Antonis Kocheilas, managing director of strategy at Ogilvy & Mather, explores what "brand" means in a world of digital disruption, as companies have been forced to relinquish narrative control and consumers have become part of the storytelling process. This shift means marketers must create personalized experiences that entertain, offer value and above all, create an emotional connection between brand and consumer, Kocheilas writes.
Nike's Kyrie 4 sneakers sold out in less than an hour after the brand debuted an augmented reality experiment with Facebook Messenger. Nike used Messenger bots to deliver emoji-based clues to consumers, which led to an immersive experience and the chance to purchase the shoes.
PRSA and APPrise Mobile have released preliminary results from their second annual technology survey. Among the findings: The communications industry is poised to invest more strongly in technology, and usage of messaging technologies, mobile, social collaboration and social media have increased significantly.
Intuit's four-minute, animated digital spot, introduced after data showed the company had only 6% US customer awareness, garnered over 21 million YouTube views. The push includes social media GIFs, a Snapchat filter and branded content through Refinery29.
Fifteen percent of marketers include advanced and addressable TV in their ad budgets, and an additional 20% to 30% intend to experiment with the channel this year, per a member survey by the ANA and Forrester. Ninety-four percent of respondents expect greater targeting in TV ads thanks to data-driven strategies, and 84% expect more automation in the buying process.
The fallout from the Cambridge Analytica crisis means that marketers must keep abreast of any platform's policies and win the trust of prospects by being as transparent as possible, Gregg Schwartz writes. Be completely open with prospects about how your brand uses their data and offer value on the platform, he advises.
Artificial intelligence already has disrupted the marketing ecosystem by enabling marketers to offer more useful personalized messaging. The technology also is being used to help marketers manage content at scale and to more effectively mine big data for insights.
Business-to-business marketers are exploring the potential of messaging apps to engage with prospects, with CA Technologies experiencing more than an 80% higher open rate on Facebook Messenger than via email. "As the younger generations move and occupy more of the workforce, and as the messaging apps get friendlier to marketers and offer more tools, we think this will play a key part," CA Technologies' Andrew Spoeth said.
LinkedIn has released an update to Sales Navigator that makes it easier for users to reach potential leads and is compliant with the EU's upcoming General Data Protection Regulation. It also offers a new lead page, additional mobile-account pages and greater platform integration.