Adidas is fighting consumer influencer fatigue and giving a voice to some of its most loyal fans by developing its own brand ambassador program, which has grown from a small group posting on dark social sites to a global force. One initiative, a series of videos spotlighting street footballers from its network of microinfluencers, garnered 41 million views on YouTube, Facebook, Instagram and Twitter within two seasons.
Having a compelling story is key to success for entrepreneurs seeking funding or traction with customers, writes Stephen Dupont. "Whether a business is making its first successful pitch to venture capitalists or its billionth sale to customers, communicating why the brand matters is the heart of every sale," he notes.
Don't miss the 2019 ANA Data & Measurement Conference, presented by Google, September 9-11 in Naples, Fla. Hear how leading data marketers drive better business results through data management, cross-platform measurement and attribution, AI, predictive analytics, neuroscience marketing, and in-house analytics.
- Lauren Hougas, director of marketing analytics at Land O'Lakes
- Kevin Wachholz, senior manager of marketing analytics at The Home Depot
- Newcombe Clark, global director of the Rapid Learning Lab at AIG
- Bill Cramblit, marketing analytics and optimization manager at MillerCoors
- Patti Ziegler, VP of global marketing and communications at Scotts Miracle-Gro
- Faisal Zanjani, senior global director of marketing and strategy at Coca-Cola
An effective business-to-business messaging strategy must focus on how your company adds value to prospects, not simply relay facts about products or services, Natalie Nathanson writes. She explores different scenarios facing businesses when marketers might have to revisit their messaging and recommends developing a framework based on six key areas.
This infographic from EveryoneSocial displays statistics about the importance of using employees as social brand ambassadors, as 98% of workers are active on at least one social platform and half of those post about their employer. Additionally, 76% of social users trust "normal" people more than content from brands.
To be successful, today's chief marketing officers need a novel approach to capture fragmented consumer attention, and must develop new ad models to compete against rising direct-to-consumer brands, Tanya Dua writes. She spotlights the approaches taken by 25 of Business Insider's highest-ranked marketing execs, including GE's Linda Boff, P&G's Marc Pritchard and Burger King's Fernando Machado.
Various studies have found that consumers aren't receiving relevant online messaging and brands continue to grapple with delivering more personalized consumer experiences. "[F]ew brands have enough first-party data to consistently deliver the personalized experience that most consumers crave," said eMarketer analyst Andrew Lipsman, adding, "Many will need to up their game or risk turning away their customers over time."
The University of Florida seeks a Director of SEC Network & Broadcast Production. This position will lead the initiative for the Florida Gators in the day-to-day SEC network operations at the University of Florida Athletic Association, Inc. with a creative and innovative approach. The position's primary responsibilities include producing and directing live broadcasts for platforms of the SEC Network while crewing and organizing broadcasts and serving as a liaison between the UAA, the SEC Network and ESPN.
Airbnb's "We Belong Together" campaign for Pride Month features a moving five-minute spot that shows one-on-one conversations between LGBTQ+ millennials and those who participated in the Stonewall Uprising. The push aims to bring generations closer together and the brand is teaming with gay seniors advocacy group SAGE to take 10 Stonewall veterans "to New York City to be thanked, honored and celebrated," says Michael Adams, CEO of SAGE.
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