virtual sports betting is incredibly popular in regions around the world and we’re looking forward to giving fans another innovative way to engage with the NBA,” Scott Kaufman-Ross, who heads up fantasy and gaming for the league, said in a statement.</p> <p>A <a href="https://vimeo.com/343194910">demo</a> on the <a href="https://highlight-games.com">Highlight Games site</a> offers a simulation of what users may expect from the NBA Last 90 service. With 90 seconds to go in regulation, the visiting Cleveland Cavaliers are all knotted up with Golden State, 83-83. Bettors can wager on as many as four outcomes, including a money line bet on which team will win outright and an over/under prop on how many three-pointers will be drained during the final minute-and-a-half.</p> <p>Once the bets are placed (a countdown clock lets users know how much time they have to pony up), the “game” begins. In the Highlight Games simulation, a healthy Kevin Durant sinks a three from the top of the key, while Cleveland’s Kyrie Irving answers with a deuce. Steph Curry dribbles around LeBron James for a layup—at first blush, the anachronistic rosters are a little jarring—and so on and so on.</p> <p>The cuts are seamless, but fans with the right set of eyes and an elephant’s memory for footwear will surmise that plays from at least four or five Cavs-Warriors games (one of which, without a doubt, was Game 1 of the 2017 NBA Finals) were used to populate the virtual showdown.</p> <p>Back to the “game.” The Cavs’ J.R. Smith&nbsp;hits a three at the buzzer, giving Cleveland a 92-90 victory. If you picked the Cavs and the over on the three-pointer prop, you’re the big winner! If you went the other way, perhaps betting real money on fake games isn’t for you.</p> <p>That the NBA will be the first major U.S. sports league to try its hand at virtual sports wagering should come as no surprise to those who’ve kept an eye on Commissioner Adam Silver. An outspoken advocate for dragging gambling from out of the shadows, Silver was instrumental in locking in the July 2018 gaming partnership with <a href="https://adage.com/article/media/place-bets-nba-inks-gambling-pact-mgm-resorts/314452">MGM Resorts International</a>. The MGM pact was signed shortly after the <a href="https://adage.com/article/cmo-strategy/supreme-court-ruling-opens-legal-sports-betting/313498">U.S. Supreme Court struck down the federal law prohibiting gambling</a> on sporting events.</p> <p>At a 2017 huddle with the heads of the NFL, NHL and Major League Baseball, <a href="https://adage.com/article/media/nba-commish-legalized-sports-gambling-a-safe-bet/309822">Silver predicted that gambling would be legitimized</a>, and it was up to the leagues to ensure that they profited from that inevitable development while taking steps to ensure that no funny business would be tolerated. “It’s a multi-hundred-billion-dollar illegal industry … and I think ultimately, as the owners of our intellectual property, we’re going to embrace it and also make sure that our integrity is protected at the same time,” Silver said.</p> <p>Silver first planted his flag back in 2014, when he <a href="http://www.nytimes.com/2014/11/14/opinion/nba-commissioner-adam-silver-legalize-sports-betting.html">wrote an editorial in The New York Times</a> in which he encouraged the government to allow states to offer a highly regulated form of legitimate wagering. Since the Supreme Court’s decision, eight states have legalized sports betting in some capacity and several others have various bills awaiting legislatorial action. &nbsp; &nbsp;</p> Once you've weighed the possibilities, you have to take that final leap of faith. https://www.smartbrief.com/sbrequest/aid/74E3ED28-BED1-455F-ADC6-091394DFF196 BREAKING NEWS: Advertising urn:uuid:5b45c4c4-2617-0d7f-11cf-73d643d1d21f Wed, 19 Jun 2019 14:25:58 +0000 <div style="clear:both;margin:20px auto;color:#666;">Ted Turner, media magnate and philanthropist Animal rights group accuses McDonald&#039;s of profiting from extreme chicken suffering https://www.thedrum.com/news/2019/06/19/the-humane-league The Drum - News urn:uuid:841c4f1f-e613-ad05-7df6-8d055272e95f Wed, 19 Jun 2019 15:36:00 +0000 <p>A new film from animal rights group The Humane League (THL) and Don't Panic singles out McDonald's over its treatment of chickens.