Marketing
Top stories summarized by our editors
12/11/2017

Twitter's controversial move to change its character limit from 140 to 280 seems to have paid off, per SocialFlow research. The original character limit had average retweet and likes rates of 13.71 and 29.96, while those for the 280 limit have risen to 26.52 and 50.28.

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CNET, The Drum (Scotland)
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Twitter, SocialFlow
12/11/2017

Pereira & O'Dell's holiday campaign for Coca-Cola features a spot directed by Theodore Melfi, which tells the humorous tale of a modern Santa helping a nerdy mall elf win the heart of a girl. "A Magic Thank You" is running worldwide across social, digital and in cinemas, and it includes interactive Facebook masks that let users turn themselves into Santa or the brand's polar bears.

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Adweek
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Pereira, Santa, Santa, O'Dell, Facebook
12/11/2017

Bacardi launched its politically-tinged "Forever Cuban" ad campaign last week for the Puerto Rico-distilled rum brand Havana Club, sporting the tagline "Forced from home. Aged in exile." Rival Pernod Ricard, which produces rum under the same name in Cuba, is disputing the veracity of Bacardi's claims.

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Bacardi, Pernod Ricard, Havana Club
12/11/2017

Visa will offer an interactive shopping platform and "sensory branding" in its role as official payment technology partner of the 2018 Winter Olympics. Sound, animations and vibrations will be used at point-of-sale payment devices to signal successfully completed digital and retail transactions.

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Marketing Dive
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Olympic Games
12/11/2017

Lack of consumer trust and poor execution of personalization by brands cost American companies $756 billion in 2016, as 41% of customers changed brands, per the Accenture Strategy Global Consumer Pulse Research report. Ninety-two percent of US consumers said it's critical for brands to safeguard their private information, while 79% expressed frustration at brands that failed to use their data appropriately, the study found.

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Accenture, Ninety-two percent
12/11/2017

Heineken will open a one-day-only pop-up shop in New York on Tuesday to sell its new line of streetwear, designed by A Bathing Ape. The experience is part of the #Heineken100 campaign, which aims to sell gifts that appeal to "the world's 100 most influential beer drinkers."

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Heineken
12/11/2017

Marketers must get their data houses in order to access customer insights, and they should start by working across teams to establish the information that's essential to capture. Keep database fields as simple as possible, make one person in each department responsible for data management, and create a process to identify and eliminate inaccuracies.

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Forbes
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data management
12/11/2017

Seth Price explains the strategies required to nurture new and existing leads, advising that new leads should first be qualified, then engaged with slowly to carefully move them through the buying journey. Timing is the key with existing leads, so know exactly when you can add value, and establish an ongoing feedback loop so that you gain more insights into their current needs.

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Marketing Land
12/11/2017

Sixty percent of industrial marketers say email is their most-used marketing tactic, followed by trade shows and social media, per IEEE GlobalSpec. Fifty-three percent of respondents measure marketing efficacy via the number of customers acquired, while 48% measure success via the number of sales that can attributed to campaigns.

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social media, IEEE
12/11/2017

Scott Vaughan outlines four ways to ensure your data's health for the upcoming year, including setting aside a portion of your budget to review the accuracy of data at least quarterly. Validate data before it is entered into your systems, ensure you comply with global privacy laws by seeking permission upfront from prospects to use their data, and establish clear internal data rules.

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MarTech Today
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Scott Vaughan