Senator introduces strict Do Not Track legislation | Ryanair CMO returns to basics for recovery plan | Blurring the lines of marketing, customer experience
May 22, 2019
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Senator introduces strict Do Not Track legislation
Senator introduces strict Do Not Track legislation
Hawley (Michael Thomas/Getty Images)
Senator Josh Hawley, R-Mo., proposed legislation that gives customers a single setting to block all non-essential data collection, a measure aimed at Facebook, Google and other social media platforms. The bill aims to penalize companies that ignore the block with fines that start at $100,000.
KSHB-TV (Kansas City, Mo.)/The Associated Press (5/21),  Ad Age (tiered subscription model)/Bloomberg (5/20),  NBC News (5/20) 
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Location data’s use in AI-driven segmentation
Progressive advertising uses AI to quickly and easily identify data patterns, making it ideal for audience segmentation, personalization and targeting. Discover location data's importance in AI-driven segmentation. Download the HERE Technologies' whitepaper now.
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CMO Insights
Ryanair CMO returns to basics for recovery plan
Ryanair CMO returns to basics for recovery plan
(John Macdougall/AFP/Getty Images)
Ryanair CMO Kenny Jacobs is making simple changes to the airline's website and app and aims to use its wealth of customer data to add personalization to the buying process. "We're using the data to give a cleaner, faster online experience and to cross and upsell," he says, noting that 95% of Ryanair's sales come through its platform, not third parties.
The Drum (free registration) (5/20) 
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Blurring the lines of marketing, customer experience
Shep Hyken, an expert on customer service, sees customer experience as a new kind of marketing that involves all interactions customers have with companies. Consistency, responsiveness, delivery and innovation all play a part in CX, and smart marketing chiefs will make it a focus of their overall strategy, he writes.
Forbes (5/19) 
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How is marketing changing in 2019?
Digital-first marketing strategies are obsolete. To succeed in 2019, marketers need to adopt a data-first mindset that takes in the entire customer journey. Learn how top brands are already doing so. Get the ebook.
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Innovation at Work
Consumers eat up Burger King's geofencing promotion
Consumers eat up Burger King's geofencing promotion
(Paul J. Richards/Getty Images)
Burger King's "Whopper Detour" campaign, which combined geofencing with mobile ordering and payment, rocketed the company's app from No. 686 to No. 1 and resulted in the highest restaurant foot traffic in nearly five years, writes Burger King Global CMO Fernando Machado. He calls the promotion "a turning point," saying, it points to "[a] future where creativity is only used for (and celebrated for) responding to real, tangible business and brand goals."
Adweek (tiered subscription model) (5/17) 
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Why VR experiences must be meaningful
Why VR experiences must be meaningful
(Pixabay)
Virtual reality will only increase in popularity but advertisers must create VR experiences that are easily accessible and communicate brand values in a way that's entertaining, unique or emotional, Kyle Ruebsamen writes. "For VR to be an effective strategy in your marketing campaign, it has to give people a memorable experience they can't find elsewhere," he writes.
Ad Age (tiered subscription model) (5/20) 
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How to Keep Your Brand Safe in Programmatic
Stay out of the headlines with learnings from the ultimate guide to contextual brand safety. Learn about programmatic risks, how contextual intelligence enables safety at scale, and how to boldly execute campaigns. Download the guide today to move your advertising from cautious to confident.
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Trending Now
Inexpensive marketing strategies to build buzz
By being a little discerning, a smart small-business owner can generate good public relations for their business without a large investment, writes Kalin Kassabov, founder and CEO of ProTexting. He offers advice on how to pitch stories to the media, write press releases, create video content and leverage Facebook and Instagram stories to drive engagement levels.
Forbes (5/20) 
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How agencies are tackling experiential ROI
Marty Swant explores how agencies are approaching the tricky task of proving return on investment of experiential advertising to clients, including Meta's development of a bespoke platform that determines ROI value from measuring behavioral data, social data, cultural data and psychographic data. Dotdotdash employs facial recognition and heat mapping to garner insights about why consumers interact with certain experiences.
Adweek (tiered subscription model) (5/20) 
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PR Council Updates
Improve retention by improving your managers
Improve retention by improving your managers
San Francisco Members! You will not want to miss our popular "Becoming a People Manager" workshop June 4, taught by Beryl Loeb. Learn best tactics for engaging in tough conversations, giving feedback, and driving innovative results. More details and tickets here.
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PR pros: Get more out of data for your clients and agency
PR pros: Get more out of data for your clients and agency
Join us in NYC on June 13 for a half-day workshop with AVADO that teaches PR pros how to solve business problems, tell brand stories, and more using a data-driven approach. Register now as space is limited.
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All creative people want to do the unexpected.
Hedy Lamarr,
actress and inventor of spread spectrum communication technology

May is National Inventors Month

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