Dos Equis Vice President of Marketing Andrew Katz explains how consumer insights prompted the brand to enlist a new spokesman and how humor is a pillar of the beer's advertising, including its iconic Most Interesting Man in the World character. He also talks about how Dos Equis has innovated on social media, noting it was the first beer brand globally to attain 1 million Facebook likes.
As part of Taco Bell's launch of the Naked Chicken Chalupa, the company organized an invitation-only event with a pop-up speak-easy in Manhattan. The campaign's goal was to get the new menu item into the hands of the loudest influencers, said Matt Prince, brand engagement manager at Taco Bell.
Anheuser-Busch InBev is moving longtime marketing staffer Andy Goeler into the role of vice president for Bud Light. "He is the most experienced marketer we have in our organization, and he's got an outstanding track record of results," said US Marketing Vice President Marcel Marcondes.
Voss Water is embarking on a monthlong program in the US to develop awareness for clean-water initiatives in Africa. The program will be bolstered by a social media and radio campaign, as well as in-store activations.
Acquire detailed knowledge of buyer personas to be ready for initial engagement by prospects, ensure messaging is geared to the customer's needs, nurture prospects to make the buying process as hassle-free as possible, and foster relationships after sales to encourage customers to become brand advocates.
Three-quarters of marketers are spending more on content marketing, and 43% are hiring more staff for content teams, per the Content Marketing Institute, MarketingProfs and Curata. Christine Comaford explains why content is so important for marketers and recommends blogs, infographics and SlideShare as key ways to engage an audience.
The ANA has commented on brand safety on YouTube and said that the biggest priority for any platform that is used by marketers should be "to do no harm." CEO Bob Liodice said in an advisory note that "protecting the brand should stand head and shoulders above everything else."
Brands such as InterContinental, Apple, Amazon, Hyatt and Starbucks are encouraging empathy in their campaigns, moving beyond selling to reinforcing the qualities consumers should have as human beings. Megan Garber explores the reasons behind this trend and its moral implications for society.
Just 7% of marketers have the ability to deliver real-time messaging in both the physical and digital realms, and 21% say they've started to explore real-time options, per the CMO Council. Some 54% cite budget constraints as the biggest obstacle to achieving truly data-driven customer experiences.
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