Intelligent automation powered by artificial intelligence could be used to manage various marketing components, such as ad targeting and search engine optimization, Andy Betts writes. "The most successful CMOs will be looking to IA not only to facilitate processes and create efficiencies but also to drive the digital transformation that will keep their company on the leading edge," Betts concludes.
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After a brand overhaul and the creation of the Joann app last year, iconic crafting store Joann can now collect real-time information on customers with a goal of improving the in-store experience. In addition to the experiential offerings, lessons and inspiration, president and CEO Jill Soltau says, "This is the most shareable and welcoming craft experience ever built."
US Tennis Association marketing chief Amy Choyne discusses its new campaign, which focuses on attracting young players by showing the positive influence tennis can have on children's lives. She also talks about the US Open's new lowercase logo, which she says is "a nod toward being an innovative, forward-thinking organization."
Katie Deighton explores why airlines are investing in creative, humorous in-flight safety videos, such as Turkish Airlines' partnership with "The Lego Movie" franchise that resulted in a five-minute film made using nearly 3 million Lego bricks. Airlines must regularly update funny safety videos for frequent flyers, says SimpliFlying's Shashank Nigamas, as there is "a fine balance where it needs to be on brand and humorous, and yet not annoy your most important customers."
Google is reportedly negotiating to launch outdoor digital billboard advertising in Germany that will be targeted using the data it holds regarding individual browsing behavior. If it goes ahead, similar campaigns could be run in the US and UK, writes Alex Webb.
You need to know not only how your campaign performed, but if it's contributing to your brand success. Learn to uncover how the parts of each campaign, such as channels, messages, timing, product, and more, are truly working. Expect more from your campaign measurement and use those insights for future marketing. Get answers.
Marketers have long seen the value of location intelligence and data that help them get a much deeper understanding of their consumers, but some marketers are facing inaccurate data as an obstacle to success. Discover the three big ways location-based mobile and media will evolve and improve over the next few years in this blog.
US marketers will invest $2.6 billion in identity-based solutions by 2022, compared to $0.9 billion this year, per the Association of National Advertisers, DMA and The Winterberry Group. Around 15% of marketers say they can currently identify target audiences extremely well, while just under 69% said they can do so fairly or somewhat well.
Only 13% of marketers were buying audio ads programmatically last year, per the Association of National Advertisers, despite the fact that investment in digital audio advertising hit $1.6 billion, a rise from $1.1 billion in 2016, per the Interactive Advertising Bureau. The Richards Group's David Lee says the top barrier to audio programmatic buying taking off is lack of scale, and Pandora's Scott Walker says demand-side platforms "need to adopt audio."
The PRC's 8th Annual Member Dinner & Diversity Distinction in PR Awards will feature our first ever Trailblazer Award recipient, Tarana Burke, inspiration behind the #metoo movement. Join us on September 27th to celebrate diversity and inclusion in the communications industry.
Heraclitus said that the only thing that is constant is change. To reinvent is to survive, and in some cases it is to thrive. The power of reinvention is upon us. Transformation is everywhere. How will you rise to the challenge and REINVENT for today? Join us on Sept. 28th for the PR Council's 2018 Critical Issues Forum.