Marketing
Top stories summarized by our editors
3/28/2017

Designers should employ psychology tactics to help boost their sites' conversion rates because people make subconscious decisions in their everyday lives, writes Smoof's Tom Starley. He provides 15 recommendations to help subtly influence site visitors.

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WebDesignerDepot.com
3/28/2017

Worldwide jewelry brand PANDORA has launched a "DO" campaign to urge women to have confidence in themselves and stay true to their beliefs. "As a brand, you need to empower women as individuals -- each woman has her own unique passions and interests, and celebrates special moments in her own way," the brand's marketing vice president, Glenda Wolman, said.

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CMO (Australia)
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Pandora
3/28/2017

MediaCom's Liam Brennan writes that taking a behaviors, emotions and moments -- or BEM -- approach to ad targeting can help marketers avoid over-targeting and losing out on valuable, potential audiences.

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Advertising Age
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ad targeting, Mediacom
3/28/2017

Neuro and biometric testing methods are coming to advertising, enabling marketers to gain deeper insights into consumer behavior and buying triggers. NeuroStrata's Thom Noble explains that the technology will revolutionize the industry, saying, "Quite simply, it can mean a complete reset of how to conceive, brief, and deliver marketing activity."

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CMO.com
3/27/2017

Dos Equis Vice President of Marketing Andrew Katz explains how consumer insights prompted the brand to enlist a new spokesman and how humor is a pillar of the beer's advertising, including its iconic Most Interesting Man in the World character. He also talks about how Dos Equis has innovated on social media, noting it was the first beer brand globally to attain 1 million Facebook likes.

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Equis, dos, Facebook
3/27/2017

As part of Taco Bell's launch of the Naked Chicken Chalupa, the company organized an invitation-only event with a pop-up speak-easy in Manhattan. The campaign's goal was to get the new menu item into the hands of the loudest influencers, said Matt Prince, brand engagement manager at Taco Bell.

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PRWeek
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Taco Bell
3/27/2017

In the uncertainty following the withdrawal of House Republicans' attempt to repeal and replace the Affordable Care Act, some White House officials and lawmakers suggested the door could be open for a bipartisan effort to address health care. "With the demise of the House bill, there's a real window of opportunity for a bipartisan approach to health care," said Sen. Susan Collins, R-Maine.

3/27/2017

Anheuser-Busch InBev is moving longtime marketing staffer Andy Goeler into the role of vice president for Bud Light. "He is the most experienced marketer we have in our organization, and he's got an outstanding track record of results," said US Marketing Vice President Marcel Marcondes.

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Advertising Age
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AB InBev, Bud Light
3/27/2017

Voss Water is embarking on a monthlong program in the US to develop awareness for clean-water initiatives in Africa. The program will be bolstered by a social media and radio campaign, as well as in-store activations.

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FoodBev.com
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Voss Water, Voss Water, social media
3/27/2017

Acquire detailed knowledge of buyer personas to be ready for initial engagement by prospects, ensure messaging is geared to the customer's needs, nurture prospects to make the buying process as hassle-free as possible, and foster relationships after sales to encourage customers to become brand advocates.

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Entrepreneur online