ANA members selected "AI" as the Marketing Word of the Year in a recent survey. Artificial intelligence was noted by one member as "the transformative phenomenon that's going to reshape the world as we now know it."
Marketers should employ tracking and cookie-matching technology to gather insights about anonymous website visitors and deliver more personalized messaging to them, based on their behavior. Work with companies such as Demandbase or KickFire to enable IP tracking, and filter site metrics by factors such as industry, audience classification or company name.
Kevin Bobowski explains how to develop an integrated marketing approach in weeks by reviewing and tweaking customer personas, and by having an in-depth understanding of audience segments. Use this groundwork to optimize and personalize content, and be agile with your distribution strategy.
HTML5 is giving designers the opportunity to move past offering only basic media players, Eric Karkovack notes, pointing to WordPress oEmbed as an example of software that can provide a more satisfying user experience. He offers 10 examples of source codes for designers to play with that can give visitors more advanced features.
Brand safety was a hot topic among attendees at this week's Digiday Marketing Summit, with industry executives informally discussing lack of control over ad placement and the challenge of keeping every audience segment happy in a highly politicized environment. Other topics included demands around content creation, with one attendee saying, "Six-second videos make it impossible to tell a story."
Business leaders in areas affected by Hurricane Harvey revealed lessons they learned from the event on creating continuity planning. Etched Communication President Toni Harrison said her company had a review of disaster and emergency planning guidelines and launched a Wi-Fi hot spot so she could stay connected, while Quill & Ink founding principal Elizabeth Fordham said social media was crucial for staying in contact.
Hallmark launched its 2017 holiday strategy, which includes a Q&A session with singer Gwen Stefani and a series of messages projected onto the side of a building in New York. Chief Marketing Officer Lindsey Roy says the company has spent 50% of its marketing funds on personalized efforts and has increased its programmatic buying.
Tanner Belcher has opened TekHead in Seymour, Ind., providing repairs for smartphones and other mobile devices. "It does feel pretty awesome when you can revive a water-damaged phone from the dead that doesn't charge, doesn't turn on at all and shows no signs of life and they need their data and precious pictures or something," Belcher said.
Effective marketing on social media requires sustained attention and effort. Jessica Thiefels explores the three E's essential to the field and the imperative to educate, entertain and engage.