Nestle Waters has launched a brand refresh including new labels and a proprietary bottle design to roll out its sparkling water line, which features unique flavors that the company created based on consumer insights. "We referenced extensive market data on emerging flavors across various food categories and analyzed consumer behaviors and attitudes to inform our flavor strategy," said Nestle Waters' Susan Chirico.
When initially rolled out, Amazon's instant-order Dash Button was thought to be a joke; however, by early 2017, the system was seeing as many as four sales a minute, according to TechCrunch. The success of this program is due to Amazon's focus on the customer experience, as customers are increasingly demanding to be able to order items wherever and whenever they want.
The chief marketing officer for the PGA Tour, Joe Arcuri, intends on making new fans his biggest priority for this year's event. Arcuri notes that new fans are required for growth and reports, "We've been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments. "
Pandora has announced that advertisers can now buy its audio ads programmatically via The Trade Desk, AdsWizz and MediaMath. Pandora CEO Roger Lynch talks about attracting users with an on-demand service for its ad-supported streaming and how the strength of its user data means advertisers are able "to create thousands of versions of an audio ad easily and efficiently" for the most effective personalized experience.
YouTube has officially outlined sanctions that could be applied to creators whose videos promote violence or cruelty or could traumatize or cause pain to participants or viewers. Creators who cross this line will be removed from the platform's premium Google Preferred ad program, could have certain videos or channels demonetized and could be barred from the site's trending video feature.
Digital advertising is a major driver as the global data market stays on track to nearly double in size from 2016, reaching $18.2 billion this year, per an OnAudience.com report. The US will remain the largest national market, but China's market is growing fastest of all and will reach $1 billion in 2018.
Pius Boachie offers tips on how advertisers can get noticed on the increasingly popular Instagram Stories, citing best-practice examples from brands such as Airbnb, which employs polls and user-generated content to spark engagement. NASA uses the feature to offer behind-the-scenes footage and more in-depth information that supports its regular Instagram content, and Bustle regularly lets influencers take over its account to expand its audience.
Luxury retail company Barneys New York has retooled its marketing strategy to cater to younger audiences, with a focus on physical, social and digital campaigns, CEO Daniella Vitale says. The company launched a Recommend app that allows sales members to recommend items to shoppers based on their purchase history, and Barneys has hosted events, such as "The Drop," that feature custom items and special performances.
Amazon will offer ad-supported streaming channels this year, says Amazon Channels head Rich Au. The service -- which has found success in Europe -- will be different from Amazon Channels and will provide an additional form of revenue for its partners.
If you're rushing from meeting to meeting and problem to problem, you're not really thinking through any of the challenges of your day, writes Shane Parrish. "At a corporate level, this means you're ripe for disruption from a competitor willing to play the long game," he writes.
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