Protein is making its way into more beverages as consumers increasingly seek functional attributes in their drinks. Beverage firms have found fresh ways to bring protein into products like water and sports drinks while still maintaining optimal flavor, shelf life and hydration, writes Donna Berry.
Marketers must focus on quality, format and channels when it comes to delivering content to the right audience, rather than fall prey to the common misconception that volume matters most, Bill Carmody writes. Listen to customers and deliver exceptional experiences to amass advocates who will create content on your behalf, he suggests.
Don't try to woo millennial business-to-business buyers with cold pitches over email or by telephone, but instead focus on personalizing content based on their work and personal interests. Build trust with millennial prospects by sharing positive customer reviews and show them how your brand shares their individual values.
To win the future, marketers need to move beyond interruptive messaging to connect with audiences in a way that’s authentic, emotional and relevant. A new study by Fullscreen looks at how content consumption affects audiences on a physiological and behavioral level.
Nike's Kyrie 4 sneakers sold out in less than an hour after the brand debuted an augmented reality experiment with Facebook Messenger. Nike used Messenger bots to deliver emoji-based clues to consumers, which led to an immersive experience and the chance to purchase the shoes.
PRSA and APPrise Mobile have released preliminary results from their second annual technology survey. Among the findings: The communications industry is poised to invest more strongly in technology, and usage of messaging technologies, mobile, social collaboration and social media have increased significantly.
Intuit's four-minute, animated digital spot, introduced after data showed the company had only 6% US customer awareness, garnered over 21 million YouTube views. The push includes social media GIFs, a Snapchat filter and branded content through Refinery29.
Fifteen percent of marketers include advanced and addressable TV in their ad budgets, and an additional 20% to 30% intend to experiment with the channel this year, per a member survey by the ANA and Forrester. Ninety-four percent of respondents expect greater targeting in TV ads thanks to data-driven strategies, and 84% expect more automation in the buying process.
The fallout from the Cambridge Analytica crisis means that marketers must keep abreast of any platform's policies and win the trust of prospects by being as transparent as possible, Gregg Schwartz writes. Be completely open with prospects about how your brand uses their data and offer value on the platform, he advises.