</p> <p>THL argues that unlike other fast food joints like Burger King and Subway, McDonald's hasn't produced policies that take meaningful and measurable steps to address animal suffering. </p> <p>McDonalds claims it has improved its welfare policy – but THL claims that, to meet the needs of supply that keeps its network of restaurants stocked with McChicken burgers and chicken nuggets, the fast food chain still overfeeds its unlucky livestock, so that they grow large, fast.</p> <p>Such practices means some chickens become immobilised by the weight of their bodies, leaving them unable to walk properly and forcing them to sit in their own excrement. THL says the problem is so bad, if humans grew at a similar rate, we would weigh 300kg at two months old (47st 2lb).</p> <p>It’s not just bad news for chickens. THL argues that eating meat from sick and debilitated chickens raised within cramped factory farms can put humans at risk of contracting bacterial infections such as salmonella and campylobacter.</p> <p>To make its case against McDonald's, THL got Don’t Panic to create a film. </p> <p>Debuting under the title 'McGhoster,' defined by THL as "a person, group or company who avoids commitment" it says that McGhoster's are so cruel, they act all wholesome but refuse to commit to improving chicken welfare. </p> <p>The film opens through the gates of a dazzling mansion, where a party has come to an end – quite literally. </p> <p>Among the rubble of a destructed and gluttonous get-together, lie the bodies of the partygoers, apparently dead. </p> <p>While the camera peers around the house, which is packed with McDonald's and chicken references, answering machine messages play over the top. </p> <p>The messages show disdain at McDonald's for its welfare policy - without referencing it explicitly. </p> <p>"Did you really think we wouldn't find out?" one person asks. "How can you sleep at night?" asks another. "I'm not loving it!" shouts a caller – a nod to McDonald's famous ad tagline. </p> <p>The film ends with the onscreen text 'The party's over McDonald's' while an ominous cockerel crows. </p> <p>It then reads 'McDonald's has been profiting from extreme chicken suffering. Make them change their ways. <a href="https://imnotlovinit.com/mcghoster/#!">Sign the petition at McGhoster.com #McGhoster' </a>leading viewers to a website where they can share their support. </p> <p>So far, 17,279 people have signed the petition, which aims to get 70,000 signatures. </p> <p>The film will be supported by a series of brand-jacking posters, ad vans and social posts to build momentum and encourage consumers to speak up.</p> <p>You can now even find definitions for #McGhoster on Wikipedia and Urban Dictionary. </p> <div class="multimedia" contenteditable="false" entity-bundle="creative_showcase" entity-id="27947" entity-type="news_components" select="Creative Showcase"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="top"> <h3 class="title">: 'The Party's Over McDonalds '</h3> </div> <div class="agency"><b>Agency:</b></div> <div class="client"><b>Client:</b></div> <div class="date"><b>Date:</b> June 2019</div> <div class="description"> <div>Existing to end the abuse of animals raised for food, The Humane League (THL) is campaigning against McDonald's over its treatment of chickens.</div> <div>It argues that unlike other fast food joints like Burger King and Subway, McDonald's hasn't produced policies that take meaningful and measurable steps to address animal suffering. </div> <div>McDonalds claims it has improved its welfare policy. Despite this, to meet the needs of supply that keeps its network of restaurants stocked with McChicken burgers and chicken nuggets, it still forcefully overfeeds its unlucky chickens, so that they grow large, fast.</div> <div>Such practice means some chickens become immobilised by the weight of their bodies, leaving them unable to walk properly, so they have to sit in their own excrement.</div> <div>THL says the problem is so bad, if humans grew at a similar rate, we would weigh 300kg at two months old (47 st 2lb).</div> <div>And it’s not just bad for the chickens. THL argues that eating meat from sick and debilitated chickens, raised within these cramp factory farms, can put humans at risk of contracting bacterial infections such as salmonella and campylobacter.</div> <div>To make its case against McDonald's profiting on chicken suffering heard, THL got Don’t Panic to create a film.  </div> <div>It's message? That the party is over for McDonald's. Branding it with the title 'McGhoster,' defined by THL as "a person, group or company who avoids commitment" it says that McGhoster's are so cruel, they act all wholesome but refuse to commit to improving chicken welfare. </div> <div>The film opens through the gates of a dazzling mansion, where a party has come to an end - quite literally. </div> <div>Amongst the rubble of a destructed, gluttonous party, lay the bodies of the partygoers, assumingly dead. </div> <div>While the camera peers around the house, packed with McDonald's and chicken references, answering machine messages play over the top. </div> <div>Assumingly McDonald's voicemail, the messages show disdain at McDonald's for its welfare policy - without referencing it explicitly. </div> <div>"DId you really think we wouldn't find out?" one person asks. "How can you sleep at night?" asks another. "I'm not loving it!" shouts a caller - a nod to McDonald's famous ad tagline. </div> <div>The film ends with the onscreen text 'The party's over McDonald's' while an ominous cockerel crows. </div> <div>It then reads 'McDonald's has been profiting from extreme chicken suffering. Make them change their ways. Sign the petition at McGhoster.com #McGhoster' leading viewers to a website where they can share their support. </div> <div>So far, 17,279 people have signed the petition, which aims to get 70,000 signatures. </div> <div>The film will be supported by a series of brand-jacking posters, ad vans and social posts to build momentum and encourage consumers to speak up.</div> <div>You can now even find definitions for #McGhoster on Wikipedia and Urban Dictionary. </div> </div> <div class="additional_credits"><b>Credits:</b><br />  </div> <div class="tags"><b>Tags:</b> UK</div> <div class="clearfix"> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/lALHtSIIWkU?wmode=opaque" title="McDonald's: The Party's Over" width="498">Video of McDonald&amp;#039;s: The Party&amp;#039;s Over</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="clearfix"> </div> </div> <div class="loading">Loading...</div> </div> </div> <p> </p> Del Taco sold 2 million plant-based Beyond Meat tacos in less than 2 months. Now, the chain is rolling out Beyond Burritos stuffed with french fries. https://www.businessinsider.com/del-taco-launches-beyond-meat-burritos-after-taco-success-2019-6 BREAKING NEWS: Advertising urn:uuid:3ab6b730-c0b0-18d6-7718-19baa37fdf59 Wed, 19 Jun 2019 14:00:00 +0000 <p><img src="https://static1.businessinsider.com/image/5ce561ac712a5d00333e7196-2222/del taco beyond meat-1.jpg" border="0" alt="Del Taco Beyond Meat" data-mce-source="Hollis Johnson/Business Insider" /></p><p></p> <ul class="summary-list"> <li><a href="https://www.businessinsider.com/category/del-taco">Del Taco</a> sold roughly two million Beyond Tacos &mdash; made with <a href="https://www.businessinsider.com/category/beyond-meat">plant-based Beyond Meat</a> &mdash; in less than two months.</li> <li>On Thursday, the chain announced it is launching two Beyond Meat burritos, including one stuffed with french fries.</li> <li>The Beyond Meat tacos were one of the most successful product launches in Del Taco's history.&nbsp;</li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li> </ul> <p>Del Taco struck gold with its Beyond Meat tacos. Now, the chain is doubling down.</p> <p>On Thursday, Del Taco announced that its Beyond Meat tacos are officially one of the best-selling new products in the chain's history. Since the fast-food chain launched the plant-based tacos in late April, Del Taco has sold roughly two million Beyond Meat tacos.</p> <p><em><strong>Read more:</strong><a href="https://www.businessinsider.com/del-taco-vegan-beyond-meat-taco-success-2019-5"> Del Taco's vegan Beyond Meat taco is on track to become one of the chain's most successful new menu item launches ever&nbsp;</a></em></p> <p>Now, the chain is launching more options with Beyond Meat: the Beyond 8 Layer Burrito and the Epic Beyond Cali Burrito.&nbsp;</p> <p><img src="https://static3.businessinsider.com/image/5d08f56b6fc9205df0118c24-1920/beyondburritos.jpg" border="0" alt="Beyond Burritos" data-mce-source="Del Taco" /></p> <p>The Beyond 8 Layer Burrito includes Beyond Meat crumbles, beans, guacamole, tomatoes, lettuce, cheese, red sauce, and sour cream. The Epic Beyond Cali Burrito is a burrito stuffed with Del Taco's fries alongside Beyond Meat crumbles, sour cream, guacamole, and pico de gallo salsa.