Potential conflicts of interest are prompting Red Bull to walk back its sponsorship deals with esports teams Cloud9 and Team SoloMid, reports say. Red Bull has sponsored the teams since 2015 and is said to be negotiating a $3 million deal with esports club Tempo Storm.
Intel and the International Olympic Committee are uniting to improve experiences during the Olympic Games with virtual reality, 360-degree content and 5G platforms. Intel will allow fans to experience the games from the sky via drone technology.
WPP's Martin Sorrell has described Amazon as the "gorilla in the room" following its purchase of Whole Foods. He said the move, which augments Amazon's already impressive consumer data, "is going to change the way clients control their budgets and think about their budgets in a meaningful way."
Build brand loyalty by prioritizing your highest-value customers and by worrying less about the small churn, Jeff Sopko writes. Create emotional connections to make consumers bond with your brand, and back this up with rewards, he advises.
For Diageo Chief Marketing Officer Syl Saller, mistakes in messaging can be an opportunity to refocus, earn credibility and gain lessons for entering the brand conversation. Talking about how and why some ideas fail and some succeed "means you care more about getting things right than you do about your ego," Saller said.
Spirits companies are increasingly looking to experiential marketing to win over millennials, who are willing to shift brand preferences based on mood or occasion. Companies like Pernod Ricard and Diageo are focusing less on cultivating brand loyalty and are instead capitalizing on how their products can contribute to enjoyable experiences.
Business-to-business marketers should conquer verticals one-by-one to give each market personalized focus. Complete Merchant Solutions' Justin Anderson says this strategy allowed the company to grow its Platform-as-a-service business to an annual $4 billion in transactions.
Boris Dzhingarov outlines some important business-to-business marketing concepts for 2017, including using content to drive traffic and the enduring efficacy of direct mail. He also explains why it's imperative to use social media to directly engage with prospects.
Mark Schaefer and Traackr spoke with 10 business-to-business technology-influencer marketing experts, finding that companies must align with influencers who share their values and build long-term relationships rather than focusing on quick promotions. The results do pay off, with SAP's Amisha Gandhi saying that the addition of an influencer to a campaign can double to quadruple the return on investment.
Though split-screen layouts may break traditional design rules, they can be effective in providing a set of options, equal prominence to a pair of elements and offering site visitors more information at a glance. These 12 examples highlight successful split-screen layouts.
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