Amazon generated nearly $8 billion in ad sales, along with sales of other services, during the second quarter, marking 87% year-over-year growth. Amazon Chief Financial Officer Brian Olsavsky attributed the increase to its "over 40 new features and self-service capabilities," such as regional sponsored product campaigns and expanding services in Europe, Australia, India, Japan and Saudi Arabia.
Mobile website readers are often more distracted, read more slowly and recall and act on less information than desktop users, writes Ann Wylie, a communications expert who helps communicators better connect with their readers. To boost engagement with mobile users, "[g]et to the point faster, organize better, make it easier to read and more skimmable," suggests Wylie.
The Audience Solutions feature of Google Ad Manager will soon feature new analytic tools to help publishers and brands with media networks manage first-party data. Audience Explorer shows audiences by factors such as browsers or platforms, Scorecard Table offers audience segment profiles and Segment Overlap and Comparison identify differences and points of commonality.
Ramarketing founder Raman Sehgal outlines five classic mistakes made by business-to-business marketers and offers advice on how to fix them. Among the five are not prioritizing brand positioning, imitating others instead of forging a new creative path and focusing on the company, not the customer.
High-quality content is the most critical element of a successful email newsletter, and business-to-business marketers should focus on long-term strategy rather than tactics such as clickbait headlines that give quick wins but destroy trust, writes 1440 Media's Pierre Lipton. Lipton explains how to scale email newsletters and use them as a foundation for other content marketing, such as podcasts and YouTube videos.
Snapchat has enhanced its Snap Ads Manager with a Campaign Lab tool. Brands can use the tool to conduct split tests, view results to determine which works best and receive recommendations based on past tests for actionable steps.
Wendy's has eclipsed Burger King for the No. 2 spot among burger giants and is nipping at McDonald's heels with a first-mover loyalty program that has attracted 13 million app downloads, jumping early into the gaming space, engaging with fans on social media and launching a pop-up experience with Adult Swim, said chief marketer Carl Loredo. "We're winning not because of one flash-in-the-pan idea where someone has moldy Whoppers in print ads. ... It starts with who we are and continues in the way we engage and communicate," Loredo said.
Communications, marketing and human resources need to work together to construct a social media policy "that covers the employee and company with an assortment of separate and combined narratives," suggests Charlette Smith, SK³Consulting principal. Smith outlines key policy components such as employee conduct and negative comments protocol, with the goal being "to set expectations and guidelines for the unknowns that are closer than we think."
Dan Dunkin argues that the old-fashioned marketing funnel strategy is short-sighted and doesn't put enough emphasis on the customer experience. Instead, Dunkin offers a five-step customer loop process that begins with onboarding and ends with advocacy and works to "ensure the company will build closer relationships with its customers."
The 42nd Annual Charity Golf Classic will be held Aug. 23 at Pine Lake Country Club in West Bloomfield Hills, Mich. It's an opportunity to meet some of the great stars of the NFL and support key charity initiatives. Brand and golf sponsors welcome. Contact Rachel at firstname.lastname@example.org
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