Thriving tech companies use consumer data to create virtuous cycles of engagement, a machine-learning-driven tactic that other companies are likely to adopt as well. Madrona Venture Group's S. Somasegar and Daniel Li explain how this works while cautioning the practice runs the risk that inadvertent bad experiences can create outsized negative reactions.
An experiment by Verizon and Nokia has produced seamless transition between two 5G radio signal transmitting to a moving vehicle. "By taking these tests out of the lab and into the field, we're replicating the experience users will ultimately have in a 5G mobility environment," said Bill Stone, Verizon's vice president of technology development and planning.
Bacardi Global Travel Retail is offering shoppers in the Frankfort, Germany, airport a chance to personalize bottles of its Bacardí Carte Blanca with names or personal messages. The #MyBacardi campaign centers on an interactive kiosk at the airport, which also offers cocktail recipes and samplings.
To promote their in-house films, HBO teamed up with dating app and lifestyle brand Bumble to host a two-night event. Users were invited to a $30 million apartment in New York for a "date night" to see a movie recommended for them, the exclusivity of the event generated a 1,200 person wait list every night, with only 65 able to participate.
Communicating with customers openly and honestly about products and services is one of the hallmarks of an authentic brand. This communication has to be two-way. When customer concerns arise, they should be defused in a compassionate and caring way.
The agenda for the 20th Annual ANA Multicultural Marketing & Diversity Conference, presented by Pandora, November 4 to 6 in Miami, Fla., continues to take shape. Sessions include:
- Susan Goldberg, editor-in-chief at National Geographic, will discuss how the magazine is exploring race in America through its trademark storytelling.
- Nita Song, president and chief momentum officer at IW Group, will moderate a panel on tackling the challenges and opportunities of Asian marketing.
- Matt Tumminello, founder of Target10, will facilitate a discussion among brands which are successfully making connections with LGBTQ+ consumers.
A woman in Glasgow, Scotland, placed posters of her Staffordshire cross Loki, who recently died of canine lymphoma, along his favorite walk in the city with boxes of tennis balls. The posters, which went viral on Twitter, told fellow dog walkers to "Please take a treat for your own furry pal, and treasure every minute you have with them."
Company secrets may be in jeopardy as law enforcement seeks, and may obtain, access to the data contained on users' smartphones, writes Mike Elgan. Phone makers are pursuing solutions that would protect such data, but their efforts may not be enough under evolving interpretations of privacy laws, he writes.
MAC Cosmetics has created a global influencer partnership with 12 brand ambassadors, each of whom will focus on a specific market. The move comes as MAC launches its new Maker lipstick line, which includes a signature color for each influencer.