Three tricks can push marketing content to the forefront of "an ever-growing stream of information," says Andrew Kucheriavy, a user experience expert. Research points to the power of moving images, words tied to accompanying visuals and colors that elicit specific emotions, he writes.
PR practitioners don't need to have deep pockets to acquire the necessary tools to get the job done. Link-Assistant.Com Founder Aleh Barysevich highlights a variety of free and low-cost tools to help with everything from social listening and content planning to research, pitching and asset organization.
Engagement with video and social content is on the rise during the pandemic, with Shareablee reporting an 11% increase in engagement with brand posts and a 101% engagement hike in influencer posts from March through July. "We're lonelier and more isolated than we've ever been," says Shareablee CEO Tania Yuki, noting, "Commenting on social media does become a way to connect and share a similar experience."
Research from Getty Images reveals almost 80% of global consumers think brands should go beyond featuring different ethnicities in advertising and 60% favor brands whose founders are similar to themselves. Getty's Rebecca Swift explains the findings, advising brands to embrace inclusive imagery and focus more on what diverse people are doing in ads to reflect real lifestyles and cultures.
The New York Times and Facebook have entered a multiyear partnership to co-create augmented reality Instagram features that will include interactive journalism. The first releases include AR effects and filters related to reporting on the California wildfires, lockdown air quality and 100-year anniversary of women's suffrage, and a QR code in the newspaper's Sunday edition launches the AR content for print readers.
YouTube has enhanced its contextual targeting tool, which analyzes multimedia video content with machine learning. The company also expanded its third-party television data, via its Reach Planner option, to numerous countries outside the US and has integrated Nielsen's Total Ad Ratings for Italian and UK advertisers.
Anheuser-Busch InBev ramped up its branded livestream efforts amid the pandemic lockdown and has held more than 500 events, including entertainer performances, that have yielded more than 500 million YouTube views, said Global Marketing Director David Zapata during the Association of National Advertisers' 2020 Digital Marketing Conference. "The consumers felt that it wasn't just them and the artists; they were connecting [with] our brands as well during those whole experiences," Zapata said.
On Sept. 23 at 12 p.m. ET, as part of the Consumer Technology Association's Technology & Standards Fall Forum, Derek Peterson, Ph.D., CTO of Boingo Wireless, will join Gary Shapiro, president and CEO of CTA, to discuss how Boingo is keeping the world connected amidst the COVID-19 health crisis, how businesses can maximize 5G, and more. After the discussion, the annual Technology & Standards Awards will be presented, highlighting outstanding contributions to the CTA Technology & Standards Program and the broader technology industry. Register for this virtual event to attend this session and more.
Artificial intelligence has provided the key to solving a variety of challenges, but the robust technology of knowledge graphs can further improve what artificial intelligence can accomplish. Learn more.
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