From supply chain to customer interactions, Heineken is blazing a new marketing path with its superior data, artificial intelligence and IoT capabilities. The brand has not only piloted a program for collecting in-store behavior data in real time and developed a realistic chatbot to talk with football fans, it has engineered an IoT-enabled bottle that drives interaction in the moment.
Social network Lego Life has reached 3 million downloads and has added 700,000 users during the past month, but rapid growth has presented a challenge. Internal processes were not agile and rollout of features took too long until developers and creative teams worked more closely together, Senior Global Director Robert Lowe says.
As a freelance designer it's important to build a name for yourself in order to stand out from the crowd and generate business. Social media expert and content marketer Natalie Steers' advice for succeeding as a freelancer includes blogging to maximize your online presence, networking online and in person, using online marketing tools and seeking client referrals.
The best way to determine why you were passed over for a promotion is to start a dialogue with your manager about it, writes Shannon Fitzgerald. Consider your accomplishments and areas in which you have improved, and use the time with your manager to set goals for further development.
Rap star Drake is following a series of humorous short spots for his whiskey brand Virginia Black with a new spot featuring his father, Dennis Graham, as "The Realest Dude Ever." The ad plays off Drake's corny smoothness when an attractive woman passes him up for his ultra-slick father, who then compliments his son's turtleneck.
Business-to-business marketers can boost performance by incorporating artificial intelligence in content production, Marcia Riefer Johnston of the Content Marketing Institute writes. Following the advice of Paul Roetzer in a recent presentation, Johnston suggests getting started by picking one onerous task and finding a technology that could simplify it.
Nandini Rathi offers tips for success in using data and analytics in marketing. Her recommendations include starting with high-quality customer data, using customized metrics dashboards so that key measurements are easier to track and analyze, and using visualization tools that best fit the data narrative you hope to relay.
Obstructing text is one of the newest trends designers are experimenting with, Carrie Cousins notes in explaining how bucking conventional wisdom can sometimes pay dividends.
Cousins explains several ways to employ the tactic, but warns the technique is not easy to pull off.
Beauty brands are moving toward using influencer endorsements versus celebrity endorsements, because in many cases influencers offer more authenticity and give a bigger boost to brand sales. Tribe Dynamics found that in the first six months of 2017, 80% of the top 15 beauty brands were connected with an influencer as part of a co-venture.
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