Mattel's Richard Dickson discusses marketing plans to celebrate Barbie's 60th birthday next year, including its biggest-ever "Shero" push, which spotlights inspirational women with dolls of fencing champion Ibtihaj Muhammad and artist Frida Kahlo. Barbie's evolution in recent years is intended to reflect diverse body types and ethnicities, and the brand's messaging focuses on boosting confidence and girls' education, he says.
Quaker Oats is running a three-part "novella within a novella" that's integrated into Univision's prime-time show "Jesus." The branded content will also be available on Facebook after it has aired on the network and be promoted on social by influencers and actors from the show.
Running an experiment without a hypothesis is like starting a road trip just for the sake of driving, without thinking about where you're headed and why. You'll inevitably end up somewhere, but there's a chance you might not have gained anything from the experience. A strong hypothesis is as important as understanding the statistical significance of your results. In this post, we'll show you how to craft great hypotheses, how they fit into your experiment planning, and what differentiates a strong hypothesis from a weak one.
Imagine clicking through to a web page on your cellphone only to realize that it's not optimized for mobile. It's a frustrating and disappointing experience, which happens all too often. In this case, it's unlikely that users remain on your website, let alone purchase something. Learn how to optimize your mobile landing pages for conversions
Precise digital targeting to individuals at scale is possible, especially in the business-to-business ecosystem, and advertisers should seek technology partners with proven customer success to help them achieve success, writes Laura Bakopolus. Look for "an ad tech company ... to help your campaigns achieve maximum optimization and savvy enough to deliver transparent reporting that explains the effects of your spending," she advises.
Marketing leaders from Verizon, Unilever and Intel discuss the lessons learned from the in-housing trend, including how internal units enable a more consistent brand narrative and how on-site external agency teams bring value. Intel's Teresa Herd spoke about how the animosity between brands and agencies is damaging and why both should be focusing on working collaboratively for the good of brands.
Mastercard Chief Marketing Officer Raja Rajamannar says marketers must unite to hold Google and Facebook to account regarding brand safety, transparency and data privacy. "[I]f we tackle the problems together as an industry that's where we'll see result," he says.
Managing cross-platform reach is an industry issue that has been simmering for a couple of years. One solution would be the adoption of a universal ad identifier across the media ecosystem because it would create more transparency in tracking ads by all parties, writes Steve Grubbs, founder and president of Second Act Media.
The premier awards program for email marketing
Submissions are now being accepted for the 2019 eec Awards, honoring the most innovative email campaigns. Categories include Best Use of Data, Best Makeover of an Existing Email Program, Best Use of Email in a Cross-Channel Campaign, Best Nurture Campaign and Email Marketer Thought Leader of the Year. Winners will be honored at the annual Email Evolution Conference, April 24 to 26 in Savannah, Ga. Enter now.
Tomorrow is the most important thing. ... It's perfect when it arrives and it puts itself in our hands. It hopes we've learned something from yesterday.