PepsiCo's Creator division has been teaming with artists, animators and other creative talent for projects designed to engage millennials, who are more drawn to visual than print media experiences. Recent examples are musical bubble machines to launch the brand's new F!ZZ drink at the World Maker Faire in September and the Pepsi Art Dome, an interactive show featuring animation, lights and songs at the Voodoo Music and Arts Experience in New Orleans in October.
Social networks, with sensitivity to users' tolerance for advertising, offer a promising way to avoid the online ad blockers consumers have embraced. This article has pointers help you get started with paid advertising on six of the most popular networks, including Facebook, Twitter and Instagram.
Forrester says business-to-business marketers will need to have a more customer-centric strategy in 2016 as buyers are shying away from salespeople to do product research themselves. B2B companies need to allow customers to purchase online, make mobile a core part of their marketing strategy, and use burgeoning data to engage with prospects in interesting, innovative ways.
Just 4% of business-to-business companies consider themselves to be experts in customer experience, but 57% want to become industry leaders in the next three years, according to Temkin Group. To get there, companies should focus on leadership, brand values, employee engagement and connecting with customers.
The digital world has allowed for marketing to smaller audiences and has expanded access to small food startups who give larger companies a better understanding of what consumers expect from food, according to General Mills' Ann Simonds. The company has invested in digital campaigns for its Cinnamon Toast Crunch and has worked with Annie's, which General Mills acquired last year, to expand its natural and organic options, Simonds said.
Business growth is marketers' biggest pain point for next year, the American Marketing Association’s Marketing Advisory Council reports. Around a third say data and analytics, content marketing and business growth are major challenges.
Vary your content formats with infographics, e-books, blogs and videos to create engagement with prospective buyers, writes Search Laboratory's Anna Francis. Distribute content via social media, make it easy for people to share it, optimize it for mobile and use paid media to build your reputation and reach more potential customers.
Nearly three-quarters of marketers intend to boost their data marketing spending, a GlobalDMA/Winterberry Group study reports. Marketers should partner with media companies to take advantage of their prospects' intent-based data and their company's customer data to improve account-based marketing.
Improve your business-to-business sales pitch by weaving a story with visual content and allowing prospects to self-navigate through your presentation, writes Prezi's Drew Banks. Place the most relevant information in the overview, create images to break down complex information, and consider alternatives to a traditional slideshow.
Honda is giving consumers the chance to instantly win an Apple Watch or Amazon gift card as part of its “Happy Honda Days” push if they retweet one of the brand's messages. The automaker will donate one dollar to the Pediatric Brain Tumor Foundation for each retweet, up to a maximum of $100,000.
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