</p> <p>"We believe the Beyond platform will drive sales while further strengthening our QSR+ [quick-service restaurant-plus] brand position, and we see incredible future opportunity to expand this protein across our menu," <span>CEO John Cappasola&nbsp;</span><a href="https://www.fool.com/earnings/call-transcripts/2019/05/06/del-taco-restaurants-inc-taco-q1-2019-earnings-cal.aspx">told investors</a> soon after the Beyond Taco launch.</p> <p>"The team did a great job developing a proprietary and unique flavor profile that tastes incredibly similar to our current ground beef, allowing us to broaden its appeal to not only attract vegans and vegetarians but also those looking for 'better-for-you' options or to reduce red meat without sacrificing flavor," Cappasola added.</p> <p>BTIG analyst Peter Saleh said in a note in early May that he was encouraged by the same-store sales and traffic improvement following the debut of Beyond Meat at Del Taco, though it is difficult to determine at this point whether the improvement will be sustainable.</p> <p>"So far, the Beyond Meat Tacos are performing above the levels of the Del Taco, one of the most successful product launches in the company's history," Saleh said.</p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/del-taco-beyond-taco-review-2019-5" >We tried Del Taco's meatless Beyond Taco — and it revealed why vegan substitutes are sweeping fast food</a></strong></p> <p><a href="https://www.businessinsider.com/del-taco-launches-beyond-meat-burritos-after-taco-success-2019-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/whataburger-in-n-out-burger-texas-fast-food-2019-5">We tried Whataburger, the 'In-N-Out of Texas' — here's our verdict</a></p> Why patience paid off for Quickbooks and marketing agency Hearts & Science in the ‘Backing You’ campaign https://adage.com/article/special-report-cannes-lions/why-patience-paid-quickbooks-and-marketing-agency-hearts-science-backing-you-campaign/2179056 BREAKING NEWS: Advertising urn:uuid:735044d8-e3c6-8d4d-690f-b3fd7caa34e1 Wed, 19 Jun 2019 20:47:32 +0000 <p>The ROI on the Cannes Lions International Festival of Creativity is similar to the ROI on a brand campaign, in one way at least—sometimes it's good to&nbsp;those who wait.</p> <p>"Unfortunately, you can't optimize Cannes the way you can optimize a campaign in real time," says Hearts &amp; Science CEO Erin Matts. "The payoff is sometimes months or years later."</p> <p>Matts' client, QuickBooks Global Brand Marketing Director Michelle Taite,&nbsp;who chats with Ad Age at Cannes, argues that's not entirely different from a campaign.</p> <p>"We track long- and short-term [performance]," Taite says, noting not everything "happens over night."</p> <p>While agencies and clients can track short-term success in how many impressions, interactions, views, etc., a campaign garners, in real time, the effect it has on business results—and brand recognition&nbsp;takes time.</p> <p>For example, QuickBooks' "Backing You" campaign—iterations of which have featured Danny DeVito—launched in 2017 by Heats &amp; Science and TBWA\Chiat\Day, and helped the brand gain recognition among&nbsp;"those who work for themselves, small businesses, the self-employed," Taite says. That, however, took longer "shifts in attribution."</p> The Simplest Answer to, "What Is Product Marketing?" https://blog.hubspot.com/marketing/what-is-product-marketing Inbound Hub | Marketing urn:uuid:eb62d437-27af-2dd2-7cdd-43f39bdf88bf Wed, 19 Jun 2019 18:41:00 +0000 <div class="hs-featured-image-wrapper"> <a href="https://blog.hubspot.com/marketing/what-is-product-marketing" title="" class="hs-featured-image-link"> <img src="https://blog.hubspot.com/hubfs/what-is-product-marketing.jpg" alt="what-is-product-marketing" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>Pop quiz: If you had to define product marketing right now, what would you say?</p> <p>A lot of folks have difficulty answering this question -- but don't worry, it's not your fault. Although product marketing is a prominent department across both B2B and B2C companies, it's pretty hard to find a good definition of it anywhere ... even on Google.</p> <p>Pop quiz: If you had to define product marketing right now, what would you say?