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."
Free Guide: Lessons from the Top 100 Subscription Retailers Learn how the leading subscription retailers personalize their messaging across all channels. Get recommendations on how to optimize the multi-channel marketing for your company. Download the guide.
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.
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.
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.
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.
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.
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.
Presented by Darryl Salerno, this session is designed to help agency owners and senior managers get a handle on their business, earn more money, better reward their employees and work less. We'll take a hard look at the implications of over-servicing clients and explore the consequences on the agency including: working many days, weeks or months for no pay; essentially demoting employees at all levels; and losing employees to well-run agencies that earn more money and can pay their employees better. Register here.
This panel discussion and practical workshop will help you define your goals, identify traits needed for success, and inspire you to boldly chase your C-suite seat. Join the PR Council, Barri Rafferty of Ketchum and Karen van Bergen of Omnicom for this discussion. Register here for the October 23rd workshop.