Curated marketplaces, both online and physical locations, are helping connect consumers with sustainable brands and eco-friendly products. The Yellow Conference's Do-Good Goods Marketplace, Leafd, The Green Hub and Ethica help brands educate consumers through discovery, curation and education.
Ogilvy's "Made Ready" campaign for Citizens Bank stars Questlove in a 30-second spot and will feature an original track by his band, The Roots, which will debut at an event on Sept. 27 at the Philadelphia High School for the Creative and Performing Arts and attendees will be able to record it using smart glasses styled to match the drummer's distinctive eyewear. The push is running across TV, social, digital, podcasts, radio, out of home and also includes sponsored local events and regional ads.
The 30-year-old AriZona iced tea brand was built on a 99-cent price point and word-of-mouth until it recently tested a New York City pop-up featuring limited-edition merchandise that drew crowds, writes Oliver McAteer. Now the drink company is building brand relevance among a shifting demographic by pouring money into novel marketing efforts such as a branded Adidas sneaker line and a magazine timed to coincide with Fashion Week.
Feedback and testing are key to designing a successful user experience and the process begins with defining goals and determining questions to ask, Adam Ascroft writes. "By asking the right questions you take a sub-par, uninformed product and upgrade it to a user-centered well-researched product," he writes.
Amazon is reportedly developing a publishing tool that will enable brands and vetted influencers to incorporate static and video-based social media content into storefronts on the platform to boost engagement and ease the path to purchase. Marketers can work with Amazon's team to participate in the program.
For Facebook Pages, marketers will soon be able to rehearse Facebook Live content, trim the videos, specify beginning and ending times and expand broadcast time from four to eight hours, and they can also schedule Watch Parties, enable viewers to interact and access new viewer tracking-related analytics. Facebook is also updating its Creator Studio with advanced viewership analytics, distribution metrics and support for a variety of languages, and enabled scheduling for Instagram's IGTV content for up to six months.
Instagram TV is scaling up its viewership, and publishers such as Vice Media and ESPN are capitalizing on the opportunity to expand their audience reach with branded content, while Meredith and others are focusing on product placement and show sponsorships, writes Max Willens. CNN's Ashley Codianni says, "We already have an incredibly large and engaged audience on Instagram."
Customer data platforms take marketing segmentation to a new level by enabling brands to customize campaigns to the individual level in real-time, writes James McDermott. He explains the differences between CDPs and offers advice on selecting the best fit, noting "Done right, CDPs should transform the way you interact with customers, optimize workflows to realize greater levels of efficiency, and deliver on the promise of data-driven decision-making."
Some 31% of social marketers have an employee advocacy program and 29% intend to introduce one in the future, per Social Media Today and GaggleAMP. Additionally, 60% of those with a program are still in the planning stages and 17% have just started out, which indicates that despite research showing the positive benefits, the use of employees as influencers is still very much a nascent strategy, Andrew Hutchinson writes.
Lilach Bullock describes why marketers need tools to help on social and the types of features to check for, spanning campaign management, content creation, analytics and social listening. For example, she recommends wave.video for content creation and advises that marketers should ensure social listening tools offer reporting, alerts and influencer identification.
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