</p> <p>A lot of folks have difficulty answering this question -- but don't worry, it's not your fault. Although product marketing is a prominent department across both B2B and B2C companies, it's pretty hard to find a good definition of it anywhere ... even on Google.</p> <p>What makes it especially difficult is that it's one of the few job functions that touches product, marketing, <em>and</em> sales. It all comes down to knowing the target customer and testing to find ways to learn more about them and how best to interact with them.</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=08b5e1f4-5d26-405b-b986-29c99bd0cb14&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px" alt="Use these&nbsp;free templates to execute a successful, coordinated product launch. [Free Kit]" src="https://no-cache.hubspot.com/cta/default/53/08b5e1f4-5d26-405b-b986-29c99bd0cb14.png" align="middle"></a></p> <p></p> <p>The thing is, product marketing doesn't stop once the product has gone to market (if it did, well, product marketers at a one-product company wouldn't have much to do after the product's launch). The process of marketing a product lasts well after its launch to ensure the right people are aware of the product, those people know how to use it, and that the needs and feedback of those people are being listened to over the product's lifecycle.</p> <p>Inspired by HubSpot's former product marketing director, <a href="https://www.linkedin.com/in/rickburnes/">Rick Burnes</a>, let's talk about where to start in product marketing, the steps you need to take to launch a product, and what other aspects of your business can support this product as it grows.</p> <p>For Rick's entire SlideShare, explore the presentation below.</p> <iframe style="border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;" src="http://www.slideshare.net/slideshow/embed_code/key/eJfRwwkoS0oZrf" width="595" height="485" frameborder="0" allowfullscreen> </iframe> <div style="margin-bottom: 5px;"> <strong> <a href="http://www.slideshare.net/rickburnes/an-inbound-marketers-guide-to-product-marketing" title="An Inbound Marketer's Guide to Product Marketing">An Inbound Marketer's Guide to Product Marketing</a> </strong> from <strong><a href="https://www.slideshare.net/rickburnes">rickburnes</a></strong> </div> <p>Now, let's get into it. What does product marketing process look like before, during, and after a product is launched?</p> <h3>Product Marketing Starts With Your Customer</h3> <p>As Rick Burnes shows us in the slides above, HubSpot's early years faced a challenge that lots of small businesses face: product ambiguity. Except for the slight majority of people who perceived HubSpot as "marketing services" -- which is indeed <a href="https://www.hubspot.com/products/marketing?_ga=2.264165892.963844705.1560801203-983944916.1546275206">part of our product stack</a> -- our perception consisted of numerous other terms that our audience used to describe us.</p> <p>This is a chief reason businesses implement a formal product marketing operation, and it starts with your buyer persona.</p> <p>A great product means nothing if it doesn't get the attention of the people who would benefit from it. So, who's your audience for this product? How (and where) are you reaching them, and what's the <em>story</em> you're telling to present this product to them? When preparing to launch a product, working with the rest of your marketing team to identify your customer and this messaging is critical.</p> <h3>Seven Critical Steps of Product Marketing</h3> <p>When product marketers know exactly whom their product caters to, the marketing can begin. Here are seven things product marketers may do before, during, and after their product enters the market:</p> <ol> <li><strong>Product Research:</strong> A helpful and well-made product isn't made in a vacuum, and it also isn't marketed in one. In the weeks and months prior to a product launch, product marketers work with the product's developers to test the product both internally and externally through controlled beta environments.</li> <li><strong>Product Story:</strong> Products are also brought to market in the form of a story. What problem does the product solve? Who's facing this problem? How does it solve this problem? What does it do that competitors don't?