Amazon is developing a bevy of shopping experiences for its retail customers including live videos, curated content based on interests and hobbies and brand followers -- all of which pose opportunities for marketers. Kiri Masters suggests five ways brands can tap into these advances, such as using the retailers' demand-side platform for targeted ads, engaging with brand followers, developing organic content on product pages and sponsoring branded video ads.
New Traveler Insights Report A trusted travel partner for two decades, Expedia Group Media Solutions connects hotel brands with high-value travelers. Learn how to drive demand with insights from our latest Traveler Insights Report. Download Report
Alex Macura, founder of Your Digital Assembly, offers 13 tips to localize marketing to drive brand authority and leads. Macura's recommendations include localize content to boost value and relevancy, update the website with images and videos that reference your location and neighborhood and test Google Ads with keyword and location targeting.
Gartner says marketing will continue to incorporate artificial intelligence, and its use will be propelled by technologies that monitor consumers' emotional reactions through vision analysis and other techniques. "By combining [Emotion AI] with computer vision to analyze the composition of each frame in a video, [machine learning] can discover which features (music, dialogue, celebrity appearances, logos, etc.) elicit the strongest responses or lead to tune-out among select contextual audience segments," Gartner says in a report.
Six leaders in business-to-business marketing share their thoughts on how the industry is experiencing a resurgence of creativity and offer advice to marketers. "Simplify the complexity that gets in the way of a great creative product," says Mx Group's Emily Kleist, while Tipi Group's Jamie Ross-Skinner notes, "B2B suffers from a chronic dehumanization of customers, who want the same things as everyone else: to be loved, respected, entertained and sometimes left alone."
Programmatic Advertising Guide Over 90% of digital display advertising transacts programmatically. What does that mean, exactly? We dive into the fundamentals, define important terms, clear up jargon, introduce major players, and explore standard processes, while busting some myths along the way. Get the report here and use SmartBrief200 at checkout for $200 off the purchase.
American Eagle uses roughly 10% of its marketing budget to test innovative strategies, such as its Roblox experience that's attracted 30 million unique visitors, and its Meta Quest 2 headsets in stores to give shoppers a behind-the-scenes peek into its back-to-school campaign. "Showing up where [Gen Z spends] the majority of their day makes sense and [efforts like this] will start to become the norm," says MB, Landor & Fitch's executive creative director.
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US-based Facebook and Instagram users can now tie nonfungible tokens minted on Ethereum, Polygon and Flow to a digital wallet and post them on those platforms. App researchers also say Meta is working on custom animations for NFT posts and digital collections.
YouTube is trying out a promotions tab within YouTube Studio to help creators amplify content without needing to run campaigns through Google Ads Manager. The new option could help creators maximize performance and "prompt more brands to promote their YouTube content," writes Andrew Hutchinson.
A campaign for Johnson & Johnson's Neutrogena Hydro Boost Hydrating Cleansing Gel with Hyaluronic Acid that targeted younger consumers gained 10 billion #MakeASplash TikTok views by recruiting actress Jennifer Garner to reprise her role in a re-creation of her 2013 Neutrogena commercial. Garner, other brand ambassadors and 36 influencers attempted to reenact the original spot's too-perfect face water splash and invited the public to do the same for a chance to win $5,000 and a year's worth of product.
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