Increasingly, B2B CMOs are expected to drive growth for their companies. But there are challenges, including insufficient processes to measure marketing's contribution to growth. Here's how four companies are providing more value to existing customers and winning new ones to increase the top line.
The makers of Liquid Death water spent just $600 on paid media for the brand's recent Facebook video, but the spot still garnered 1.2 million views in under two months. "We designed our spot for the internet, where there are very few rules," said founder Mike Cessario.
Several months ago on Twitter, Bud Light promised Philadelphia fans that it would hand out beer if the Eagles won this year's Super Bowl. With that outcome now a distinct possibility, the company has said it hasn't forgotten about its promise and will reveal its plans soon.
Larry Myler examines how blockchain technology will help business-to-business brands, particularly via blockchain-as-a-service companies like MIMIR Blockchain Solutions. Blockchain tech will remove third party involvement from many areas such as identity protection and background checks, while making supply chains and financial transactions more secure, he writes.
Include some form of imagery in all content marketing, weaving it into storytelling for optimum results, writes Guy Sheetrit. Ensure your brand's visual identity is strong and consistent across all channels, use professional photos, tap user visual content and find ways to re-use content, such as transforming a Facebook Live video into content for YouTube.
Adobe has introduced a Hadoop connector to its Campaign tool, allowing marketers to incorporate additional data into email campaigns. Hadoop's big data can be used to deliver more sophisticated personalization and segmentation.
Seats are filling fast for the 2018 ANA Media Conference, presented by Quantcast, February 28 to March 2 in Orlando, Fla. This event is close to selling out. Speakers include:
• Marc Pritchard, chief brand officer at P&G
• Bob Rupczynski, global VP of media and customer relationship management at McDonald's
• Rob Roy, chief digital officer at Sprint
• Kristi Argyilan, SVP of media and guest engagement at Target
• Debra Bass, president of global marketing services at Johnson & Johnson
• Brian Lesser, CEO at AT&T Advertising and Analytics
• Kristen D'Arcy, head of performance digital marketing and media at American Eagle Outfitters
• Lisa Schoder, U.S. integrated marketing and media lead at Ford
The US economy's soaring dependence on ad-based companies, along with a digital boom fueled by Google, Facebook and investors on Wall Street, seems like a bubble that could easily burst as consumers become increasingly fed up with being tracked and targeted across the digital world, writes Brett Ryder. "In the advertising world, and on Wall Street, something does not 'ad' up," he writes.
Duracell's international marketing chief Tatiana Jouanneau talks about refocusing the brand around the seven P's -- power, passion, profit, politics, people, planet and point of difference. She also discusses moving from P&G to Berkshire Hathaway, the importance of partnerships with companies like Disney and streamlining agency relationships.
Executives from AppNexus, EA, Adobe and Rubicon Project recently discussed the issues that are still driving a culture of distrust in ad tech, such as data oversight, the fact that international rebates are still allowed, mobile ad fraud and delayed payments between all parties. "My ask is that as we start to lower our rates and we become more transparent, [payment terms] should be on the table for negotiation," said Rubicon Project's Michael Barrett.
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