</li> <li><strong>Product-Focused Content:</strong> Product marketing's next stop is the desks of the content creators. Here, product marketers may create and <a href="/marketing/how-to-do-a-b-testing">A/B test</a> various marketing copy, blog content, case studies, and landing pages on their website -- all dedicated to literally describing the product.</li> <li><strong>Product Launch Plan:</strong> No product marketing team is complete without a written launch plan, spelling out every last stage of the marketing process and who's responsible at each point.</li> <li><strong>Product Launch Meeting:</strong> When the product is launched, everyone involved meets the day it's rolled out. Much like a rocket launch, this is the product marketer's finest hour -- it's the climax of a product marketing campaign.</li> <li><strong>Community Engagement:</strong> As product marketing generates enough buzz around the product within the industry, it's common for the marketing team to capitalize on what the market is saying about them. This includes reaching out to partners, influencers, and existing customers for commentary.</li> <li><strong>Sales Enablement:</strong> As a product is being prepared for the marketplace, the sales team is waiting in the wings to develop a sales strategy around this new business opportunity. It's the product marketing team's job to meet with sales staff before, during, and after the product is rolled out to the public. This ensures the messaging created for this product is consistent all the way through to the first sales call.</li> </ol> <p>As you develop your product marketing team, and your product marketing strategy, think about how the elements above might take shape, and who you'll need to work with to make it a success. Want more information on product marketing? Click below.</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=369e278d-c4ef-4fe9-8d4f-9fa05d0f236b&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Product Marketing Kit" src="https://no-cache.hubspot.com/cta/default/53/369e278d-c4ef-4fe9-8d4f-9fa05d0f236b.png"></a></p> <div> <a class="close">&nbsp;</a> <a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=a344469a-202c-4055-a5e5-5de9ec5040e1&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Product Marketing Kit" src="https://no-cache.hubspot.com/cta/default/53/a344469a-202c-4055-a5e5-5de9ec5040e1.png"></a> </div> <img src="https://track.hubspot.com/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fwhat-is-product-marketing&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> As brands get busy coining six word horror stories on Twitter.. http://www.afaqs.com/news/story/55290_As-brands-get-busy-coining-six-word-horror-stories-on-Twitter BREAKING NEWS: Advertising urn:uuid:f5017831-4d4d-ed38-7a5e-7f84da4139bf Wed, 19 Jun 2019 07:30:00 +0000 <a href="http://www.afaqs.com/news/story/55290_As-brands-get-busy-coining-six-word-horror-stories-on-Twitter"><img src="http://www.afaqs.com/all/news/images/news_story_grfx/2019/55290_1_home_small.jpg" alt=" " hspace="5" align="left" width="59" height="59" border="0"/></a> The format has been trending for over a day now on the micro blogging site. SEO Basics for SaaS Companies via @TaylorDanRW http://tracking.feedpress.it/link/13962/12036605 Search Engine Journal urn:uuid:36c67720-0f23-30ad-e7ea-85bc8061aacb Wed, 19 Jun 2019 11:45:54 +0000 <p>Learn the basic considerations that SaaS companies must address when executing an SEO strategy.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-basics-saas-companies/312707/">SEO Basics for SaaS Companies via @TaylorDanRW</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12036605.gif" height="1" width="1"/> Google says that it's investigating an issue where the previous owner of a used Nest Cam can spy on new users (GOOG, GOOGL) https://www.businessinsider.com/nest-cam-security-issue-lets-previous-owners-spy-2019-6 BREAKING NEWS: Advertising urn:uuid:9b6d2848-d29a-fbb4-fa8b-ffdeb06608b5 Thu, 20 Jun 2019 02:14:53 +0000 <p><img src="https://static4.businessinsider.com/image/5d0ad79f638af2480e315295-2005/img4530-2.jpg" border="0" alt="Nest Cam " data-mce-source="Business Insider / Jillian D'Onfro" /></p><p></p> <ul class="summary-list"> <li>Some users who have sold their <a href="https://store.google.com/product/nest_cam?hl=en-US">Nest Cam Indoor</a><span> devices are still able to access images from those devices, even after a factory reset has occurred, according to a <a href="https://thewirecutter.com/blog/used-nest-cams-can-let-people-spy-on-you/?utm_medium=social&amp;utm_source=twitter&amp;utm_campaign=social-promo">Wirecutter report</a> on Wednesday.