Coca-Cola is entering the reality series world with the debut of its original web-based docuseries "One Last Summer." The long-form, brand-produced content follows a group of friends as they spend time together before making the transition to college.
Fresh Market's plan to close 15 stores as part of a restructuring program led this week's list of most-read SmartBrief food and beverage stories, followed by the latest from European grocer Lidl. News about CPG product launches from companies such as General Mills and Conagra also made the Top 10 list, along with Smucker's decision to sell its baking business for $375 million.
Seventy-two percent of business-to-business marketers say lead metrics are very important, but just 63% say they think their business leaders view them as important, per Spiceworks. Fifty-five percent of respondents also say metrics regarding engagement are very important, with only 36% saying they think their leaders believe the same.
Virginia Nussey provides a step-by-step guide to creating a Facebook Messenger chatbot using MobileMonkey's free builder. She uses screenshots to take marketers through the process of creating pages, adding content with widgets, choosing keyword triggers and testing the bot on Messenger.
Business-to-business marketers can build their brand's social-responsibility reputation by taking action, not just signing checks, write Jim Ludema and Amber Johnson. Small changes such as buying office supplies from companies that do social good can make a big difference, they write.
The Association of National Advertisers has revised its media-buying agency contract template for marketers to take into account increasing concerns around transparency, with clarifications added to the terms "conflicts of interest" and "programmatic media," and the additional reference to a "principal or inventory mark-up." "We urge all advertisers to review the changes and incorporate them into their current media agency contracts, where applicable," ANA CEO Bob Liodice said.
At the 2018 ANA Brand Activation Conference, speakers honed in on consumer-centricity, nurturing relationships, leveraging experiences and making emotional connections. Here are 10 takeaways from their presentations.
A semi-annual study by the Jun Group uncovered changes in the video-viewing habits and preferences of audiences over the prior year. Download the full report.
The Special Olympics is marking its 50th anniversary with events in Chicago like interactive activities, a soccer tournament and a concert, along with introducing its new "Inclusion Revolution" to promote diversity across all areas of life, not just sports. The organization partners with brands including United Airlines, Coca-Cola and Toyota, and executives from each share why they value their relationship with the Special Olympics.
Unless ad technology vendors deliver better algorithms, data-driven TV advertising could end up as lackluster as that on digital, which would be an irresponsible waste of loyal TV audiences, writes Dave Morgan. "We haven't yet seen holistic solutions that collectively consider the user, the advertiser and the publisher, leveraging available data and truly delivering fewer, more relevant ads that not only yield better for advertisers and publishers, but truly delight users by providing offers, information or entertainment," he writes.
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