Repairing broken phones for at least four years after manufacture is cost-effective and has a positive environmental impact, according to a Green Alliance report. Using cellphones for an extra year can cut carbon emission impacts by one-third and can reduce the rate at which phones end up in landfills, the report says.
Pinterest has unveiled an initiative called Pin Collective that teams marketers with influencers and content creators. Four production shops are involved in the program -- The Mill, Moment Studio, McBeard and loop88 -- along with influencers such as foodie Sarah Barnes and photographer Peter Lombardi.
The Association of National Advertisers has launched The CMO Talent Challenge in an effort to get the industry to recognize the importance of recruiting and nurturing talent. The project's goal is to get 1,000 chief marketing officers to commit to promoting careers within marketing, mentoring and collaborating with academics to prepare for the future.
Excedrin launched a Twitter campaign called #DebateHeadache ahead of the latest presidential debate between Donald Trump and Hillary Clinton. The GlaxoSmithKline brand's hashtag included the line "Debates bring headaches; Excedrin brings fast headache relief."
Business-to-business marketers should audit and clean their customer databases to ensure they're only working with the highest-quality leads. Use your database to identify the highest-value accounts, and only purchase data from reputable vendors.
A large part of what makes brands successful and memorable is the use of cross-marketing campaigns through hardware, software and in brick-and-mortar locations. Big brands, including Apple and Google, don't just sell products but instead build entire brand ecosystems that help drive consumer engagement.
"Web designers have come a long way in the past few years in their understanding of SEO-friendly design, but that is not a replacement for someone specializing in SEO," Travis Bliffen writes. Bliffen says designers should ask why they are creating the site, whether there's a benefit to catering to the customer in any given phase of the buying cycle and what value the website brings to the overall business.
Street artists are most often trained and experienced artisans who combine personal style with design principles that can turn the blank canvas of a brick wall into a unique piece of art. Kaysie Garza advises web designers approach their sites from a similar perspective, focusing on street art principles such as weaving images in the background and embracing abstract artwork that has a strong effect on the visitor.
The New Jersey Devils' marketing chief, Daniel Cherry, talks about managing live-marketing events, growing the team's fan base, and promoting the brand's "One Jersey" campaign. He also talks about the industry's need to engage consumers in more dynamic ways.
NASCAR Chief Marketing Officer Jill Gregory discusses tips for attracting and engaging viewers through social media and other online channels, as these are the media platforms fans primarily use. "The goal is to go where our fans are, not expect them to come to us," she says.
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