&nbsp;</span></li> <li><span>The report said Nest Cam Indoor devices that have been paired with Wink &mdash; an app that allows users to control their smart home devices &mdash; are vulnerable to the newly discovered privacy issue.&nbsp;</span></li> <li><span>A Google spokesperson told Business Insider on Wednesday that it was "recently made aware" of the issue and "actively investigating it and working on a fix."&nbsp;</span></li> <li><a href="https://www.businessinsider.com/">Visit Business Insider's homepage for more stories.</a><span></span></li> </ul> <p>A new report may have you thinking twice, if you were planning on buying a used <a href="https://www.businessinsider.com/category/nest">Nest</a> Cam.&nbsp;</p> <p>According to a <a href="https://thewirecutter.com/blog/used-nest-cams-can-let-people-spy-on-you/?utm_medium=social&amp;utm_source=twitter&amp;utm_campaign=social-promo">Wirecutter report</a> on Wednesday, some users who have sold their <a href="https://store.google.com/product/nest_cam?hl=en-US">Nest Cam Indoor</a><span> devices are still able to access images from those devices, even after a factory reset had occurred. That means those who sold their Nest Cams can tap into the security feeds of the new owners.&nbsp;</span></p> <p><span>The report said only Nest Cam Indoor devices that have been paired with a <a href="https://www.wink.com/products/wink-hub/">Wink hub</a> &mdash; a hardware product that allows users to connect and sync an array of smart home devices &mdash; are vulnerable to the newly discovered privacy issue. Previous owners are reportedly able to view the images via their Wink app.&nbsp;</span></p> <p><span>A Google spokesperson told Business Insider on Wednesday: "We were recently made aware of an issue affecting some Nest cameras that are connected to a third party partner via Works With Nest. We're actively investigating it and working on a fix."&nbsp;</span></p> <p><span>The spokesperson did not say when the fix was expected or how many users had been impacted.&nbsp;</span></p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/interview-google-nest-product-vp-rishi-chandra-on-privacy-in-ambient-world-2019-5">Nest's product boss says it's time to rethink what it means to 'own' a tech product: 'We're not going to allow the owner dictate how our products work'</a></em></p> <p><em><img src="https://static2.businessinsider.com/image/55831238f7b10514708b4831-557/cam_main_final.jpg" border="0" alt="Nest cam " data-mce-source="Nest " /></em></p> <p><span>According to Wirecutter &mdash; which replicated the scenario itself after hearing murmurs of the bug on a <a href="https://www.facebook.com/groups/WinkUsersGroup/">Wink Facebook Group</a> &mdash; the content accessible by previous device owners are "still images snapped every several seconds" rather than the typical video stream captured by the security cams. Even so, being able to view images from the new device owners is a concerning privacy breach.&nbsp;</span></p> <p><span>For Nest, the security blunder reported on Wednesday harkens back to February, when it was discovered that a microphone had been embedded in its Nest Secure alarm system without giving notice to its users. At the time, <a href="https://www.businessinsider.com/nest-microphone-was-never-supposed-to-be-a-secret-2019-2">the company said</a> the microphone was "never intended to be a secret and should have been listed in the tech specs."&nbsp;</span><span></span></p> <p><em><strong>Got a tip?</strong> Contact this reporter via Signal or WhatsApp at +1 (209) 730-3387 using a non-work phone, email at </em><a href="mailto:nbastone@businessinsider.com"><span><em>nbastone@businessinsider.com</em></span></a><em>, Telegram at nickbastone, or Twitter DM at </em><a href="https://twitter.com/NickBastone"><span><em>@nickbastone</em></span></a><em>.</em></p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/google-announces-nest-hub-max-smart-hub-2019-5" >Google's new $229 'smart hub' device has a built-in Nest camera that can recognize your face</a></strong></p> <p><a href="https://www.businessinsider.com/nest-cam-security-issue-lets-previous-owners-spy-2019-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/apple-worldwide-developer-conference-2019-event-watch-2019-6">Watch Apple's 2019 WWDC event in 11 minutes</a></p>