Most companies deal in personal data at some level, and public relations professionals need to be ready to safeguard brand equity, which is tied to data security, privacy and perception, Ben Billingsley writes. "Your role is to actively help shape the types of data philosophies and communications strategies among your clients that build, rather than break down, brand equity," he writes.
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Validity Chief Marketing Officer Charlie Ungashick talks in this interview about why business-to-business marketers should use a deliverability solution for email campaigns, his favorite apps and why customer relationship management software is essential. The ability to "obtain up to date info on how best to contact customers, their preferences, the best time and way to reach out to them, and more, allows companies to create more effective conversations with customers," he says.
The plant-based meat market is taking off among consumers, and brands need to differentiate themselves and expand their reach, writes Marina Kapralau. In this interview, Lone Thomsen, Meatless Farm's CMO, talks about the challenges of promoting a new product category, how the company measures experiential marketing and why insights, performance and analytics experts are needed on today's marketing teams.
Marketers looking ahead to 2020 may want to consider investing their time and resources in the most promising opportunities for consumer engagement, writes WeQ's Sven Lubek. He details some top trends, including influencers with smaller groups of followers for more targeted efforts, streaming video ads and live streams on Facebook and Instagram, voice search, connected TV promotions, interactive content, actionable "micro-moments," social media stories and "content experiences" such as Coca-Cola's online bottle customization tool.
Target's new Target Circle loyalty program won 25 million members in four weeks, and that success is the result of learning from missteps with an earlier rewards program, Chief Marketing Officer Rick Gomez said. The now discontinued RedPerks program didn't catch on with shoppers because it was too much like competitors' offers, he said.
Organizations that take a stand on social issues can thrive in the aftermath of backlash and boycotts with the right strategy, says Kellogg School of Management professor Brayden King. "The key is for companies to know who they are, and who their core stakeholders are, and what those stakeholders believe in," says King.
Twitter has published a report that reveals 18 significant US cultural trends from the analysis of billions of tweets between the start of 2016 and end of June this year. The trends are categorized by six key themes -- well-being, everyday wonder, creator culture, my identity, one planet and tech life -- and the report offers marketers insights into each one.