Coca-Cola has launched an ad campaign in the UK to promote Coca-Cola Zero Sugar, designed to associate the brand more closely with the flavor of Coca-Cola Classic. The $5.4 million campaign includes a TV spot as well as bus and bus shelter advertising.
Brands such as Goodyear, Allstate and Capital One are capitalizing on the fervor of college football fans, and their sponsorship efforts are paying off. "Our research shows that [college football] fans are two times more likely to purchase Goodyear if they're aware of our Cotton Bowl sponsorship," Seth Klugherz of Goodyear said.
Heineken is offering a money-back guarantee to promote its low-carb brand Heineken 3 in Australia, which launched last summer. "The money-back guarantee campaign is one way that we are bringing our 12-month sampling campaign to life, as we know that when consumers try Heineken 3, they love the taste and repeat purchase intent is high," said Marketing Manager Nada Steel.
Place as much importance on customer retention as you do on wooing prospects. Find out how you can add further value to their business, determine a nurturing strategy that addresses their needs, and showcase success stories on social platforms.
Pinpoint your brand's most applicable keywords to attract the right digital audience and to ensure your A/B testing results in reliable data from prospects.
Artificial intelligence gives marketers the potential to build a holistic view of individual customers and to take action in real time. AI can match subject experts from your sales staff to customers most apt to be receptive to their knowledge, and it can enable you to engage personally with individuals on an unprecedented scale.
Peter Gold, chief marketing officer of Shop.com, focuses on global brand building by leveraging social media and user-generated content. Of these campaigns, Gold states, "You can read reviews and testimonials, or see a video testimonial of an actual customer who used the product and talks about how it changed their life or helped them with a particular problem. That type of content is very powerful."
Fifty-seven percent of US marketers think predictive analytics is the key to better engage with consumers, in contrast to just 11% of overseas marketers, per Marketo. Half of US respondents said machine learning would be a priority in the next 12 months, compared with only one-fourth of marketers internationally.
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