Marketing
Top stories summarized by our editors
3/24/2017

Twitter is exploring the option of a paid subscription package for its users in an effort to boost revenue. Paid monthly memberships would give users a more powerful version of Tweetdeck with additional account management features.

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Twitter
3/24/2017

Coca-Cola Global Chief Marketing Officer Marcos de Quinto is retiring after three decades with the brand; the role will be combined with strategy in a new chief growth officer position filled by Francisco Crespo. Currently the president of the company's Mexico arm, Crespo has been with the company nearly as long as de Quinto.

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Coca-Cola
3/24/2017

The news that ALDI plans to debut a new logo resonated with SmartBrief readers this week, and a story about ALDI and Lidl's potential to shake up the grocery industry was also popular. Frito-Lay's debut of its Lay's Poppables line, rising sales at Annie's Homegrown and Kraft Heinz's sustainability investments were also among the week's top 10 stories.

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Aldi, Frito-Lay, Annie, Kraft Heinz, Lidl
3/24/2017

Dr Pepper Snapple Group is able to manage its programmatic and data operations at a more transparent, granular level since recently bringing those functions in-house. "We know where consumers are consuming media, but would like to be more forward thinking with where we're targeting them and why we're targeting them," said Brit Sundberg, the brand's manager for programmatic media and data strategy.

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AdExchanger.com
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Dr Pepper Snapple Group
3/24/2017

Ford created a 360-degree video for its FordVR app that allows consumers to experience the 2017 F-150 Raptor's journey from assembly line to completing the Born To Baja racetrack. "It creates a truly immersive and impactful experience, just like actually driving the vehicle," Ford's Darci Gurney said.

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Ford, Raptor
3/24/2017

Ed Calnan explains why sales staff need to acquire the skills of those working at an enterprise level to navigate an increasingly complex buying journey. Train sales reps to be adept at research, writing and critical thinking, he advises.

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SmartBrief/Leadership
3/24/2017

Budweiser has recruited artists in cities that house Major League Baseball franchises to create home-team-inspired fan cans for the 2017 baseball season. "This year, we wanted to leverage our long-standing partnership with MLB to raise a toast to the fans by giving them a piece of their hometown to enjoy right in the palm of their hand," said Vice President of Marketing Ricardo Marques.

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Budweiser, MLB, Major League
3/24/2017

Technology and data have led brands to become so self-conscious they risk losing the creative inspiration and freedom that makes them emotionally connect with people. "Brands need to dance like there's no one watching in the postmodern marketing era, like they used to in the 'pre-modern' era -- when things like jingles were commonly and unself-consciously expressed," Stein IAS Chief Creative Officer Reuben Webb says.

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Stein IAS
3/24/2017

Execute an effective app marketing campaign by researching keywords used by target audiences and then incorporating them in product descriptions. Engage prospects with visuals, and be proactive to increase reviews and ratings.

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ClickZ
3/24/2017

Nate Dame provides a guide on how Google ranks video in search results. He advises marketers to transcribe video content, research popular video keyword searches, and add a video sitemap.

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Marketo
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Google