Nike CEO discusses personalization strategy | Airbnb's Mildenhall on changing the face of travel | Behavioral ad targeting gets thumbs up from CPG brands
September 20, 2017
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Nike CEO discusses personalization strategy
Nike CEO discusses personalization strategy
(Nike)
Nike's Nike By You studio is designed to offer customers more control over the creative process in designing sneakers as part of an overall personalized service strategy. Company CEO Mark Parker reports that this personalization strategy is necessary, stating, "The consumer appetite for newness and choice has never been higher."
BrandChannel (9/15) 
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Free Guide: Lessons from the Top 100 Subscription Retailers
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CMO Insights
Airbnb's Mildenhall on changing the face of travel
Airbnb's Mildenhall on changing the face of travel
(Carl Court/Getty Images)
Airbnb's Jonathan Mildenhall writes about the conception of the "living like a local" idea, instead of focusing on the traditional idea of taking a vacation. He discusses what it means to be a disruptor brand, the challenges of others copying ideas, having a true understanding of what consumers want, and the success of the "Don't go there. Live there" campaign.
Campaign US (free registration) (9/18) 
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Behavioral ad targeting gets thumbs up from CPG brands
Consumer packaged goods brands such as Procter & Gamble are shifting from demographic targeting to using behavioral data to target ads at consumers. Johnson & Johnson achieved a 7% increase in sales of Aveeno products due to behavioral targeting, Chief Marketing Officer Alison Lewis said.
AdExchanger (9/18) 
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Innovation at Work
Marketers aren't committing to AR and VR, but AR may win out
Marketers aren't committing to AR and VR, but AR may win out
(Roslan Rahman/AFP/Getty Images)
Marketers indicate they are assigning only a low priority to augmented, virtual and mixed reality as they head into 2018. That may be due to the still awkward nature of VR devices, writes Mike Proulx, leaving AR with more promising possibilities moving forward as it requires only the smartphones that consumers are already carrying.
MediaPost Communications (9/19) 
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Blockchain technology has implications for marketing, advertising
Blockchain technology is transforming the world of currencies and also holds high potential for marketing and advertising. Never Stop Marketing's new Blockchain Marketing Technology Landscape looks at the possibilities, including the field of ad technology and potential to eradicate ad fraud.
VentureBeat (9/18) 
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Trending Now
YouTube: 6-second ads are effective for recall
YouTube: 6-second ads are effective for recall
(Dan Krauss/Getty Images)
YouTube says that its six-second advertisements are working, with 90% of advertisers citing an increase in ad recall. More advertisers are taking advantage of the shorter ad format, with the company posting a 70% quarter-over-quarter increase in the number of advertisers using the shorter-ad format.
Business Insider (9/18) 
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How the internet of things will transform content marketing
With the number of connected devices projected to top 30 billion by 2020, the internet of things promises to create a vast new field for content marketing. Tereza Litsa explores five possibilities, focusing on new types of content, experiences, data, context and location.
ClickZ (9/18) 
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