Walgreens Boots Alliance is tapping Adobe Experience Cloud technology to create personalized experiences for its 100 million loyalty members, including beauty product recommendations. The goal is to "create seamlessness, convenience and simplicity by orchestrating a lot of the complexity out of the front line in health care and to automate and meet customers where they are," said Vineet Mehra, Walgreens Boots Alliance's global chief marketing officer.
Comedian George Lopez has a new stand-up comedy special on Netflix called "We'll Do It for Half" -- a phrase that got him into hot water with the Secret Service on social media earlier this year. He says representation is important for the Latinx community: "The ability to see someone that looks like you goes a long way" and the special "will be seen by more people, I think more than all of my other specials combined."
Executives working in the PR profession are in a unique position with the ability to "shape ideas and forge opinion" and can play a crucial role in promoting and diversity and inclusion, says Del Galloway, APR, Fellow PRSA and Wells Fargo's vice president of communications. In this interview, the longtime LGBTQ+ thought leader discusses progress regarding corporate LGBTQ+ inclusion, how "young voices are going to move this profession forward. ... [and why diverse] voices and diverse points of view help drive better, more informed outcomes."
L'Oreal Group is following Estee Lauder into livestream shopping as the beauty industry adapts marketing during the coronavirus pandemic. Shopping platform Livescale has benefited from e-commerce partnerships, and livestreams often include tutorials, giveaways and shipping deals.
Pivot to a strategy that serves prospects instead of selling them to generate quality leads, TerDawn DeBoe writes. An approach that demonstrates genuine concern for individual business challenges and offers tailor-made solutions will not only convert leads ready to buy, but will cultivate relationships that could develop into future sales and referrals, DeBoe writes.
Empathy is the answer to creating messaging and experiences that deliver customer value and emotional connections, and has the added bonus of inspiring brand advocacy, Marketing Insider Group CEO Michael Brenner writes. He explains how to forge relationships with business-to-business customers based on empathy via thought leadership, authenticity and approachable, relatable social content.
Verizon Media is working with Vizio-owned Inscape content recognition service to launch Tune-In Attribution, which enables brands using its demand-side platform to attribute TV show viewership to ads served via connected TV, desktop, mobile and other media. Discovery's Seth Goren says, "These kinds of infrastructure enhancements enable a whole new spectrum of thinking to drive optimization and ultimately improve a range of tune-in outcomes."
Isaac Mizrahi, Alma co-president and COO and member of the Culture Marketing Council Board of Directors, argues against the total market approach for marketing, saying any efficiencies achieved aren't repeatable and are usually short-lived. He says that multicultural marketing "will not make minority segments compete against each other for a limited size of the investment pie. Instead, they will consider redistributing the whole pie according to the growth opportunity and our country's population composition."
Procter & Gamble Chief Brand Officer Marc Pritchard spoke during a virtual event at the recent Cannes Lions International Festival of Creativity and outlined the company's plans to combat racial inequality. The initiatives aim to reach 40% multicultural representation in the US, review advertising and marketing for fair representations of all people, invest in Black-owned and -operated companies and watch out for discriminatory or hateful content near where ads appear.
Reports indicate that many individuals who are working from home don't feel as though they're essential or performing meaningful work and question their sense of purpose, writes Michael Kling. He suggests PR professionals help employees overcome these feelings by developing communications that make people feel valued and spotlight specific individuals, demonstrating appreciation beyond monetary rewards and performing pro bono work.