The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • October 17, 2014

Weekly roundup: 5 digital marketing tips, trends and tactics

Snapchat for marketing: A boom or a flop?

Brands such as GrubHub and Audi are already talking to customers on Snapchat, but without targeted ads, some are asking whether spending time and energy on the app is worth it. With many marketers heavily relying on the intel and data they have about their customers, a social media platform that isn't targeted seems like wasted time to many, that is unless your targeted demographic is the typical Snapchat user. Another area that needs improvement is the ability to measure the success of messages and demonstrate ROI, notes Jason Stein, president at Laundry Service.

Read more at Digiday

Why digital marketing is all about one idea

Marketing teams are stretching in new ways to include social media connoisseurs, content marketing mavens, email marketing divas, you name it. While it's great to have so much in-the-weeds expertise, the marketing teams can run into trouble when everyone doesn't see eye to eye. The only way to create a consistent, desirable experience for the customer is to have all of the teams speaking the same language with a common goal in mind, says Clive Sirkin, CMO at Kimberly-Clark. He adds: “We pull the consumer in different directions, we create complexity. We need to think about how what we do looks to the consumer. Start with the right idea, put it on the table, and nurture it.”

Read more at Forbes 

Target's Instagram gets spooky — and engaging 

Just in time for the Halloween craze, Target has introduced a new Instagram strategy around the holiday that plays off of the DIY trend. The social media campaign called "Halloween Hills" encourages users to choose one of two haunted houses, and each house links to a different Halloween-themed recipe or project. While the supplies for the projects can be purchased in Target stores, the main purpose of the campaign is to drive brand awareness and fuel brand love, says Dustee Jenkins, vice president of public relations and social media for Target.

Read more at Advertising Age

Personal brand assistants go virtual

As brands create an even stronger customer connection, they're turning to virtual assistants to personalize the brand experience and deliver support that mimics in-person interactions. For example, with Domino's "Dom," customers can voice order their pizza, just as they would ask for directions from Siri. Whether these virtual assistants will become part of the brand experience depends on how well the customer service team integrates with marketing and listens to what customers want. “Virtual assistants are very strong brand ambassadors that can be invoked at any point in time,” says Brett Beranek, senior principal solutions marketing manager of enterprise at voice-technology provider Nuance Communications. “There’s always room for technology to evolve but challenge ahead is to humanize it as much as possible.”

Read more at Digiday

Creativity redefined in a Maths Men world

Marketers' obsession with data about what their customers want and how their marketing efforts are measuring up is changing how, and whether, marketers tap into their creative lenses. Marketing is still a blend of science and art, said Russ Lidstone, chief executive of Havas Worldwide London, at the Dadi Awards, because if it were purely a science, marketers would be able to plug and play with a formula. David Burgess, creative director of Reading Room, agrees that marketing is very much a creative field, but he argues that "the definition of creativity has to change" to adapt to the actual marketing environment.

Read more at The Drum 

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