Millennials now hold buying power in the business-to-business world, and marketers can engage with them by creating short-form video optimized for mobile viewing on social platforms, writes Kate Talbot. Create experiences during events that inspire millennial prospects to share them on social media, and partner with social influencers who have expertise in your industry, she advises.
WhatsApps is now offering business-specific profiles and a mobile app that allows marketers to manage their accounts on the go. Available analytics, however, are limited to basics such as the number of messages sent, delivered, read and received.
The number of freelance workers in the US is on the rise, and it's predicted that 43% of the US will work as freelancers by 2020. To succeed in freelancing, know your worth and don't settle for below market prices, network to build your brand, hire an accountant to manage your taxes and track expenses, and don't be afraid to say no if you have too much work on your plate.
Dr Pepper Snapple Group's Jim Trebilcock talks about the brand's sponsorship of ESPN's College Football Playoff, why it extended the partnership for another six years, how the fictional Larry Culpepper was born, and creating meaningful experiences. "Dr Pepper wants to be a part of the various moments throughout the season from tailgates to home gates," he says.
Ferrero's planned $2.8 billion purchase of Nestle's chocolate business resonated with SmartBrief food and beverage readers this week, along with several other CPG and retail stories. McDonald's move to do away with foam cups by the end of the year also made this week's Top 10 list.
As part of a campaign to promote Budweiser Prohibition Brew, Anheuser-Busch InBev has partnered with British reality show star Gabby Allen to announce a fleet of vehicles that will travel around England to give away cans of the alcohol-free beer. TimeOut magazine will run a feature on the beer, and two London restaurants will host the brand's first taste test event for the drink.
Business-to-business marketers should adopt a multichannel approach to lead generation and nurturing, to include phone calls, direct mail and email messaging, writes Ryan Kh. "Squeeze more out of your budget by targeting channels that deliver higher response rates and more conversions," he writes.
Sixty percent of marketers say artificial intelligence will have a "substantial or transformational" effect on media spend and programmatic buying over the next five years, Salesforce reports. Seventy-four percent of companies that have introduced AI platforms have experienced increased sales of both new and existing services and products, per Capgemini.
The use of ethnographic research in marketing is accelerating as companies and brands look to meet customers' changing needs. "[Ethnography is] a perfect fit for brand marketers because it adds color and dimension to your business insights," says Kate Parker, head of global brand marketing for safety and insurance at Uber. "It gets you out of the office to see and feel how your brand is living in people's day-to-day lives."
Some 91% of advertisers have already implemented or plan to introduce a data-management platform in the upcoming financial year, and 55% say DMPs are their primary method of measuring the efficacy of digital ads, Salesforce reports. The study shows that business-to-business marketers have been faster to adopt new tech that monitors the effectiveness of their ads.
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