Brands can grow their customer base through category growth, Cadillac chief marketing officer Deborah Wahl says, something the brand has been working on since she took over. The company rolled out its "Book by Cadillac" subscription car service to address customer desires, as well as personalized campaigns and virtual reality experiences.
Brands are adapting to marketing in the age of virtual assistants, as a recent report from NPR and Edison Research found 39 million US consumers own a smart speaker. Because smart speakers recommend brands a customer has already researched or viewed on other devices, brands should ensure their content is high-quality and engaging to draw in consumers initially, Bader Rutter's Ewan O'Donnell says.
Procter & Gamble marketing chief Marc Pritchard announced at Cannes Lions that the company wants half its ads to be directed by women by 2023, compared to the current ratio of around 1 in 10. The company has signed up for the female director "Free The Bid" movement, is partnering with Queen Latifah's Queen Collective to tout short films produced by women, and is supporting Katie Couric's new media firm, which aims to ensure women are more realistically portrayed in content.
Brands including Marriott International, Diageo and Warner Bros. are experimenting with voice strategies as digital assistants like Amazon Alexa and Google Home become increasingly popular. Diageo has found success with a "happy hour" skill that helps consumers craft drinks; the brand's marketing chief, James Thompson, says voice is critical because it's the "search of the future."
Data policy changes at Google and Facebook after the implementation of the General Data Protection Regulation in the European Union are causing problems for marketers, leaving them unable to track campaigns across the sites without investing in third-party measurement vendors or, alternatively, limiting campaigns to single platforms, writes Ilyse Liffreing. "It's a battle between Facebook and Google," said an anonymous agency executive.
Registration is now open for the 20th Annual ANA Multicultural Marketing & Diversity Conference, presented by Pandora, November 4 to 6 in Miami, Fla. This premier event is essential for any brand marketer looking to engage multicultural audiences, discuss and debate issues, network and have some fun. Confirmed speakers include Marc Pritchard, chief brand officer at P&G; Ukonwa Ojo, SVP for COVERGIRL at Coty; and Andrew R. Davis, global chief diversity and inclusion officer at Coca-Cola. Learn more now.
Darren Heitner explores how fitness brand Women's Best achieved global recognition and amassed over 3.5 million Instagram followers by creating a loyal social community where the brand engaged via conversation and offering free advice. The company's founders explain the importance of using social analytics to inform content, using storytelling in every Instagram post to show the brand's values and only working with influencers who align with a brand's voice and principles.
Media Trust CEO Chris Olson discusses his company's discovery of HTML5 malware affecting desktop and mobile ads, which now is hitting advertising within apps. To tackle the problem, Olson recommends marketers identify exactly who their publishing and advertising partners are and monitor ad performance directly.
Michael Brito explains how business-to-business marketers can gather the right intelligence to inform a successful influencer campaign, including identifying the right social partners based on their industry expertise, output, engagement and social conversations. He uses a case study to illustrate his strategy, based on finding the best influencer partners related to blockchain and cybersecurity.
R2i's Mike Onalfo explains the importance of intent data for business-to-business marketers and how it can be used to identify individual prospects within companies who are searching for specific solutions. Invest in third-party vendors who can provide actionable real-time data, he advises.
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