School’s in session: Lessons from marketers of the future
Rising marketing stars have different career experiences than the CMOs and execs who came before them. Their work, largely influenced by digital technology and multi-channel capabilities, shows how marketers’ roles are changing with evolving consumer habits. The graduating class of Marketing Week’s Marketing Academy, including managers from L'Oreal and Danone, offered lessons for how marketers will thrive amidst future digital trends. Their guidance includes calls to loosen the reins on brand communications and co-create content with consumers. They also say that marketers soon will need a better understanding of coding to engage with the developers who create brand content.
Read more at Marketing Week
Advice from the outside
Brands typically look to their closest competitors to benchmark their marketing efforts. Think McDonald’s and Burger King, Nike and Adidas. But there’s reason for marketers to look beyond their industry for inspiration. “Brands can harvest actionable social media insights and set creative direction based on those from outside their sector,” Rick Liebling, head of global marketing at data analytics company Unmetric, writes in Advertising Age. Leibling specifically recommends that marketers look to different sectors for ideas around customer service, event-based marketing and fan affinity.
Read more at Advertising Age
Snapchat, the popular app for sending messages and photos that disappear, is ramping up efforts to draw a new set of users: advertisers and media. The company has held talks with both camps about Snapchat Discovery, a service for vanishing advertisements, videos and news articles. "Snapchat has been laying a lot of groundwork for making it a place that is safer for brands," David Berkowitz, chief marketing officer at ad agency MRY, tells The Wall Street Journal.
Read more at The Wall Street Journal
Marketing a stellar first impression
With busy to-do lists and the constant barrage of digital messages, people often don’t have time to give marketers a second chance. That’s why it’s more important than ever for brands to make a killer first impression, Steve Olenski writes in Forbes. He offers four ways for marketers to to differentiate themselves:
Read more at Forbes
With mobile, it’s game time
With football season fast approaching, marketers are looking for new ways to engage fans this fall. At AT&T Stadium, home of the Dallas Cowboys, visitors have access to a mobile app that directs them to seats, concession stands and bathrooms, and encourages them to post photos to a 130-foot LED “Fan Experience Board” on the premises. “It is a way for us to know if something is going well or needs to be improved,” Brett Daniels, Cowboys director of corporate communications, tells Mobile Marketer. Other sports arenas are testing similar mobile capabilities to engage fans throughout the action.
Read more at Mobile Marketer