Stories about the renovated McDonald's flagship in Chicago and plans by the chain and its franchisees to invest $6 billion to upgrade restaurants around the country proved popular with SmartBrief readers this week. Tyson Foods' plan to explore plant-based and lab-grown meats and ALDI's expanded US grocery offerings also caught readers' attention.
Coca-Cola is strengthening ties with consumers by perfecting its personalization efforts and bridging the gap between the physical and digital worlds, said Chief Digital Officer David Godsman. "We're entering a new chapter as a company, a chapter of digital transformation," he said.
PepsiCo is beginning to assemble a team to staff The Hive, its new unit that will provide a space for small brands to grow. The unit will be fully staffed by early next year, said Seth Kaufman, president of PepsiCo North America Nutrition, who is overseeing the operation.
Plan to audit your social media strategy at least twice a year, conducting qualitative research such as engagement and content analysis alongside quantitative research, including competitors' accounts, paid content and native posts, Lisa Buyer writes. Assess your site and blog content for social optimization, review target personas, make sure your content is still on trend with the most popular social formats and implement tracking that enables you to measure how social strategy drives sales, she advises.
Actor Ryan Reynolds is using witty out-of-office emails to tout his Aviation American Gin brand, and his company's servers crashed after he shared his email address on "The Tonight Show Starring Jimmy Fallon." "The best marketing is also real and personal," said Andrew Chrisomalis, CEO of parent company Davos Brands.
Personalized storytelling should be a key element of your account-based marketing strategy to engage the entire decision-making group with a unified message of how your product can solve all of their pain points and achieve their joint goal, Michael Box asserts. "Give your personalized content a unified purpose that drives action at the purchase point," he writes.
Business-to-business marketer Dennis Shiao shares the three daily activities that improve his skills, including setting time aside in the morning to read books for inspiration. Shiao also makes time for exercising without taking along a device to leave his mind free to roam and come up with ideas, and he experiments with his own content on new channels, such as Twitter's Periscope or Facebook Live, to gain a better understanding of how to use them at work.
Facebook's recently launched WhatsApp Business API enables marketers to engage with customers on the messaging app by sending nonpromotional content, such as delivery information or purchasing confirmations, and to respond to customer-initiated conversations. Use conversational Facebook ads to drive prospects to chat to your brand on the app, around25's Ioana Budai advises.
Jolina Landicho provides a methodology for measuring the return on investment of business-to-business marketing initiatives. She explains how to identify the value generated by content while taking into account distribution and production costs.
IBM is in the midst of a massive digital transformation through the use of integrated technology, digital and data. In this video, VP Jordan Bitterman explains why providers of AI services need to create trusting relationships with users by meeting or exceeding value expectations.
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