ConDati CEO and founder Ken Gardner talks about how data silos are preventing marketers from generating actionable insights and the difficulty of proving return on investment from campaigns that run across multiple platforms with separate tracking systems. He describes how predictive analytics can help marketers save costs by pulling ineffective campaigns and advises on how marketing can develop a better relationship with IT.
As companies like Lincoln Electric, GE and Deloitte have shown, storytelling is a powerful way to create effective content marketing, engage targeted audiences and generate sales. Follow these five tips to craft more compelling, story-driven content that resonates with customers and pulls them toward a sale.
Don’t miss the 20th Annual ANA Multicultural Marketing & Diversity Conference, presented by Pandora, Nov. 4 to 6 in Miami, Fla. This premier event is essential for any brand marketer looking to engage multicultural audiences, discuss and debate issues, network and have some fun.
Confirmed speakers include:
• Ukonwa Ojo, SVP for COVERGIRL at Coty
• Andrew R. Davis, global chief diversity and inclusion officer at Coca-Cola
• Marc Pritchard, chief brand officer at P&G
• Susan Goldberg, editor in chief at National Geographic
• Dia Simms, president at Combs Enterprises
Hardware company Schlage's partnership with several tech companies and ad agency The Basement on a data-driven programmatic TV campaign strategy generated a 60% increase in ad efficiency and tripled return on investment, a case study finds. Schlage expanded its campaign to more than 18 networks, including HGTV, DIY Network, FX and AMC.
Tools that enable augmented reality to be applied even without any marker in the external world are opening new doors for the technology. Google and Apple are among the tool providers, touting the possibility of sharing through AR experiences delivered simultaneously over multiple devices.
HP's Carmen True talks about purpose-driven marketing and delivering personalized, emotive messaging that conveys the brand's values. She discusses the importance of having fresh data to customize marketing at an individual level with creative that's adapted to different digital platforms.
Twitter, Facebook and Google appeared before Congress to explain their content filtering processes and why they're not biased toward any particular political party. "Our purpose is to serve the conversation, not to make value judgements on personal beliefs," said Twitter's Nick Pickles.
Collaboration tools are a good way to help designers share design concepts and get feedback and advice, Kate Dagli writes. She recommends four tools that will help prevent budget overruns and keep projects on time.
The US population will pass major demographic milestones in the next few decades, with immigration replacing births as the main driver of growth in 2030 and children being outnumbered by older adults for the first time in 2035. The country will add approximately 1.8 million people per year from 2017 to 2060, with more than half of those -- 1 million -- being Hispanic.