GumGum Sports estimates brands that took the opportunity to sponsor NBA jersey patches will see a $350 million return on investment via social media alone. The top three teams delivering the best returns are the Cleveland Cavaliers for Goodyear, the Golden State Warriors for Rakuten and the Boston Celtics for General Electric.
Designers need to keep simplicity and ease of use foremost in their minds when creating mobile web apps, according to a survey from the consultancy Change Sciences, which issued a number of recommendations based on its results. Tips include avoiding the need for extensive typing, sticking to dependable control gestures and placing navigation at the top of the screen.
Getting your mobile pages into the upper echelon of Google's search engine requires a strong knowledge of both its current and future algorithms, Bobby Lyons writes, noting that page load speed is a primary factor in the equation. He provides suggestions on optimizing sites to get near the top of Google's listings.
Chobani's plan to celebrate its 10th year as a national brand by giving everyone in the US a free cup of yogurt was the most-read story by SmartBrief food and beverage readers this week. News of Kraft Heinz's acquisition strategy, Whole Foods' higher fees for shelf space and PepsiCo's new sparkling water line Bubly also caught readers' attention and gained spots on the week's top 10 list.
With Chinese New Year in full swing, Diageo has assembled a global crew of social media influencers to spread the word that drinking in moderation is socially desirable and a sign of good taste. "We hope to inspire people to drink better, not more, as they welcome in the Year of the Dog," says Carolyn Panzer, Diageo's director of alcohol in society.
PepsiCo is rolling out its new healthy beverage line, Drinkfinity, exclusively to the online channel. Shoppers must first buy a Drinkfinity bottle, which they can then fill with water and infuse with one of the company's 12 flavor pods to mix their own beverages.
Pratik Dholakiya debunks seven digital-retail marketing myths, such as the idea that social media does not encourage people to make purchases. He explains why the assertion that no one reads email anymore is a dangerous fiction for marketers when it's possibly one of the strongest ways for them to break through in the digital landscape.
The best campaigns use emotion to engage, and Adam Heitzman outlines nine different ways marketers can create emotional hooks in their content. Use case studies to tell a story, push limited-edition content to spark a fear of missing out and don't answer all their questions, instead creating intrigue with a little mystery.
Chief marketing officers should employ technology powered by artificial intelligence to deliver more personalized targeting and use analytics to predict intent and deliver real-time experiences, writes Nandini Rathi. Marketers must ensure that all of their organization's customer data is stored in an integrated hub to gain the most valuable insights, she advises.
TrustArc has created a tool called Individual Rights Manager to help marketers comply with the General Data Protection Regulation. Customers can access a form via a brand's site, and the tool provides templates and guidance on how a business should respond.
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