January 15, 2020
CONNECT WITH ANA FacebookTwitter
ANA Business Marketing SmartBrief
News for business-to-business marketing professionals | ANA.netSIGN UP ⋅   SHARE
ADVERTISEMENT
Top Story
Micah Solomon advises that a customer-centric culture begins with crafting a simple statement of purpose that then forms the basis for recruitment, onboarding, internal interactions and customer service. Once this foundation is in place, "positive peer pressure will take over," he writes.
Full Story: Forbes (1/14) 
LinkedIn Twitter Facebook Email
Download the attribution starter kit from LeadsRx
Enterprise marketers utilize multi-touch attribution to improve their marketing performance. This collection of resources by LeadsRx will help you deploy attribution properly and maximize return on ad spend. Get your copy
ADVERTISEMENT:
General Insights & Strategies
Facebook users skew female and live in urban areas, while Instagram users also tend to be female and Twitter users tend to be male. Kayla Carmicheal takes a deep dive into the demographics of these and other platforms, including Snapchat, TikTok, YouTube, Reddit and LinkedIn, to help marketers maximize their return on investment.
Full Story: HubSpot (1/15) 
LinkedIn Twitter Facebook Email
Separate research from Capgemini and Harvard Business Review shows that customers who have an emotional connection with a company are significantly more valuable, but the dominance of digital engagement means forging those connections is challenging, Danny Tomsett writes. Artificial intelligence is a solution to bringing an emotional side to digital interactions via chatbots that more realistically emulate humans, he writes, though they won't be the only answer.
Full Story: ClickZ (1/14) 
LinkedIn Twitter Facebook Email
Optimal character lengths, language for Twitter
(Pixabay)
Ann Wylie presents research that helps marketers find the highest-performing lengths for tweets and Twitter hashtags, and the types of language that work best on the platform. She recommends tweets of 100 characters, hashtags of up to six characters, and advises using news-type sentences that include a subject, verb and object to boost chances of going viral.
Full Story: PR News (1/14) 
LinkedIn Twitter Facebook Email
How To Survive In A Post-Cookie World
In case you missed it, Google is removing its use of third-party cookies by the end of 2021. Check out our survival guide for marketers who want to know how to do digital advertising in a cookie-less world!
ADVERTISEMENT:
Marketing Technology & Innovation
Google to make third-party Chrome cookies obsolete by 2022
(Google)
Google announced plans to stop the third-party tracking of cookies on Chrome by 2022. Google has sought to work with marketers by developing tools that replace cookies such as a "privacy sandbox," which would enable brands to serve targeted ads with minimal access to personal data, though some are skeptical about the attempt.
Full Story: Digiday (tiered subscription model) (1/14),  Ad Age (tiered subscription model) (1/14),  MediaPost Communications (1/14),  The Wall Street Journal (tiered subscription model) (1/14) 
LinkedIn Twitter Facebook Email
We believe the company you keep, says a lot about your company.
That's why we're going beyond brand safe to guarantee brand-positive placements. We're harnessing the power of empathy, data, and transparency to change media for good. Media, re-imagined by Target. See How
ADVERTISEMENT:
Marketing in 2021
Sponsored content from Commerce Signals
3 Consumer Shifts That Require Marketing Change
While 2020 was definitely the year of Covid-19, make no mistake, a new decade is well underway. Consumers are not returning to the ways of the 2010's. This article uses recent card spending data to outline three consumer behaviors that are here to stay and how marketers need to react.
 
Analytics & Measurement
Pandora is running an open beta of Test & Tune, which enables marketers to reward individuals who answer a short survey about ad recall and purchase intent with an hour of uninterrupted listening and is being used by StubHub and Procter & Gamble. Test & Tune also includes a sales lift function that provides campaign purchasing data details.
Full Story: Adweek (tiered subscription model) (1/14),  MediaPost Communications (1/14) 
LinkedIn Twitter Facebook Email
This Festive Shopping Season, Make Things Merry and Bright With Augmented Reality
Holiday shoppers are craving immersive experiences, and AR is the answer. 89% of Snapchatters are interested in AR try-on and are eager for brands to offer it as early as October. Find out your brand can win the festive shopping season on Snapchat.
ADVERTISEMENT:
Association News
Complying with the California Consumer Privacy Act of 2018 (CCPA), which went into effect at the start of the year, presents a slew of cascading challenges for marketers. Here's how you can ensure your compliance.
LinkedIn Twitter Facebook Email
The REGGIE Awards, the premier industry awards recognizing today's wide-ranging forms of brand activation marketing practices, are accepting entries until Jan. 29.

Enter your most groundbreaking brand activation campaigns of this year in any of 23 award categories. Winners will be announced at the 2020 ANA Brand Activation Marketing Conference, April 22 to 24 in San Diego, Calif.
LinkedIn Twitter Facebook Email
LEARN MORE ABOUT ANA:
Home | About ANA Business Marketing | Chapters
Events | Join ANA | Resources
Sharing ANA Business Marketing SmartBrief with your network keeps the quality of content high and these newsletters free.
Help Spread the Word
SHARE
Or copy and share your personalized link:
smartbrief.com/anadv_bizmktg/?referrerId=eSrjcNdqNS
If we don't change, we don't grow. If we don't grow, we aren't really living.
Gail Sheehy,
writer, journalist, lecturer
LinkedIn Twitter Facebook Email
 
SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio
Sign Up  |    Update Profile  |    Advertise with SmartBrief
Unsubscribe  |    Privacy policy
CONTACT US: FEEDBACK  |    ADVERTISE
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004