Pinterest lures brands seeking refuge from controversy | Using a lighthearted approach to marketing | How to use content, data for demand gen success
November 20, 2020
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The Big Story
Pinterest's focus on positivity and avoidance of contentious issues such as the presidential election have increasingly made the social platform a safe testing ground for brands and opportunity to demonstrate its value, says Chief Revenue Officer Jon Kaplan. Kaplan also notes that e-commerce transactions have increased three times from their frequency last year.
Full Story: Ad Age (tiered subscription model) (11/19) 
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Webinar: Consumer Use Tax 101
Most businesses know to account for sales tax, but often overlook its more complicated cousin: use tax. While sales tax is charged at the point of purchase, use tax can be assessed at multiple points after purchase. Watch this on-demand webinar from Avalara to learn the benefits of automating this often overlooked, and poorly understood tax. Watch Now!
Connecting & Collaborating
Reflecting on the changes needed to market to customers during the pandemic, Katerina Iliades, founder and CEO of Greek International Food Market explains the approach they've taken to increases sales. Facebook Live proved a quick and easy win, as well as getting creative offline, with giveaways and costumed mascots that were simply fun things to do, says Iliades.
Full Story: Independent Retailer (11/19) 
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Demand generation strategies rely on the combined foundations of content and data, writes Todd Davison, who offers advice on the effective use of both. Davison explains the use of creative storytelling to provide valuable content and how to employ data to understand your addressable market.
Full Story: MarketingProfs (free registration) (11/19) 
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What does the new streaming model mean for you?
Audiences are turning away from linear TV and spending more time on streaming platforms. Media companies must respond quickly and effectively in order to thrive in this new environment. Check out the top trends from Google Cloud and find out how you can accelerate the transition with flexibility, scalability, and innovation. Click here to get the white paper.
Marketer Moments
Grubhub, with The Outloud Group, has created a "Friendsgiving" island within Nintendo's "Animal Crossing: New Horizons" game and is giving players the chance to win a virtual visit and Thanksgiving treats from musician Jason Derulo, rapper T-Pain or influencer Addison Rae. Players can enter by tweeting their island name with #Grubhubisland, and the brand, with FirstTube Media, is running a YouTube livestream with each celebrity where fans can ask questions.
Full Story: Ad Age (tiered subscription model) (11/19) 
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DDB, Miller Lite say "Farewell Work Holiday Parties"
(Miller Lite/YouTube)
DDB created a "Farewell Work Holiday Parties" campaign for Miller Lite, which features an anthem 45-second spot that stages statues of workers in real-life poses depicting cringeworthy office party moments and is running across national TV, social and digital. The push also includes an outdoor installation of 15 sculptures used in the spot at the Los Angeles County Museum of Art, which were created by artist Alex Prager.
Full Story: Ad Age (tiered subscription model) (11/19) 
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Best practices for Black Friday
Black Friday and Cyber Monday will definitely be more socially distanced this year than ever before — which means we'll see more online traffic, less crowded frenzy. But everyone still loves a good deal, so it's time to get ready — check out these best practices for what to do before, during, and after Black Friday/Cyber Monday to nail your partnership sales.
Platform News
New Snapchat tools let marketers provide app data through Dynamic Lenses and use installation as the Lenses goal. Other features include bidding systems focused on app spending returns and custom audience creation.
Full Story: Adweek (tiered subscription model) (11/19),  Social Media Today (11/19),  AdExchanger (tiered subscription model) (11/19) 
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Measurement Matters
YouGov's top 10 best brands in the US for 2020 are, in order, Band-Aid, Dawn, Amazon, Hershey's, Clorox, M&M's, Netflix, Lowe's, Quaker and Home Depot. Chipotle and Comcast's Xfinity are the most improved brands, and the ranking reflects changing consumer behavior during the pandemic, with YouGov's Charlie Taylor noting that "the home became the epicenter of daily life with consumers looking for simple home health, entertainment and comforts."
Full Story: Marketing Dive (11/19) 
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Social Shareable
A video of a man dressed as a rat dragging a giant slice of pizza up a New York City subway stairway, using his teeth while passersby ignore him, has attracted 6.9 millions of views on Twitter. The stunt was created by performance artist Jonothon Lyons who says his "Buddy the Rat" character tends to evoke either "Joy, fear or radical indifference" among New Yorkers.
Full Story: Forbes (tiered subscription model) (11/20),  Newsweek (tiered subscription model) (11/17) 
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By successfully creating content that embraces a consistent narrative, you'll see a ripple effect -- from brand awareness and intent behavior to mid-funnel research stages and client expansion behavior.
Todd Davison, co-founder and CEO of Demand Frontier, writing for MarketingProfs
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