Mattel is tapping Tongal's community of 120,000 creators to crowdsource content, including digital videos and television spots, in a two-year deal to promote Mattel's toy brands. The pilot project, a special featuring American Girl dolls, is set to debut on Amazon Prime Video in November.
Foreign capital, particularly from China, will continue to flow into the US hospitality industry and may well prove to be a gusher, panelists predicted at the recent Dallas Hotel Conference. "It's only going to get bigger over time," said Dave Johnson, president and CEO of Aimbridge Hospitality.
Business-to-business marketers are most excited in 2016 about the optimization of customer experience, an Econsultancy survey finds. Other opportunities highlighted include digital-content creation, personalized data-driven campaigns, and engagement through video.
Marketers have made great strides in improving content, but they must continually increase the value customers receive from content to be effective. Robert Rose recommends assessing your content strategy and following a framework for success.
With more than 1 billion websites floating around the web, a " 'build-it-and-they-will-come' approach to marketing is likely doomed to failure," Rob Gravelle writes. Gravelle says that the solution to this is to apply an SEO-friendly strategy to your design to optimize your search rankings and direct more visitors to your site.
The fast pace at which social media tools change can cause anxiety for companies, but it's best to persevere and use the platforms as valuable forums to reach distinct audiences, Sarah Clark writes. "Don't be afraid to test out possibilities to see what kind of growth is possible," she adds.
Mobile devices have contributed to a culture where professionals feel they should always be available to work, writes Mercedes De Luca. This development has led to health problems and lower productivity while failing to improve the work quality of most professionals, De Luca writes.
Ad-technology salespeople should take a comprehensive approach to sales instead of relying on traditional training, Steve Bookbinder writes. To win sales, focus on being an expert, understanding the market, knowing the client, and being a problem-solver, Bookbinder advises.
Jeep is celebrating its 75th birthday by letting its biggest fans share their passion for the brand on a dedicated site and across social media. "Giving owners and fans the opportunity to tell their own story adds an emotional lens that ties them directly to the brand," said Olivier Francois, chief marketing officer of parent company Fiat Chrysler.
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