Progressive Insurance's Chief Marketing Officer, Jeff Charney, talks about the brand's Super-Duper Bingo game, which aims to engage Super Bowl fans using second screens. Fans can win prizes by watching the ads and checking off common cliches, such as puppy or baby. "This brings people back to the core of memory-lane marketing and adds value," Charney said.
Comedians and laughs are factoring big in this year's Super Bowl ads, with Amy Schumer, Kevin Hart and Keegan-Michael Key and Jordan Peele among those being tapped by brands. It's already paying off for Bud Light, whose #BudLightParty spot with Schumer and Seth Rogen has generated 1.7 million views.
Twitter has become a go-to for brand messaging during the Super Bowl, which has predictable moments where brands can plan to insert their messaging. "There's a normal cadence to every football game. A lot of brands take advantage of that, and there are great opportunities for them to focus and tell great stories," Twitter's Dave Pattillo said.
After Martin Shkreli, former CEO of Turing Pharmaceuticals, called members of Congress "imbeciles" on Twitter, his lawyer Benjamin Brafman defended Shkreli's intellect and innocence, but admitted the tweet was "unfortunate." Brafman expressed that Shkreli did not understand the public relations ramifications of raising a drug price so rapidly, but contends that was his only failing.
Views and downloads are the most basic measurements of content marketing success but they aren't enough, Mike Telem writes. Using advanced analytics, an organization can determine lead generation, conversion rates and viewer paths to better assess impact.
Nearly one-fifth of business-to-business companies don't know the return on investment of their event marketing, and that's why marketers should employ event-management technology, Attend and Demand Metric report. "Of the businesses that do measure their event ROI, more than 99% are seeing a positive return on their event investment," Attend's Eric Bisceglia says.
Business-to-business marketers should enter awards competitions to foster trust with customers and to capitalize on the free public relations that accompanies winning, Russ Fordyce writes. Research which area of the business could most benefit from a third-party seal of approval, write a compelling application, and tout the results if you win.
LinkedIn research shows that 84% of business-to-business purchasers think that their relationships with vendors are "very good" or "good." Just over half cite trust as a driver for good relationships, while 45% cite quick responses.
Template-based Web design is not likely to replace custom work anytime soon, since the former often requires a great deal of personalization to look good. Custom design allows a site to be specifically targeted to goals such as lead generation and sales.
Effective PR tactics have transformed over the past decade, in large part due to technology, Samantha Isdale writes. Successful brand messaging now exists as a combination of traditional methods and digital storytelling. Brands have a greater need to focus on which channels increase return on investment, she writes.
- Page 1