How to create strong B2B thought leadership content | Baldwin&'s Mitch Bennett on writing great audio ads | Shiseido uses YouTube series to expand reach
Created for ignoble.experiment@arconati.us | Web Version
Business-to-business thought leadership content should address just one target audience and speak with a human tone, but one that's still distinctly B2B, writes marketing consultant Tom Gil. That means focusing content on the big picture and respecting the intelligence of an audience of decision-makers.
MMM, MTA, TMA? That last one is "too many acronyms," and yes, we made it up. If the measurement space feels like swimming in alphabet soup, you're not alone. Our recent report breaks down the most common types of measurement and attribution to help you find the one that works for you. Dive in.
Mitch Bennett, executive creative director at Baldwin&, offers four strategies to create the best audio advertising, including what makes great writing and poking fun at the medium. "Rather than ask 'How do I do a radio ad?' ask, 'How do I do something interesting that people like?' " Bennett writes.
Japanese beauty brand Shiseido is trialing a 24-episode YouTube series featuring wellness influencer Candice Kumai and content based on popular platform beauty search terms, one of which yielded 1,400 views and a 340% longer watch time than its organic videos on the Shiseido channel. Jessie Dawes, Shiseido's vice president of integrated marketing strategy and consumer engagement, says the effort is designed to broaden its reach, attract subscribers and help inform its future paid strategy on the platform.
Just the Facts, Ma'am "I stopped watching TV news a year ago, so sick of the bias everywhere. But in doing so, I was out of the loop. I decided to give 1440 a try & I've not been disappointed. Finally, Walter Cronkite style reporting! Just the facts. I also love that I can click a link to see more on many stories. Keep up the good work!" Join for free now.
Panera Bread tapped rapper T-Pain to promote its new chicken sandwich and host livestream shopping drops of products from the brand's "Deliciously Luxe Drip Kit" on mobile shopping platform Ntwrk. One full kit will be won by lottery, and its items include luxury headphones, sweatpants and a sweatshirt branded with images of the chain's logo and new chicken sandwich.
Wieden+Kennedy created a "Tomorrow Is Yours to Take" campaign for Budweiser that features a music video and original track from rapper Anderson .Paak and celebrates global creators. "My new music for the campaign isn't just a song, it's an anthem. ... it's like a rallying cry to those who are done listening to all the reasons why their dreams are impossible," said .Paak.
Snapchat announced the launch of Pixy, a flying pocket-size camera for capturing and uploading videos, along with a raft of augmented reality tools and features such as a Dress Up in-app shopping tab for browsing try-on products and templates for shoppable AR ads. Executives said more than 250 million Snapchat users have used AR shopping Lenses more than 5 billion times since January 2021, and Lenses employing Snap's "true size" yielded a 42% higher return on ad spend than those without it.
Mastodon said it saw a surge of 30,000 new users after news broke that Elon Musk was buying Twitter. The social media network is a decentralized, open-source platform.
Revenue at Twitter reached $1.2 billion during the first three months of 2022, while its daily user base hit 229 million, a 16% increase that accounts for corrections in previously erroneous counting. The platform refrained from providing outlooks or goals until Elon Musk's buyout is finalized and executives reportedly told employees that they're maintaining established priorities at the moment and not planning layoffs.
A study by OneSignal reveals mobile push notifications are the most important channel for 61% of mobile marketers, and 44% say they are also the most effective way to reengage consumers. "This data shows that mobile is poised to be the primary channel to reach customers effectively, and brands offering more personalized, automated customer journeys will drive crucial improvements for customer engagement," said George Deglin, CEO of OneSignal.
A TikTok from the Lunch Lady Squad (LunchLadySquad/TikTok)
School nutrition professionals at Wellington Landings Middle School in Florida say they are forming connections with students through their viral TikTok videos. The group -- named the "Lunch Lady Squad" -- has created dozens of dancing videos aimed at entertaining and engaging students.
While the metaverse is currently earmarked for the future of Facebook and its parent company, if you ask Mark Zuckerberg, six years ago, many marketers saw that livestreaming was the core of the social network's future. But SEO-PR founder Greg Jarboe had doubts, given Periscope and YouTube's livestreaming potential: "Whenever there are that many players in a space, it means it's a good time to experiment, but probably too early to pick the winner."
No comments:
Post a Comment
Keep a civil tongue.