Nike's Nike By You studio is designed to offer customers more control over the creative process in designing sneakers as part of an overall personalized service strategy. Company CEO Mark Parker reports that this personalization strategy is necessary, stating, "The consumer appetite for newness and choice has never been higher."
Top marketing chiefs -- including General Electric's Linda Boff, Visa's Lynne Biggar and Mastercard's Raja Rajamannar -- offer advice on recruiting and developing successful marketing teams that drive growth in the ANA's CMO Talent Playbook. The playbook, released this week, includes case studies designed to help marketers address challenges in hiring talent.
Coca-Cola has invested in big data and artificial intelligence to ensure the company's continued success, gathering insights from its 35 million Twitter followers and 105 million Facebook fans to gauge consumer reaction to products and campaigns. The company uses image-recognition technology to serve ads to consumers who post images of the brand's products and is investigating AI's creative potential for ads.
Designers often overlook how important color contrast is in building a website, Andrei Tiburca writes, pointing to how visitors react psychologically to distinctive hues. Here he provides a guide to putting contrast to the best use.
Public relations firms are looking to artificial intelligence to conduct time-consuming tasks, such as predicting media trends, transcribing speeches and monitoring social media. Although technology can help free time for PR professionals, SHIFT Communications' Christopher Penn predicts it will be years before AI can be used for tasks involving personalization, such as writing press releases.
Budweiser is using a variety of techniques to align its brand closely with the American experience. Whether showcasing Jay-Z's lines about growing up in Brooklyn, sponsoring the Made in America concert series or putting "America" directly on its cans, the brand is seeing success from a message of American exceptionalism.
Recognize when prospects are giving you the right kind of "yes" -- the one that indicates they are committed to seeing through the deal. Don't waste time on leads that say "yes" just to end a phone call or because they are simply window-shopping.
Business-to-business salespeople say better messaging, more qualified leads and improved marketing materials are their top three needs from marketing colleagues to improve conversions, per Televerde. Respondents said that industry events, value proposition and case studies were the most helpful contributions from marketing.
Create a successful business-to-business marketing campaign with creative that stands out by getting sales teams involved, and by having a clear message about what problem you're solving for prospects. Keep content simple, and design it to nudge leads along the buying journey.
Jim Yu writes about the fragmented nature of modern mobile marketing, and how artificial intelligence and voice search add to that complexity. Marketers must concentrate on the needs of their target audiences and create a perfect symbiotic relationship between search and content to be successful, he writes.
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