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.
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.
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.
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.
Marketing and sales must work together to determine the return on investment of any budget increases, campaigns or other initiatives, Robin Campana writes. Identify a minimum return for each marketing and sales program or event and jointly record the new leads those efforts generate and the value they bring to your business, Campana writes.
Scott Vaughan outlines how marketers can enhance their outbound marketing efforts by using technology to ensure content ends up in front of their target audience while they're conducting buying research. Employ tech to manage multiple third-party demand providers and monitor intent data to target accounts that are actively seeking solutions, he writes.
New research from Ebiquity found that global media spend delivers a clear positive return on investment, with an ROI of $2.83 for every $1 invested. However, there is still a $45 billion untapped profit opportunity globally for brands that can properly optimize spend across all media channels.
The Interactive Advertising Bureau's Tech Lab is enabling marketers to test blockchain technologies from startups, but while many advertisers see the eventual transparency benefits of the technology, they believe it will be a while before there is widespread adoption. "I think it will be two to three years before blockchain becomes a dominant force in advertising as right now adoption is more like a smoke signal than a burning flare," said KPMG's Eamonn Maguire.
Dave Davies offers tips on how to make the most of Google PageSpeed: a metric based on a 0-to-100 scale that is closely related but not identical to a site's actual page speed. Focusing on WordPress sites, he explains why the metric may fall short of 100%.
The New York Times Chief Operating Officer Meredith Kopit Levien has been pushing nontraditional advertising deals, which focus on innovative branded content like videos and podcasts, with brands such as Samsung, BMW, General Electric and Principal Financial Group. "She showed up at a time when I was trying to figure out what to do and offered a solution," said Principal marketing chief Beth Brady.
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