Leading an iconic brand through the marketing industry's shift to digital media still requires the ability to focus on traditional values, says Dean Rodenbough, vice president of external affairs for Hallmark. Rodenbough says brands that wish to grow need to embrace transparency: "Be crystal clear about what your brand stands for and ensure that everything you do from an employee relations, product, marketing, PR and philanthropic standpoint is aligned with your brand's attributes."
USA Today is promoting its 10-episode podcast, "The City," via an augmented-reality campaign that allows users to view an interactive AR presentation through the company's app. Users can preview portions of the podcast by selecting five visual flags that offer sound bites and images.
USA Today is using augmented reality to promote a special podcast series exploring a toxic dump in Chicago. Users downloading the newspaper's app are shown a link and asked to find a flat surface with their mobile device to view an AR presentation.
Snapchat has teamed up with Amazon to enable some users to use the platform's camera feature to scan a bar code or physical item, which then displays information about the same product or similar ones available on Amazon. The visual search tool is being trialed with a small group of American users before wider rollout is considered.
2018 has undoubtedly been another year of big changes wrought by digital disruption. While consumers continue to fragment their media choices across devices and platforms, there is a clarion call for improving the overall quality of advertising. In this video, learn where marketing is headed in the months ahead.
Industry executives share their favorite business-to-business campaigns, including Socialbakers' Moses Velasco who talks about SAP's use of both micro and macroinfluencers to tout its annual conference. Additional highlights include Salesforce's push for its SaaS/Cloud software services that feature the tagline, "Software is dead," and Snowflake's pithy out-of-home messaging.
Philips Global Head of Marketing Tomasz Lisewski talks about developing direct relationships with Facebook, Amazon and Google, relying less on media agencies and developing internal measurement expertise. "We're building the analytics resources internally to take advantage of each of the big platforms because the access to those systems is available to everyone, including our competitors," Lisewski says.
Forbes has unveiled its inaugural CMO Next list, which spotlights 50 chief marketing officers who are reshaping the role, and of whom more than half are women. "[T]he 50 CMOs on this list have near-obsessive focus on their customers, talking about engaging with them in a fully omnichannel world and with a unique respect and allegiance -- as if truly, the brand definition, relevance and utility was completely in their hands," writes Jenny Rooney.
The success of YouTube stars who employ long-form content shows that younger generations don't necessarily have short attention spans and that brands can benefit from an engaging, human face that consumers can connect with, writes Antoine Bouchacourt. "YouTube stars treat their target audience as friends who are simply having a conversation that is authentic, exciting, and perhaps even a little silly. There's a lot to be learned from that for brands," he writes.
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