Marketing
Top stories summarized by our editors
12/15/2017

Coca-Cola has added a visual surprise to this year's polar bear-themed holiday cans. A brand fan found hidden silhouettes of the company's iconic bottle nestled in the features of the much-loved bear family, which the company included to ensure the bears were instantly recognizable as a brand asset, said Design Director Frederic Kahn.

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Today
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Coca-Cola
12/15/2017

A list detailing where shoppers in each state like to buy groceries topped the lineup of most-read food and beverage stories this week, followed by tales from packaged food brands including Oreo, General Mills and McCormick & Co. News from Kroger, Ahold Delhaize and Conagra also ranked high with readers.

12/15/2017

Jeff Herrmann advises how to develop a better understanding of your email subscribers, starting with segmenting prospects by demographics and firmographics -- the characteristics of the individual's company. Further this analysis by segmenting based on user behavior, and cross-analyze your audience against the wider market, he writes.

12/15/2017

Think differently in 2018 and improve your lead-generation strategy by creating intimate events for very targeted audiences, Tom Shapiro writes. Go all in if a strategy is already working, and consider firing clients who take up too much time for too little money to make way for new leads, he writes.

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Chief Marketer
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Tom Shapiro, Lead generation
12/15/2017

Ensure you have a robust content marketing strategy in place for next year, one that is based on a comprehensive understanding of your audience and that takes into account what's worked and what hasn't in 2017. Identify the right content for individual channels, use an editorial calendar and use key performance indicators to measure success.

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Econsultancy
12/15/2017

Don't neglect tried-and-tested business-to-business marketing strategies such as regularly talking to prospects and customers, or working with like-minded companies on joint content. Focus on more nuanced metrics than just lead volume, and do the technological and processes groundwork needed before trying to implement advanced tech, like artificial intelligence.

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CMSWire
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artificial intelligence
12/15/2017

Marc Pritchard, chief brand officer at Procter & Gamble, didn't mince words in his keynote at the 2017 ANA Multicultural Marketing & Diversity Conference in Miami Beach, Fla.: "If you're not a multicultural marketer in the U.S., you have no chance [at success]." For companies to grow and prosper, they need to not only think multicultural, but also create a culture that values diversity and being a force for good. Here are six ways to go about it.

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ana.net
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Procter & Gamble, Marc Pritchard
12/15/2017

Watercolor brush sets should be part of any collection of tools that designers can count on to improve a website's appearance, whether it's creating a background or a logo. Line 25 suggests 25 high-resolutions sets available online for free.

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Line25
12/15/2017

Businesses can use plug-ins to turn their WordPress-based site into a mobile app, Rafay Ansari writes and suggests four plug-ins that can substitute for developing an app from scratch. Sites can benefit from an app if they want to enable users to access them offline or to store data on their devices.

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WebDesignerDepot
12/15/2017

Many of the world's most recognizable logos contain prominent color elements that provide the brand with a strong identity, Ben Bate notes. He offers 10 examples of how designers have applied colors effectively to create a memorable logo.

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1st Web Designer
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Ben Bate