Marketers can save time and money selecting and integrating new technologies if they "align their investments with business outcomes and develop a continuous improvement approach to how such tools and platforms are selected, used and upgraded," writes Julia Amorim. To make the job easier, Amorim suggests assessing your current tech stack to confirm current capabilities, map out key processes, workflows and other variables, determine how you'll train individuals to use a new platform or tool and consider necessary internal communication and documentation.
After Wendy's discontinued its spicy chicken nuggets, Chance the Rapper tweeted about the menu change to his 8.3 million followers and sparked such a lively social conversation that the chain built a campaign around it. Wendy's focuses regularly on the power of social media, says CMO Carl Loredo, adding, "We are constantly looking for these types of organic opportunities. It doesn't hurt that Chance was part of the engagement, but this was off the charts for engagement and shows just how important it was for our fans."
Marketers explore whether event sponsorship is an effective strategy, including GumGum's Som Puangladda, who discusses it from a business-to-business perspective and talks about the importance of identifying the right events for target audiences, exclusivity and measurement. Puangladda also explains how "[t]he ability to join in on live speaking sessions via VR headsets will solve" the problem of connecting with audiences on a wider scale.
Selecting the most efficient, cost-effective and profitable new technologies from a continuous onslaught of offerings is an ongoing challenge for today's video marketer, writes Eoin Dowdall. To separate the hype from reality, Dowdall takes a look at the more promising use of video for testimonials, as a replacement for text in customer service, marketing and sales functions, for short-form and vertical social media campaigns, along with the use of virtual reality and live content that consumers can respond to in real-time.
Susan Gilbert shares four tools that can help marketers improve their Facebook Live videos, including free webcam software ManyCam, which enables multiple platform streaming and high-resolution video. Wirecast allows marketers to livestream and record simultaneously, and provides features such as instant replay and real-time social comments.
Amit Gupta reviews technology trends for enterprises, including how machine learning is enhancing the effectiveness of chatbots with conversational capabilities and how security concerns about the cloud have been alleviated. He also explores artificial intelligence, the evolution of customer relationship management platforms and blockchain.
Apple has been restricting certain first-party cookies from following users past a 24-hour window and is now warning online advertisers that they could face additional restrictions if they're caught monitoring Safari browser activities for enhanced targeting or to build user profiles. Apple is expanding the use of its Intelligent Tracking Prevention technology to make it harder for companies to find workarounds.
Ad agencies and brand marketers are still grappling with Goggle's removal of DoubleClick ID, which they had relied upon for cross-device attribution strategies and has been replaced with Ads Data Hub that's in beta stage, writes Jessica Davies. GroupM's Richard Lloyd says the transition to Ads Data Hub is a work in progress, while some users report trouble viewing the entire media plan with the new tool and others such as O2 and Vodafone have dropped Google for attribution entirely.
While Facebook has had to contend with privacy issues and increasing US government scrutiny, Nada Stirratt, the platform's vice president of global marketing solutions, says she believes in its mission "at every ounce of my core." In this interview, Stirratt discusses advertisers' brand safety concerns, how the platform can be utilized efficiently by large and small brands and its agreement that there needs to be some social media regulation, noting, "We've raised our hand and said we need help."
A Domino's promotion that rewarded individuals for using the company's branded app to upload photos of its pizza, homemade pizza or those purchased from a competitor generated a billion impressions and social conversations, said Christopher Thomas-Moore, vice president of global e-commerce and digital marketing, at the Association of National Advertisers' 2019 Digital and Social Media Conference. Thomas-Moore called the Points for Pies campaign "a huge win for the brand" as questions answered by consumers on the app yielded valuable consumer insight that will help the company tailor future communications.
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