The news that two private-equity groups planned to acquire Hearthside Food Solutions was this week's most-read food and beverage story. Nestle's decision to move the Gerber headquarters to Virginia also caught readers' attention this week, as did news that Campbell Soup ranked first in a poll of the US' most reputable brands.
NBA legend Kobe Bryant is taking aim at Gatorade in a series of ads he wrote and directed for BodyArmor, the sports drink in which he is an investor. The ads feature sports stars disappointed by outdated items and habits before a voice-over states, "Thanks, Gatorade. We'll take it from here."
Mountain Dew has signed a sponsorship deal with gaming organization Immortals that will lead to the generation of new, nonscripted esports content and both digital and live activation events. The original content will feature behind-the-scenes looks into the gaming world produced by Lionsgate, which is one of Immortals' shareholders and strategic partners.
Mobile checkout conversions have lagged behind their desktop counterparts even as studies show consumers are spending more than half of their online time on their phones. Suzanne Scacca offers tips on how to get more mobile users through the checkout process.
Anheuser-Busch InBev is using its data strengths to bring relevant ads to small pockets of consumers. "We want to be the best in data, we want to be the best in content, and we want to do things in the smartest way," said Global Marketing Vice President Lucas Herscovici.
Marketers can use artificial intelligence and machine learning to unleash creative that is personalized and relevant to current trends, writes Kazu Takiguchi. Stay abreast of which channels your audience uses most, don't be afraid to experiment on new platforms or with new technology like augmented reality, and use historical data to improve the customer experience, Takiguchi writes.
Richard Newman examines what recent amendments to the Federal Trade Commission's Telemarketing Sale Rule mean for business-to-business marketers. B2B marketers are not automatically exempt from the legislation and can run afoul of the rules when soliciting individuals within companies when the corporate message is that the products or services are not required.
A study of 34 million engagements on DocSend, which salespeople and marketers use to share content with prospects, offers four key findings about content marketing: Prospects spend an average of around 2 and a half minutes viewing content; mobile-ready content is important at the start of the buying journey but then desktop takes over; there's no optimum day for sending content, which should instead be tailored to individuals; and business-to-business buyers still prefer case studies over other formats.
It's important to have integrated marketing technology solutions to provide a consistent message and experience to prospects and customers. Large companies should invest in cloud-based technology to achieve integration, and marketers should seek standardized application programming interfaces to integrate apps.
Startup Bottos has released a beta version of its Data Marketplace, which is powered by blockchain, to facilitate faster training of artificial intelligence in predictive analytics or voice-recognition models. Marketers can request data from the platform's community to help with specific AI models and pay using Bottos tokens.
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