Marketing
Top stories summarized by our editors
12/13/2018

Lena Waithe and Nkechi Okoro Carroll launched Black Women Who Brunch in 2014 as a friendly potluck to give other black female writers in the industry an opportunity to network. The group, which has grown from 12 to nearly 80, recently gathered to pose for a photo shoot with the Hollywood Reporter and to discuss the challenges they face in their industry.

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Lena Waithe
12/13/2018

Nike's social stand with the "Dream Crazy" ads featuring former San Francisco 49ers quarterback Colin Kaepernick helped it become Ad Age's marketer of the year. The divisive ad alienated some older consumers, but resonated with Generation Zers and millennials, Nike's core audience, this analysis notes.

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Nike, Colin Kaepernick
12/13/2018

Foldable screens, in-screen fingerprint scanners and artificial intelligence will join the development of 5G networks to drive smartphone innovation through 2019, writes Larry Dignan. Such innovations will help "spur a new era for smartphone devices and set us up for 2020," Dignan writes.

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ZDNet
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Larry Dignan
12/13/2018

Enhance your lead-generation strategy by modernizing search engine optimization to focus on quality content and by creating thought leadership content that demonstrates your expertise, writes David Henzel. Create a conversational experience for prospects, invest time in social media to boost word-of-mouth marketing and adopt a system to optimize conversions, he advises.

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Forbes
12/13/2018

Business-to-business marketers must cater to prospects who are already part of the "trust economy" in their consumer lives, with disruptors like Uber and Airbnb achieving success through transparency and user reviews, writes Anthony Bradley. Enable your prospects to easily access both good and unfavorable reviews, and be proactive to address the concerns of poor reviews to demonstrate that your business listens to and acts upon customer feedback, he writes.

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CustomerThink
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Anthony Bradley, Airbnb
12/13/2018

Truly successful content marketing demands patience, as business results that can be attributed to the strategy can take months to appear, writes Henry Bruce. Take the time to nurture a long-term content strategy that builds from early creative to establish brand awareness and gradually tacks on goals for brand advocacy, lead generation and conversions, he writes.

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Marketing Land
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Henry Bruce
12/13/2018

Some 41% of marketers say events are their top marketing tactic, a 32% year-on-year increase, and beating content marketing at 27%, email at 14% and social at 6%, according to Bizzabo. Additionally, 62% of respondents intend to increase their live-events budgets next year.

12/13/2018

Jasmin Dreher examines what it really means to be a data-driven marketer, recommending that marketers review what data they collect and how it can be used to inform personalized messaging that offers value to their particular audiences. Consider working with an agency that has expertise in translating data insights into humancentric campaigns, she suggests.

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The Drum
12/13/2018

Once primarily focused on keeping personnel informed about company and staff news, employee communications today play a much more expanded role, helping businesses retain and develop employees, foster better cross-functional collaboration, and deliver on an organization's mission and brand promise. As companies look to develop employee communications programs, these six best practices from Mower can help guide the process.

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ana.net
12/13/2018

GoPro founder Nick Woodman talks in this podcast about how the brand's content is created by real people and why the company works with creators to license their video footage to Adobe Stock if they agree. "[O]ur plan is to roll out our customer's content when they give us the right to do so into the Adobe stock program so that other marketers can license these visuals for their own marketing purposes and our GoPro community will get paid for that as well," he says.

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Nick Woodman, Adobe, GoPro