With a propensity toward health consciousness and a willingness to share on social media, millennials are creating the perfect marketing storm to fuel the sparkling water sensation, Allan Smith writes. Beverage brands aiming to capture more of this market should actively engage with consumers to ensure that each customer feels like a brand ambassador, he writes.
Mobile game makers like King are seeing lucrative returns on rewarded ads that give gamers incentive to keep playing, with mobile app revenue this year projected to be up 90% from 2015, according to App Annie. Mobile games are highly sought after by brands due to their highly engaging nature, writes Sarah Needleman.
Some designers prefer to go against the grain and work at the atomic level, building a site from the bottom up instead of the top down. Atomic design comes with such benefits as faster prototyping and updating and a more intuitive layout.
Playtex has debuted a social campaign from Frank About Women to tout its Love My Curves collection titled #PlaytexPositivity. The campaign features body-positive social influencers and encourages women to compliment each other on a more regular basis.
The latest Protenus Breach Barometer report revealed that the Department of Health and Human Services' Office for Civil Rights received 36 data breach reports from the health care industry last month, affecting 575,142 patient records in 29 of the incidents. For the first time this year, a vast majority of the breaches were attributed to hacking, affecting more than 516,000 records, followed by just eight incidents caused by insiders, five of which were attributed to insider misconduct.
Chief marketing officers are increasingly under threat from the expectation that they hold responsibility for the customer experience across the entire organization, and the growing trend of chief digital officers taking over strategic data-focused initiatives, Jared Blank writes. To survive, CMOs must become the chief relationship builders across their companies to track the customer journey, show how data-based insights translate into action, and manage the expectations of the C-suite, he adds.
Business-to-business marketers must validate email addresses to improve return on investment and to ensure that data insights gleaned from email campaigns are robust. Verification is also essential to ensure your brand isn't blacklisted by email service providers as a spam company.
Business-to-business customer support must use a reputable software solution to ensure a seamless, personalized experience for customers. Give customers a continual point of contact to spur loyalty, and offer a diverse range of support options, such as live chat or video support.
Design surveys that help customers figure out what they need with creative questions that appeal to their curiosity. Ask about past situations to find out how their needs were or weren't met, use conversational language and align surveys to the sales funnel.
Eighty-five percent of American business-to-business companies are looking into virtual reality, ABI Research reports. The study found that the B2B virtual-reality market will grow faster than previously expected -- albeit still slower than the consumer market -- with particular interest within the health care, transportation, retail and automotive industries.
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