Millennials now hold buying power in the business-to-business world, and marketers can engage with them by creating short-form video optimized for mobile viewing on social platforms, writes Kate Talbot. Create experiences during events that inspire millennial prospects to share them on social media, and partner with social influencers who have expertise in your industry, she advises.
Business-to-business marketers should adopt a multichannel approach to lead generation and nurturing, to include phone calls, direct mail and email messaging, writes Ryan Kh. "Squeeze more out of your budget by targeting channels that deliver higher response rates and more conversions," he writes.
Sixty percent of marketers say artificial intelligence will have a "substantial or transformational" effect on media spend and programmatic buying over the next five years, Salesforce reports. Seventy-four percent of companies that have introduced AI platforms have experienced increased sales of both new and existing services and products, per Capgemini.
WhatsApps is now offering business-specific profiles and a mobile app that allows marketers to manage their accounts on the go. Available analytics, however, are limited to basics such as the number of messages sent, delivered, read and received.
Coca-Cola's new typeface, TCCC Unity, is winning praise from people such as creative director Luke Woodhouse. "TCCC Unity has been drawn with attributes that mean it'll work well at small sizes, both in digital and print, and the character and idiosyncrasies throughout mean it'll be equally powerful as headlines on a billboard," he writes.
Some 91% of advertisers have already implemented or plan to introduce a data-management platform in the upcoming financial year, and 55% say DMPs are their primary method of measuring the efficacy of digital ads, Salesforce reports. The study shows that business-to-business marketers have been faster to adopt new tech that monitors the effectiveness of their ads.
Hear how winners from the 2017 Effie Awards North America program are driving sales, profitability and ROI by attending the 2018 ANA Brand Masters Conference, March 26-28 in Dana Point, Calif. Speakers include:
• Rebecca Messina, CMO at Beam Suntory • Sarah Krauss, founder of and CEO at S'well • Tim Scott, SVP and CMO at Land O' Lakes • Andrew Springate, CMO at Dr Pepper Snapple Group • Stephen Tisdalle, CMO at State Street Global Advisors • Vineet Mehra, CMO at Ancestry.com • Orla Mitchell, president of gum and mints CBU at Mars Wrigley Confectionery
The brick walls are not there to keep us out. The brick walls are there to give us a chance to show how badly we want something. Because the brick walls are there to stop the people who don't want it badly enough.