Virtual reality is going to change the rules of video gaming, resulting in new features such as more physically involved and socially-motivated games, Jordan Erica Webber and Kat Brewster write. Other trends on the horizon include an increase in specialty stores and indie studios.
Facebook has a range of ad-targeting options that have not been widely advertised, including the ability to match multiple data options in Custom Audiences. The platform also enables marketers to use 10 or more interests in campaigns and can create custom clusters based on your target audience.
Seventy-eight percent of marketers say that having a good grounding in digital technology is essential, and 72% cite digital media expertise as critical for success, DataXu reports. The biggest hurdle respondents cited was measuring return on investment across multiple channels.
Dollar Shave Club marketing chief Adam Weber talks about the brand's video marketing strategy, its in-house creative talent, and how the brand avoided the caveman versus highbrow male stereotyping sometimes seen in advertising. "The way to reach guys nowadays, and to have that authentic feel, is to be relatable, allow guys to put themselves in your shoes as a brand, as opposed to talking at them or talking above them," Weber says.
The internet can greatly amplify the effect of a digital marketing mistake, and Mike Tomita discusses three common mistakes to avoid. Don't get bogged down with the available data, have a broad picture of what techniques are working across channels, and ensure any agency you're working with really does understand your brand's audience, your business and your goals.
Unbounce makes it easy for brands to create enticing landing pages and convert leads. Marketing platform Uberflip uses it to tweak campaigns at speed, and Matchnode notes its mobile optimization expertise.
Personalized auto response emails can help you connect with subscribers through such tactics as including something valuable, minimizing excess content and ensuring your personal brand is apparent. This guide also suggests using autoresponders to continually reach out to your subscribers and utilizing analytics to determine when tweaks need to be made.
Arrow Technologies marketing chief Rich Kylberg shares the abilities that he believes make a great marketing leader, including a willingness to take creative risks. He also says that networking skills are essential, along with the ability to inspire the creative team while keeping them on brand message.
People are now spending more time playing "Pokemon Go" on their iPhones than they are looking at Facebook, Snapchat or Twitter, and its popularity is a lesson for how marketers should be continually evolving their strategies. Take advantage of emerging channels such as augmenting reality, the internet of things and artificial intelligence.
Business-to-business marketing and sales teams should tap Unomy to help automate their processes, such as finding new leads and prioritizing targets. Other B2B technology tools that could be of interest include GrowthList, which identifies 5,000 growing tech companies, and Reply, which automates personalized emails.
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