Hyundai Motor Co. entered into a four-year sponsorship agreement with the NFL even as it continues to look for a new marketing chief after the departure of Steve Shannon last year. The automaker's agency, Innocean, recently replaced its U.S. leadership as well, reportedly following dealer disappointment with the quality of advertising.
People should seek to understand how their leaders prefer to communicate, this article argues. It's important to understand whether managers prefer to digest news in conversation or through documents, through full explanations or just an executive summary, and how frequently they expect to be given updates.
Video ads on mobile are capturing consumers' attention, with 79% of them being viewed until the end, according to new research from Ooyala. Broadcasters are leading the way in mobile video content, with 53% of their views coming from mobile compared to 31% for publishers.
Twitter is rolling out a new "Personas" feature that lets brands target groups of users based on their demographic traits, such as whether they hold a college degree, have children or are baby boomers. The tool is essentially a more streamlined, single-click implementation of the social network's existing demographic targeting products.
The season premieres of Showtime's "Ray Donovan" and "Masters of Sex" are being made available on YouTube, SHO.com, Showtime On Demand and the Showtime Anytime application, as well as certain cable providers' on-demand platforms. The season debuts will air on Showtime on July 12.
Chicago last week enacted a "cloud tax" of 9% on "electronically delivered amusements," including streaming music and video services. The move is seen as "a response to an increasingly difficult reality for cash-strapped cities, particularly as online services start to take a bite out of the businesses in the urban center," writes Russell Brandom.
SapientNitro demonstrated how inspirational virtual reality could be for online commerce at Cannes Lions, with a virtual tour of items within an apartment that customers could purchase by tapping on their VR headset. "Visualizing products using immersion is going to give people a different way of thinking about them," Gartner analyst Brian Blau says.
Companies such as Airbnb, Dropbox and Spotify have grown enormously despite not spending much on traditional marketing due to growth hacking, which relies on social media to create brand ambassadors for products and services. "While marketers chase vague notions like branding and mind share, growth hackers relentlessly pursue users and growth. When they do it right, those users beget more users who beget more users," said Ryan Holiday, author of a book on the subject.
David Redhill, Deloitte's chief marketing officer, talks in this interview about how the company has changed its organizational structure from hierarchical to one that encourages collaboration, knowledge-sharing and innovation. "As a result, you have more than a brand that people can be proud of, you have a brand they want to be part of," Redhill says.
Business-to-business marketers need to view customer relationships as the most vital part of their work, continuing the conversation beyond the sale to get repeat customers, Forrester's Laura Ramos says in this interview. Marketers also need to make sure that new ways of reaching customers still reflect the vision and ethos of their brand.