From supply chain to customer interactions, Heineken is blazing a new marketing path with its superior data, artificial intelligence and IoT capabilities. The brand has not only piloted a program for collecting in-store behavior data in real time and developed a realistic chatbot to talk with football fans, it has engineered an IoT-enabled bottle that drives interaction in the moment.
Social network Lego Life has reached 3 million downloads and has added 700,000 users during the past month, but rapid growth has presented a challenge. Internal processes were not agile and rollout of features took too long until developers and creative teams worked more closely together, Senior Global Director Robert Lowe says.
As a freelance designer it's important to build a name for yourself in order to stand out from the crowd and generate business. Social media expert and content marketer Natalie Steers' advice for succeeding as a freelancer includes blogging to maximize your online presence, networking online and in person, using online marketing tools and seeking client referrals.
Rap star Drake is following a series of humorous short spots for his whiskey brand Virginia Black with a new spot featuring his father, Dennis Graham, as "The Realest Dude Ever." The ad plays off Drake's corny smoothness when an attractive woman passes him up for his ultra-slick father, who then compliments his son's turtleneck.
Business-to-business marketers can boost performance by incorporating artificial intelligence in content production, Marcia Riefer Johnston of the Content Marketing Institute writes. Following the advice of Paul Roetzer in a recent presentation, Johnston suggests getting started by picking one onerous task and finding a technology that could simplify it.
Nandini Rathi offers tips for success in using data and analytics in marketing. Her recommendations include starting with high-quality customer data, using customized metrics dashboards so that key measurements are easier to track and analyze, and using visualization tools that best fit the data narrative you hope to relay.
Obstructing text is one of the newest trends designers are experimenting with, Carrie Cousins notes in explaining how bucking conventional wisdom can sometimes pay dividends.
Cousins explains several ways to employ the tactic, but warns the technique is not easy to pull off.
Brad Jakeman, the outgoing president of PepsiCo's global beverage unit, spoke last week about the perils of stewarding a product "in a world now where one person with 50,000 Twitter following can have a significant impact on your brand." When a message doesn't hit its mark, marketers should ask each other how they can help rather than pointing fingers, he advised.
In an analysis of more than 3.6 million business-to-business leads on Integrate's platform, one-third included duplicated data, 10% contained invalid information and 45% were unusable in their current state without additional cleaning, David Crane writes. Integrate also surveyed 14 customers and discovered they waste an average of 51.9 hours each month dealing with bad leads, and Inverta's Ashley Shailer warns, "Losing credibility is the biggest consequence of poor lead quality."
- Page 1