Leaders from both PepsiCo and Stella Artois have realized the importance of purpose-driven marketing, which roots a brand to a relevant cause. Ben Butler, Stella Artois' global director, said that through these campaigns, "We actually saw very significant shifts in attitudinal [trends] and people wanting to get involved in causes -- not only in their spare time, but in their actual work."
Snapchat's Global Director of Project Management, Peter Sellis, intends on leveraging the platform to allow brands to combine artificial intelligence and in-app shopping into one platform in a strategy it followed for Nike's prerelease of its Air Jordan III Tinker. The e-commerce platform is still in the discovery stage, with Sellis reporting, "With stuff like [the Nike campaign] we're just trying to learn what our users do with it -- like, do they understand, and are they willing to put their credit card details into Snap and things like that."
Golin has been tapped to lead the social and content strategies for Evian and Volvic during the water brands' upcoming Wimbledon sponsorship. Freuds will handle the PR side of the Wimbledon program for Evian.
Sales of tea in the US are growing between 3% and 5% a year, according to data from the Tea Association of the USA. "Millennials are the first generation of Americans having equal preference for tea and coffee," said Simon Cheng of Pique Tea.
Online marketers are finding it's more difficult to make it to Google's first page because of universal search boxes, per a Searchmetrics study. In order for marketers to effectively bring in mobile traffic through the search engine, they must optimize their universal search integrations, says Marcus Tober, founder and chief technology officer of Searchmetrics.
Former Taco Bell Chief Marketing Officer Chris Brandt has been hired as Chipotle Mexican Grill's new CMO after Mark Crumpacker's resignation. "His experience and expertise make him an ideal fit for our leadership team at Chipotle as we look to reinvigorate this exceptional brand, and build sales, transactions and profitability," said CEO Brian Niccol.
Telemundo and Fox plan to play up the hype surrounding Mexico's World Cup soccer team to engage 21 million bilingual viewers in the US who do not have a home team in the games. Telemundo paid about $600 million for the Spanish-language rights to the 2018 and 2022 games, and Fox paid $400 million for the English-language rights.
Patti Podnar outlines three reasons why your digital content or data gathering might not be legal and offers advice on how to fix each situation. Check to be sure content complies with accessibility requirements, ensure prospects opt-in to have their information used in specific ways, and make sure data compiled from online payments adhere to the Payment Card Industry Data Security Standards.
Business-to-business marketers should appeal to the growing sector of Hispanic B2B entrepreneurs with Spanish-language versions of their sites and content, Craig Witt writes. Don't neglect to optimize Spanish content for search by translating keywords and metadata, he advises.
This infographic from Demand Metric and Seismic examines the state of play in measuring return on investment for business-to-business content marketing, with 50% of B2B marketers saying their sales content ROI is "neutral" or "very poor." The research offers three steps to improve ROI: using financial metrics to guide content strategy, investing in technology to manage content, and tracking the efficacy of each asset.
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