How to mine data to uncover timely customer truths | How E.l.f taps TikTok to boost engagement, sales | Droga5 taps Akinyemi for "Whatever Gets You Talking"
May 15, 2020
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Top Story
Data analytics is becoming a primary marketing expenditure as brands try to keep up with rapidly changing consumer needs and media usage, but many marketers are coming up short obtaining complete views of their performance and customer base, writes Invoca CEO Gregg Johnson. He offers four tips on using data to uncover truths and notes, "It is more important than ever before to make decisions that are grounded in facts and connected to revenue."
Full Story: Harvard Business Review online (tiered subscription model) (5/14) 
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Easy-To-Build Workflow Solutions
With easy-to-build custom applications, Kintone can be whatever you need it to be -CRM app, expense report app, content calendar, etc.Streamlineworkflows, improve collaboration and see all team communications with our centralized platform. Click here.
Marketing Strategy
Liz Flora looks at E.l.f.'s continued TikTok marketing in which the brand is hoping to repeat the success of its fall 2019 #eyeslipsface campaign with a second campaign, consisting of an #elfvanishingact hashtag challenge and the original song "Vanishing Act" for its Poreless Putty Primer. Chief Marketing Officer Kory Marchisotto says the organic popularity of #elfcosmetics on TikTok early last year was the impetus of the brand's platform involvement, adding, "All of these signals were telling us that we should really lean into this platform."
Full Story: Glossy (tiered subscription model) (5/15) 
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Small teams succeed with marketing automation
On small marketing teams, fewer people are doing more work and logistics alone can slow down success. But with the right tools and technology in place, processes can be automated to free up marketers to focus on more important (and lucrative) efforts. Find out how your team can benefit from an automation solution. Get the ebook
Creativity and Marketing Innovation
Droga5 taps Akinyemi for "Whatever Gets You Talking"
(Ad Council/YouTube)
Droga5 created a "Whatever Gets You Talking" music video for the Ad Council's "Seize the Awkward" campaign, which features a track from rapper Akinyemi and stars a host of Generation Z influencers mixed in with animation. The video, timed for Mental Health Awareness Month, urges teenagers to check in with friends. The push is supported by Billboard, Instagram, YouTube, Snap, Spotify, Tumblr, TikTok and others, and ad placements secured pro bono by Initiative.
Full Story: Muse by Clio (5/14),  Adweek (tiered subscription model) (5/14),  Campaign US (tiered subscription model) (5/14) 
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Chipotle released an augmented reality Instagram lens that contains a rebus puzzle for fans to solve. A 15-second video shows the new lens in action.
Full Story: Adweek (tiered subscription model) (5/14) 
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Study shows that Snapchat is used more for back-to-school purchases than any other platform.
This year's back-to-school season will be bigger than ever! Students and parents are optimistic, and with 86% of Snapchatters using the app for back-to-school buys, they're ready to spend. Check out our new back-to-school research and learn to reach this influential community when it matters most. Learn more.
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Marketing Insights and Trends
Quickserve restaurants need to adapt their promotional efforts amid dining area closures, sheltering consumers and reduced commuter traffic and move "beyond one-upmanship competitive marketing," writes Influence Central CEO Stacy DeBroff. She suggests marketers utilize a variety of tactics, including localized and personalized messaging, geotargeting, incentives, apps and digital advertising to "remain a signature part of American culture long after the pandemic subsides."
Full Story: SmartBrief/Marketing (5/14) 
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A PepsiCo/Ipsos survey found that 80% of respondents say empathy is now more important given the coronavirus pandemic and 56% think that brands that address the pandemic show empathy. The survey also found that respondents say brands portray empathy by, in order of ranking, being respectful, being humane, listening to people, showing that they care and acknowledging when they're wrong.
Full Story: Marketing Dive (5/14) 
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Digital Advertising: These brands made big gains in 2020
Now that 2020 has come to a close (phew), our annual Rookie of the Year award names the biggest movers in digital advertising last year across streaming, direct-to-consumer (D2C) and more, and bids adieu to our biggest loser (RIP Quibi). Read the report now.
Measurement and Technology
Google is giving advertisers until the end of August to fix ads that require too many resources to become viewable and often drain users' battery power and chew up network data, which is predominant among ads that mine cryptocurrency and those that double as mini-games. Ads that pass the consumption threshold will display an error message and be blocked.
Full Story: MediaPost Communications (5/14),  AdExchanger (5/14) 
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Reddit restructures sales, tests subreddit reward program
(Reddit Inc.)
Reddit has hired former Pinterest and Google executive Harold Klaje to serve as vice president of advertising and has restructured its sales team into three groups to provide services tailored to business size and marketing strategy, reports Digiday. The social platform also is testing a blockchain-based program to enable moderators to reward points to active community members that can be used to buy special memberships and other perks, writes Social Media Today.
Full Story: Digiday (tiered subscription model) (5/14),  Social Media Today (5/14) 
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NEW Survey Results: Beyond the Cookie Report
How are marketers and publishers preparing for a post-cookie world? We surveyed 1,000 decision-makers to find out. Get a copy of "Beyond the Cookie: The Future of Advertising for Marketers & Publishers" from Lotame to learn how companies are preparing. Access the report here.
ANA Update
The 2020 ANA Brand Masters Conference was jam-packed with valuable insight from some of today's leading thinkers in the world of brand marketing. Here are seven of our favorite quotes from their presentations.
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The global rise of mobile, social and crowd-sourcing technologies has given customers superpowers, bringing unprecedented levels of transparency and profoundly changing how brands are defined: the brand is no longer what a company says it is; it's what the company actually is. So, what can organizations do to prepare for an increasingly transparent future?
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Kazuo Ishiguro,
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