It's reported that 90% of consumers are aware of Proactiv, but CEO Jay Sung says brand recognition still requires effort to attract new customers. The strategy is an old and new mix of marketing, with Sung stating, "Going forward, I would say we're going to do roughly one-third branding ads with more of a storyline and about two-thirds of our traditional 'Here's a reason to buy now' ads."
McDonald's CMO Alistair Macrow reports the brand suffered from issues with misinformation in the media, and the key to overcoming this was with transparency. Of the brand's strategy, he reports, "Today I want us to be so transparent that you don't have to ask any questions because the answers are there for all to see."
Pinterest is attracting ad dollars because of its audience that shows intent to purchase, its targeting options and its new visual tool Lens, which identifies products in the physical world and suggests similar items on the platform. "We know that it is a planning platform, and there is purchase intent when someone pins something -- and that's gold from a marketer's perspective," DigitasLBi's Jill Sherman said.
Instagram is introducing Location Stories to its Explore section, enabling consumers to see what's going on in a specific place. The move could suggest an imminent search function, which would enable the platform to deliver ads within searched Stories and even allow brands to pay to tell their own Location Stories, writes Josh Constine.
Video executives give their views on the best platforms for revenue, with YouTube still coming out on top but Facebook tipped as its main rival. "Facebook is smart, and I'm optimistic that they'll be able to solve monetization for video," said The Weather Channel's Neil Katz.
Artificial intelligence is a marketing industry disruptor, because content creation, bot usage and analytics are changing based on smarter machines. The AI market will be worth an estimated $5.1 billion by 2020, per a Digiday report.
Mobile use is making location data an integral part of marketing, letting advertisers "cut through the noise and find the right moment to engage -- rather than to interrupt," writes Carlos Garcia. Location data enables brands to forge meaningful connections that touch and delight consumers, spurring them to share those interactions on social media, he writes.
The PR Council is once again offering our Harvard Leadership Forum on June 12th and 13th. This MBA style crash-course is focused on key lessons from Harvard Business School case-studies, exercises, and discussions. This year, we have re-tooled the case studies for a modern day communications arena, and it is not to be missed. Register here.
This course will implement an effective and efficient analytics training that delivers an inspirational and engaging experience. It will emphasize and empower an 'analytic' mindset, driving engagement to show what is possible in data and analytics in communications for both selling ideas and merchandising results. Attendees will develop an understanding of what is possible with analytics, remove barriers of digital naivety and understand, more practically, what is possible and how to accomplish it across the digital spectrum and develop the knowledge and inspiration agency leaders need in the digitally disrupted world. Register here.