How Unilever is reconfiguring its marketing | Why marketing with Big Data is an ongoing journey | Marketers' RFPs are seeking more than just ad proposals
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June 25, 2014
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How Unilever is reconfiguring its marketing
The marketing world has been changed by disruptive digital capabilities for audience interaction, targeting and tracking, prompting brands such as Unilever to adjust their teams and their marketing goals. The big shift for Unilever will be to move away from marketing to people to marketing for people, according to Chief Marketing Officer Keith Weed. Harvard Business Review online/HBR Blog Network (6/24)
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Why marketing with Big Data is an ongoing journey
Incorporating Big Data into marketing isn't about a one-off purchase of a technology platform, but a shift in how marketers operate, writes Fatemeh Khatibloo. "You must help your IT peers understand your business challenges, and your vision for how you will be engaging your customers in the future, whether that's 12 months or five years from now," Khatibloo says. Advertising Age (free access for SmartBrief readers) (6/24)
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Marketers' RFPs are seeking more than just ad proposals
Marketers are increasingly asking agencies for more than advertising ideas, as the RFP morphs into a request for innovative ideas as well as plans for bringing those ideas to market. That reflects a trend toward engaging audiences with useful tools instead of traditional marketing, but companies must ensure that new products are backed by a clear strategy, executives say. Advertising Age (free access for SmartBrief readers) (6/24)
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Tech EdgeSponsored By
Google beta-tests domain service for businesses
Google is beta-testing a Google Domains service that will allow businesses to purchase domains and create up to 100 e-mail accounts and subdomains. The service promises sites will be hosted on Google's DNS servers and supports building sites through Wix, Weebly, Shopify and Squarespace. Entrepreneur online (6/24)
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Innovation
How focusing on profits can sabotage innovation
Focusing too much on profit potential during the innovation process can cause you to miss out on potentially groundbreaking ideas, writes Michelle Stacy, former president of Keurig. "Once the original 'is it possible' question has been solved for, the trick is to apply the same optimistic, focused thinking to the commercialization process," she writes. Harvard Business Review online/HBR Blog Network (6/23)
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Why Taco Bell believes in disruptive innovation
Jeff Jenkins is Taco Bell's "resident disruptor," and he's been involved in setting up the U.S. Taco Company restaurant chain, establishing mobile-ordering systems and working on Taco Bell's loyalty program. "There doesn't have to be an Uber for tacos. ... What matters is that in a hypercompetitive economy, Taco Bell's business could collapse in any number of ways," Alexis Madrigal writes. The Atlantic online (6/20)
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Association News
BMA Southern California – Event – B2B Content Marketing Forum & Harbor Cruise Reception
This event will be held Wednesday, Aug 6, 3:30 p.m. to 8:30 p.m., at Balboa Bay Resort, 1221 West Coast Highway, in Newport Beach, Calif. The forum's sessions include insights on the modern science of neuromarketing; innovative social & content marketing tips and resources; and, developing your digital strategy utilizing the Content Marketing Index. A sunset cruise of the Newport Harbor will top-off the afternoon for attendees. Read more.
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Why join BMA? If business-to-business marketing worked like consumer marketing, you wouldn't need us.
As the world's premier community devoted exclusively to advancing the B2B marketing profession, BMA represents a lifetime of expertise in business-to-business marketing. For over 90 years, Business Marketing Association has been the preeminent resource providing professional development and peer networking to increase the effectiveness of individuals representing the full spectrum of marketing and communications discipline. Read more.
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