Verizon marketing chief Diego Scotti discusses why marketers shouldn't underestimate millennials and their desire for quality, the brand's launch of mobile-first digital content, and how everything comes together with the My Verizon app. He also explains why the brand updated its logo, saying, "The check mark was signaling this notion of reliability."
Tom Miller provides a guide for marketers to navigate an increasingly complex data world, including developing an understanding of which data will add value, and identifying the right tools to extract customer insights and present them in an easily digestible format. "Making decisions by gut feel no longer cuts it, and isn't defensible in the boardroom," he writes.
Tetley's newest campaign for its vitamin-packed Super Teas encourages fans to find their own superpowers with a social media quiz. Users who interact with the Facebook-hosted survey not only learn more about the brand, they also gain an opportunity to win a prize and a coupon to purchase the product.
DB Breweries is converting concern for the environment into beer purchases with its latest campaign. The company has introduced machines that immediately crush beer bottles into beach sand substitute material that can be used in construction, road-building and other projects in place of naturally-occurring beach sand.
Forty-two percent of business-to-business companies cite brand awareness as their top content goal, and 28% say appearing on search engines is the primary aim, Clutch reports. The research also found that infographics are a popular content tool, but a separate report from Moz and BuzzSumo suggests that infographics may not be as useful as marketers think.
Artificial intelligence opens opportunities for business-to-business marketers, including gleaning more customer insights from big data, identifying the right prospects and easing the path to increased personalization, Peter Isaacson writes. First, make sure your data is clean, identify the marketing processes that could be made more efficient, and ensure new technology can be integrated into your current stack, he advises.
Consumer brands such as Campbell's are experimenting with Watson Ads to create conversations at scale and solve problems, "essentially acting as a massive focus group," The Weather Company General Manager Domenic Venuto says. "With each interaction, the Watson Ads get smarter and it helps brands understand consumers like never before," he says.
Line25 has put together a comprehensive list of tutorials for different drawing techniques and elements, from sketches and cartoons to postcards and artwork. Some get specific by focusing on drawing lips, hair, cars and celebrities.
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