One of the main themes at Cannes Lions a few weeks ago was the need for brands to reexamine the use of influencers. Craig Greiwe, SVP and head of Rogers & Cowan’s digital group, argues influencers are not the problem, the market is. The solution is relatively straightforward: treat the influencer market the way you do any other: with thoughtful, careful planning, clear accountability and proper creative messaging.
For many companies, business plans involve creating a product and then trying to figure out whom to sell it to. But it turns out that some of the most profitable companies in the world, such as Apple, Amazon and Microsoft, found success by structuring their business plan the other way around. What it comes down to is this: What is the customer looking for, and how can you fit your company into those wants and needs to increase engagement and brand loyalty?
While a Pride activation is not going to be authentic for every brand, a yearlong commitment to advancing the Pride agenda will work for some, argues APCO Worldwide’s Michael Galfetti. Here are three insights for brands to make Pride activations successful. The most important is making certain your brand clearly identifies how it is helping advance progress in the Pride community.
What talents and skills are CMOs looking for when they’re hiring was just one of the areas covered in the extensive quarterly survey of 360 for-profit CMOs produced by Christine Moorman of Duke University in collaboration with Duke’s Fuqua School of Business, Deloitte and the American Marketing Association. The survey had much to say about social media marketing and predicts continued budget growth.
There’s much to see, hear and do during the 11-day marketing cavalcade known as South by Southwest (SXSW), which ended Saturday evening. Beyond the celebrities, glitz and music, what can a brand marketer take away from the multi-level experience? David Wolpert of Bell shares some of the trends and lessons he learned during his trip to Austin, Texas.
With the indictments of 13 Russians and 3 companies last week in the special investigation into foreign meddling with the 2016 U.S. presidential election, the topic of fake news on social platforms is likely to dominate the news this week. A survey from The Conference Board takes a slightly different view of the issue, asking marketers about advertising near fake news stories.
Communicators wonder if their messages resonate. You hope great content will impress, but human memory can be fickle. Memory also is far from infinite, the 16th Annual Most Memorable New Product Launch survey shows. What propelled the new iPhone to be the most memorable product launch of 2017?
Brand communicators may be leaving much on the table if they fail to think strategically about how to leverage the ROI from events to provide content for marketing and sales. SAP’s Amisha Gandhi, who heads the brands work with influencers, provides a chart to show you how to do it.
Mitsubishi VP Adam Snyder has a modestly radical proposal for brand marketers: use social media to make people aware of your culture and values, post sales pitches elsewhere. Snyder’s approach has an historical perspective. Will marketers heed his words?
How does one go from marketing Disney films and media to Mother Nature? That’s the journey The Nature Conservancy’s new CMO Richard Loomis is taking. We asked him about the best advice he’s received, his influences and trends he’s noticed. Of course we asked him to compare Disney and The Nature Conservancy.