Business-to-business marketers should tap look-alike modeling on social platforms to identify and engage with prospects who exhibit behavior and interests similar to existing customers. Target social users based on their professional criteria, and integrate your first-party customer data with social platforms.
The advertising industry must introduce a code of ethics for the use of artificial intelligence as advertisers glean ever-greater insights about individuals and acquire increasing power to influence their behavior, writes Havas' Jason Jercinovic. "[W]e must establish best practices for the use of AI in advertising, and understand the differences between what we can know, should know, and shouldn't know," he writes.
Western Union's Libby Chambers explains why marketers must possess financial acumen and describes how her team identified efficiency savings to boost spending on growth initiatives. She explains that the science behind marketing efficacy hasn't changed, saying, "What's changed is we're trying to make the whole analysis through insight through decision cycle more rapid."
Experian CMO Kristen Simmons led a marketing paradigm shift at the company, directing the focus away from gaining new customers to instead center on improving services to existing customers. Simmons states of the strategy, "From our standpoint, the most important thing is understanding the consumer's intent and their larger goals in life, and then helping them on that journey."
Consumers 50 and older have increased their time spent on social media by 64%, accounting for 20% of their total media consumption, Nielsen reports. Engage with this audience by working with older influencers and by delivering content of value to them, Carusele's Amanda Fuquay writes.
Women are underrepresented in marketing campaigns and feel that marketing representations are often cliches, a study by IPG, National Geographic and Refinery29 finds. More than half of the study's respondents did not believe brands care about their own specific experiences.
When trying to create viral content, focus on short-term goals and experiments rather than far-reaching ones, writer Benjamin Hardy advises. "Experiments are a fun way to pursue goals because they allow you to get innovative and bold," Hardy said.
For Heineken Chief Marketing Officer Nuno Teles, the go-forward plan for the company's marketing is data-driven and on-brand. "We see very significant changes in the way we approach consumer marketing intelligence, and the way we approach media as a source of insights from our consumers," he said.
Coca-Cola is one company that is maximizing its use of influencers to create effective campaigns. For its Rio Olympics program last year, the brand got to know its potential influencers nearly two years before the campaign began, said Coca-Cola's Kate Hartman.