The Huffington Post has rebranded as HuffPost with a revamped website and a new logo. The update includes more native-content opportunities for advertisers, and video ads will be more prominent across the site, especially on the home page.
Carlsberg has signed a five-year deal with Live Nation to sponsor multiple UK music festivals. "Our partnership with Live Nation is another step towards revitalizing the Carlsberg brand in the UK," said Liam Newton, Carlsberg's vice president of marketing.
Major beverage companies are creating buzz for their opportune and creative implementations of marketing technology. From Jose Cuervo's live-streamed Cinco de Mayo concert to Bacardi and Gatorade's positive purchase intent numbers after engaging with Spotify ads, drink marketers are setting the pace for technology in advertising.
Orangina's latest packaging strategy sees the beverage bottles in bikinis and swim trunks as a way to attract consumers seeking summer refreshments. "It's vital to stock up on brands that have the most relevance during this important selling period," said Jamie Nascimento, head of marketing for Orangina at Lucozade Ribena Suntory.
Several factors help gauge the quality of data used for marketing and analysis, including how old it is and whether it focuses on dynamic attributes to describe individuals. Find out the underlying model used on the data, how the lookalike audience is designed, and whether the data are connected.
The subscription-based economy is projected to be worth more than $100 billion by the end of the decade, per MGI Research, and research from Zuora found that subscription businesses' sales since 2012 have increased at a rate nine-times faster than those of Standard & Poor's 500 Index businesses. Consider a subscription approach to keep customers loyal to your brand after their first purchase.
Business-to-business marketers should tap artificial intelligence to better predict the needs of their prospects at scale. Machine learning can help marketers and sales staff by taking on the data crunching, freeing them up to build relationships with customers.
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