The news that General Mills may divest underperforming businesses and raise prices to offset higher costs ranked first on this week's list of most-clicked food and beverage stories. Kraft Heinz's plan to drive growth, a list of the biggest CPG firms and SUPERVALU's decision to sell Farm Fresh stores also made the top five.
BBDO's new campaign for Mountain Dew brings back Danny McBride as the clueless "Dewey Ryder" who thinks he's going to get to compete in his first NASCAR race in a Mtn Dew car that's been modified with nitrous tanks and a minifridge. The anthem spot is running on YouTube and digital, with shorter TV versions, and social content across Snapchat, Facebook, Twitter and Instagram.
POPSUGAR is ramping up its experiential and events business with a June Play/Ground festival in New York City that aims to entertain women and help advance their careers. Shire and Nordstrom are among sponsors of the event and will create brand activations to give attendees hands-on time with their products.
Target and NBC created an integration with the network's comedy show "Superstore," featuring an episode with the retailer appearing in the title and playing a central role in the narrative. "To be an effective marketer, we have to be able to meet our guests where they are, and when it comes to broadcast, that can be challenging as the trend of ad-skipping increases," said Target marketing chief Rick Gomez.
When Guinness and agency R/GA began looking for ways to broaden the brewer's audience, they first went "back to the data," said R/GA London's Nicola Davies. After discovering that foodies were using Guinness in recipes and for meal pairings, the brand launched more collaborations with food festivals to expand its reach.
Eighty-three percent of business-to-business buyers use social media to choose a vendor, and 92% report that social media influenced their buying decisions in the last year, per Researchscape and Mission Control Marketing. B2B marketers should prioritize LinkedIn and Facebook for social marketing investment and use the platforms to provide value to prospects through educational content, Elliot Schimel writes.
Business-to-business media company Randall-Reilly's purchase of Smart Rhino Labs is a sign of how the B2B media industry is adapting to find new monetization models in an ever-evolving digital landscape, Tony Silber writes. The sector is increasingly focusing on data-driven performance media, the use of predictive analytics to identify buyer intent and subscription services, he writes.
Len Shneyder writes that using HTML in business-to-business email campaigns is a necessity, despite concerns around deliverability, as it allows marketers to include hyperlinks, add unsubscribe options and track the behavior of recipients. He advises testing campaigns against corporate email spam-filtering platforms to identify any IP address issues.
Half of business-to-business marketers are using or intend to adopt content-marketing platforms, and the technology is becoming increasingly popular for its ability to help marketers maintain a strategic content-marketing direction, Forrester reports in a new study. The study states that B2B marketers use content-marketing platforms to increase visibility, insights and management of multiple campaigns.
IBM has launched Watson Assistant -- a voice-activated enterprise assistant that employs Watson's artificial-intelligence capabilities to learn about its individual owner. The first version is optimized toward the automotive and hospitality industries, with future versions to be release for banking, retail and other business sectors.
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