Marketing
Top stories summarized by our editors
6/20/2018

Coca-Cola is getting two world record-breaking announcements to commemorate its new pouring partnership with Arby's. The restaurant brand spread the word in both the world's smallest ad, a message printed on a sesame seed, and the world's largest ad, an almost 5-acre banner announcing that "Arby's now has Coke."

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Arby, Coca-Cola, Coke
6/20/2018

Eric Karkovack shares five traits of great design clients based on his more than two decades in the industry. The best clients, he notes, are willing to listen, have tangible goals, invest in quality, value the designer and send referrals your way.

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Speckyboy
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Eric Karkovack
6/20/2018

A lot of turbulent rhetoric surrounds US Hispanics, particularly immigrants, but Hector Tobar writes that in places like Wilder, Idaho, the Hispanic population has made a positive influence -- and they say white neighbors agree. He describes the changing landscape of Hispanics in the US, with the country on track to becoming a "minority majority" by mid-century, and how everything from farming to politics will continue to be affected.

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National Geographic
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Wilder
6/20/2018

While Maybelline focuses on social media as part of its marketing efforts, the brand also manages offline channels focusing on its products. Brad Fay, chief commercial officer of Engagement Labs, reports this strategy is one other brands should emulate: "The brand has built on a solid understanding of what motivates its customers to talk. Most importantly, it optimizes every marketing touchpoint to activate consumer conversations both offline and online."

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Marketing Dive
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Maybelline, Brad Fay, Engagement Labs
6/20/2018

Business-to-business marketers should employ chatbots across their site, social media and messaging apps to provide immediate assistance to prospects and gain valuable data about leads, Emily Alford writes. She advises starting with Facebook Messenger and accessing tools such as Botsify and Chatfuel to help create branded bots.

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ClickZ
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Emily Alford, Facebook
6/20/2018

Business-to-business marketers who need to engage technical prospects should provoke their curiosity and show them how their brand's solutions could inspire them to be more innovative, Hamid Ghanadan writes. Let them educate themselves by providing them with the right evidence-based materials, he advises.

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Forbes
6/20/2018

Attract more viewers to your videos by researching keywords on YouTube to identify trending topics and employ playlists to keep viewers watching, writes Indrajeet Deshpande. Encourage viewers to share and comment on videos and engage with those who do, he suggests.

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MarTech Advisor
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YouTube
6/20/2018

Business-to-business marketers must be able to show how they contribute to their company's bottom line, writes Patricia Hursh, who outlines the metrics and key performance indicators that should be measured. She also emphasizes the importance of not only being able to produce the right data, but weaving it into a narrative that will resonate with the C-suite.

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Marketing Land
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Patricia Hursh
6/20/2018

Marketers can now use Salesforce Marketing Cloud to activate data via Google Analytics 360, which provides a more seamless view of the buying journey and gives improved insights for engagement strategies, George Slefo writes. Marketing executives at the Salesforce Connections annual event give their views on the new integration, discussing cost, functionality and ease of use.

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Ad Age
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Salesforce, Google, George Slefo
6/20/2018

Marketing chiefs who are "integrators" and collaborate with their IT counterparts to achieve business objectives are the most successful, according to a new report from the Association of National Advertisers and McKinsey. "As a result, the process of creating new campaigns or marketing initiatives often shrinks from months to weeks or even days," the report states.