Carolina Panthers quarterback Cam Newton's actions during his post-Super Bowl press conference offer some good lessons on how to prepare for the media, no matter the situation. "Proper preparation in the form of key messages or talking points -- prepared for both winning and losing scenarios -- could have helped Newton maintain his composure," David Hlavac writes.
Digital business-to-business marketers can boost lead generation by including enticing calls to action in content and by inserting exit pop-ups on their website to capture information. Make informative videos, partner with another industry leader on an e-book, and offer free trials or demonstrations.
Ion Interactive's Scott Brinker talks about how big technology companies, such as Oracle and Google, missed the opportunity to dominate marketing-tech in the early stages by creating one platform for everything. This has resulted in a complex stack world with many smaller players. "Now, all the animals have gotten out," Brinker says.
Just over half of business-to-business customers cite trust as the biggest factor for the strengthening of the relationship with their vendor, according to a LinkedIn report. Personal bonds and quick responses were the next-biggest reasons for robust relationships.
Nearly a third of enterprise customers base their final online purchasing decision on how much product detail is available on a website, Forrester reports. And just over half of customers research products on their smartphones, so B2B marketers must make sure their websites are optimized for mobile.
Marketers should adopt a few public relations tricks to boost their messaging. Look at Google News and Trends to see what people are talking about, base messaging on keywords your customers are using in search, use online tools to monitor social media and use an analytics platform to streamline data.
Design that targets only the customer experience falls flat because it doesn't tackle brand or user experiences, and all three are necessary, Jon Reed writes. "[I]f you can't account for all of these experiences in your design, then you'll fall short," he writes.
The UK government will require companies to become transparent on pay rates for male and female employees. The plans, revealed Friday, are considered by experts to be the best shot they've seen at eliminating the gender pay gap, though The Fawcett Society CEO, Sam Smethers, believes more could be done. "Naming and shaming employers that do not comply is not enough," she said.
Designers have a temptation to focus on the aesthetic of a website, but if the end result doesn't sell, it must be ditched, writes Adam Costa. The best design addresses visitors' wants and needs, has good copy, and is measurable and iterative.
Quartz is forgoing the traditional mobile news format for emoji-filled messages in its first app. The app uses conversational messages to describe news, and users respond with emojis or pre-defined phrases to indicate interest. "You're having a conversation with Quartz, ultimately," Executive Editor Zach Seward says.
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