Hot topics at this year's Association of National Advertisers annual conference will likely include the FBI's probe into media-buying practices, data privacy concerns, the growth of in-house agencies and brand growth. More than 3,000 marketers are expected to attend the event that begins Wednesday, and the ANA has added a second stage.
Awais Ahmed outlines five mistakes commonly made by content marketers and how to rectify them, such as creating content without an in-depth understanding of a target audience or not writing with a consistent brand voice. Create content that directly helps prospects tackle specific problems and work strategically to build your brand as a thought leader, Ahmed advises.
Business-to-business marketers need to harness the right actionable insights from big data and use them to shape content and experiences for prospects, Kate Howe writes. Buyers have come to expect the same easy, personalized experience from vendors as they get outside of their working lives, and B2B success will be led by the brands that deliver that simple relevancy alongside emotionally intelligent content, she writes.
Seventy-three percent of prospects say marketing content has influenced their purchase decision-making and 70% report that they find branded content helpful, according to Clutch. Content that's classified by respondents as valuable and useful drove 55% of them to revisit a business' site, 50% to conduct further research about a brand and 42% to make a purchase.
A recent Sizmek study shows 85% of US brand marketers surveyed have prioritized increasing the use of first-party data, yet only 11% of marketers plan to cut back their third-party data use, according to Duke University's Fuqua School of Business, the American Marketing Association and Deloitte. The future of third-party data looks anything but bleak with some marketers noting the focus will shift to quality over quantity and become more connected to advanced TV metrics.
Collecting customer data is the key in guiding a brand's marketing strategy, with first-party data collection giving the best glimpse into consumer behavior, Chirag Shivalker writes. The three most efficient techniques that will result in premium data analysis are net promoter score, conceptual analysis and feedback implementation.
The speakers. Hear from CMOs at Coty Inc., Sam’s Club and Sprint, as well as multicultural marketing leaders at Wells Fargo, Warner Bros. Pictures, Comcast and IW Group.
The content. Learn the latest on how to champion diversity at the highest levels, transform Asian marketing, use multicultural data more effectively and engage LGBTQ consumers.
The annual Multicultural Excellence Awards gala. Celebrate the best work in multicultural marketing across 12 categories, including Hispanic, Asian, African-American, LGBT and People with Disabilities.