Marketing
Top stories summarized by our editors
8/17/2018

Vivino's Brant Cebulla explains how the digital wine marketplace built its 32 million global customer base predominantly through email marketing in partnership with SendGrid. Vivino targets "consumers who are super-engaged with wine" and has a 40% email open rate, Cebulla says.

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Vivino, SendGrid
8/17/2018

This Strategies & Tactics piece outlines eight ways brands can boost engagement on social media, including through the use of strong visuals, have relevant topics create a personality and be bold.

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Strategies & Tactics
8/17/2018

Take advantage of the skills of more than 21,400 of your peers through the MyPRSA communities. Dynamic conversations provide networking opportunities and the tools you need to communicate with leaders and partners in your field.

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connect.prsa.org
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MyPRSA
8/16/2018

Ask for a raise of about 10% above your current pay rate, but first make sure that amount is justifiable based on the market rate and your performance at the company, Kathryn Vasel writes. "Be aware of your unique skill set," executive coach Joel Garfinkle advises.

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CNNMoney
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Kathryn Vasel, Joel Garfinkle
8/16/2018

Bud Light has placed smart refrigerators containing free beer across Cleveland, and the fridges will only open if the NFL's Cleveland Browns win a game in regular season. "You've stood by us through it all. We love you for it, and so does @budlight," said a tweet from the team.

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Cleveland Browns, Bud Light, NFL
8/16/2018

IntSights' Guy Nizan discusses the problem of fake social accounts that claim to be official brand or CEO accounts, with the primary goals of damaging a brand's reputation or obtaining financial gain. Nizan says the best way to detect these type of accounts is through automated technology, and he notes that Facebook is especially efficient at removal of fake accounts when requested.

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MarTech Today
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Guy Nizan, Facebook
8/16/2018

Advice is appreciated more when it's accompanied by positive alternatives to negative behaviors and tries to build rather than prove superiority, writes Dan Rockwell. "Unrequested advice feels like criticism," he writes.

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Leadership Freak
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Dan Rockwell
8/16/2018

Fifty-one percent of business-to-business marketers say content marketing results in the best return on investment, followed by email at 47%, social at 42% and paid search at 32%, per ClickZ and Contentive. Respondents said the top content-marketing formats are, in order, social posts, case studies, video, and white papers or e-books.

8/16/2018

Build your email subscriber list by asking new customers to opt-in to messaging and by offering prospects valuable content such as white papers in exchange for their address, Thomas Smale writes. Ensure your email newsletter design is optimized for mobile, contains the most important information in the top section and includes customized, valuable information, not just promotional content, he advises.

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Entrepreneur online
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Thomas Smale
8/16/2018

Business-to-business marketing executives share their thoughts on key trends, including account-based marketing, the use of customer stories in content marketing, the potential of artificial intelligence and the growing priority of customer experience. "Customers have seen all this convenience that's happened in their personal lives, but they haven't seen that delivered in B2B from a customer experience standpoint," AvidXchange's Tommy Jenkins says.

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CustomerThink
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ABM, AvidXchange