Starting conversations on social media can improve organic reach and add to the success of brand campaigns, Perri Robinson writes. She offers three tips for getting the ball rolling: Ask questions, share news that matters to the target audience and join existing discussions.
Many individuals are gravitating away from platforms such as Twitter because of "social media fatigue" from negative content and toward TikTok, says Stefan Heinrich Henriquez, TikTok's head of global marketing, but he concedes that many individuals still see TikTok as the lip-synch app musical.ly. His 25-person team is working to change that with a plan focused on market segmentation, research, user feedback and localized promotional efforts around the globe, and he also sees value in the video comments, which "turn users into brand ambassadors at scale."
From Pizza Hut's resurrected logo to the new TWA hotel, brands in travel, hospitality, food, beverage and other industries are utilizing old-fashioned graphics, slogans, campaigns and products to engage and reconnect with a broad consumer base, writes Ethan Jakob Craft. The goal is to "attract culture-hungry millennials," tap into a "pop culture generated by retro-oriented entertainment" and attract attention "by rekindling nostalgia."
LinkedIn's Justin Shriber offers three lessons for business-to-business companies from the customer experience delivered by direct-to-consumer brands, including serving tailored, valuable content to prospects at every digital touchpoint. Gain trust by building digital communities or tapping industry experts as advocates and create a seamless buying process that eliminates all points of friction, he advises.
This infographic from UTM.io outlines a six-step guide to creating a successful social strategy, beginning with the identification of goals, such as driving leads to your site or boosting reach. The infographic provides tips on developing an in-depth understanding of your target audience, identifying the right social platform and measuring results.
In this video, Marketing Week's Mark Ritson takes a close look at the Mars-owned Snickers brand. His case study highlights how the company used various campaigns to deliver clear messaging globally and differentiate itself in order to boost sales in 56 of its 58 markets.
During Cannes Lions this year, Mastercard CMO Raja Rajamannar detailed the journey the company took in working with musicians, artists and agencies around the world to replace its symbol-only branding with a 30-second audio identity. Rajamannar says Mastercard found a lack of sonic brand information, so "we had to really write the playbook ourselves, and that has taken us a long time."
Marketers are testing a workaround in targeting the increasing viewership of ad-free streaming services like Netflix and Amazon Prime by utilizing brand integrations, co-promotions and product placements, writes Kira Barrett. "While dozens of products found their way into season three of Netflix's 'Stranger Things,' the jury is still out on whether tie-ins with streaming video hits can generally spur the kind of brand recognition that sponsoring marketers seek," Barrett writes.
The minmax() function in the CSS Grid Layout Module enables a minimum and maximum range to increase flexibility of grids in responsive designs. Values and keywords inside the function, including fraction, content and auto, allow further customization, Anna Monus explains.
Web design's focus tends to be on the foreground where all the action happens, but Nataly Birch shows examples of sites using spots in backgrounds as eye-catching but not distracting designs. She notes that blobs are the preferred shape and experimentation includes merging and spreading the spots.
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