Taco Bell marketing chief Marisa Thalberg talks about her move away from beauty brands including Revlon and Estee Lauder to fast food, and about Taco Bell's success on Snapchat. She explains that the beauty and fast food industries are not necessarily incompatible, as both compel consumers to pick up their products and share them.
Companies such as Humana, Mastercard and Pitney Bowes have realized the benefits of using employees as brand advocates, Christopher Heine writes. For example, at Mastercard 400 employees post brandcentric social content through the company's intranet.
Fifty-five percent of marketing chiefs think that artificial intelligence will have a more profound effect on advertising than social media did, Weber Shandwick reports. Sixty percent believe the technology will be imperative to success within five years.
Audi is safely navigating political-advertising waters with a push called "Duel" that doesn't commit to any party but shows two fighters competing against each other. Bisquick held a pancakes-vs.-waffles debate on social media.
A report from Gartner suggests that online and physical marketing will become increasingly aligned in a "digital mesh." The report states that "[r]ich digital services will be delivered to everything, and intelligence will be embedded in everything behind the scenes."
Susan Friesen explains that your website is a 24/7 representation of your business and should regularly be updated, because it is not a "static brochure." Friesen's list of quick design updates includes improving navigation, fixing typos and updating content.
Contact pages can boost conversion rates if the contact form is simple and user-friendly. Bogdan Sandu says strong contact page design encourages conversions when form elements are short, contact information and directions take center stage and the page is mobile-friendly.
World Wrestling Entertainment marketing chief Stephanie McMahon spoke at the ANA's Masters of Marketing Conference about how the brand tells stories about good and evil with larger-than-life characters, not unlike William Shakespeare. Authenticity and popular relevance are key to partnerships, such as the one with comedian Jon Stewart.
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