An Ignoble Experiment: Mailchimp CMO talks B2B content marketing

Created for ignoble.experiment@arconati.us | Web Version

September 29, 2022

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The Big Story

Infographic: Tips to create an effective TikTok strategy

(Pixabay)

This infographic from TikTok offers tips on how marketers can create an effective brand strategy using organic and paid content, and by being an active member of the platform's communities. Advice spans developing activation, content and learning strategies and insights include 64% of TikTok users would buy from a brand after seeing both organic and paid content.

Full Story: Social Media Today (9/28)

	The World's 5 Biggest Marketing Data Trends In Salesforce's latest Marketing Intelligence Report, hear from 2,500+ global marketers on how they are leading with their data, from business growth, to data privacy, and more. Learn the worldwide data needs and trends of marketers today. Get the report now.

Connecting & Collaborating

How some brands are shifting their e-commerce efforts

Some brands are responding to lackluster consumer adoption of livestream shopping and shoppable social ads by shifting efforts to their websites where they can offer a smoother checkout experience. For example, Olaplex launched a carousel of in-house and user-generated videos on its website in March with support from Firework and has seen website conversations jump by 80% and average order sizes increase by 15%.

Full Story: Ad Age (tiered subscription model) (9/28)

Mailchimp CMO talks B2B content marketing

Michelle Taite, chief marketing officer at Mailchimp, talks in this podcast about using consumer marketing strategies for better business-to-business marketing results and how B2B marketers can improve brand building. Taite discusses the importance of creative, personalized content marketing to stay connected to prospects.

Full Story: Adweek (9/27)

Demographic shifts making the general market multicultural

(Pixabay)

Armando Azarloza, co-founder and CEO of the Axis Agency, talks in this interview about the changing face of the "general market" in the US and how investments in multicultural marketing should grow accordingly. "Multicultural marketing has to be part of the growth process for any company," Azarloza says, noting, "It's where we're seeing the majority of the growth in consumer segments."

Full Story: Forbes (tiered subscription model) (9/28)

Marketer Moments

GSD&M spotlights Dodge drivers in "Real Brotherhood"

(Dodge/YouTube)

GSD&M created a "Real Brotherhood of Muscle" campaign for Dodge that features an anthem 60-second spot showcasing user-generated content from car owners. The push is running across TV, social media and digital with Dodge drivers encouraged to share their own clips using #RealBrotherhood.

Full Story: MediaPost Communications (free registration) (9/28)

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Platform News

LinkedIn adds Company Pages tools

(Pixabay)

LinkedIn is offering several new features, including link stickers and templates for platform posts for Company Page users. Users also can pin comments under brand posts and add an "Our featured commitments" section to highlight corporate values.

Full Story: Social Media Today (9/28), Adweek (9/28)

Twitter vows to fix ads near child sexual abuse profiles

Reuters' review of research from cybersecurity group Ghost Data revealed that ads from more than 30 top brands appeared on the profile pages of users "peddling links to ... exploitative material." Twitter told advertisers via email that it is suspending ads on profiles and updating its detection system, among additional steps to address the issue.

Full Story: Reuters (9/28), Engadget (9/28), Social Media Today (9/28)

Measurement Matters

Experts mixed on ad market's unusual decline

Advertising sales have declined this year beyond the levels expected when looking at economic indicators, and experts are mixed on what's driving the slowdown. Ad spending could be slumping because of further anticipated declines in the economy, shifts in the digital ad market, changes to the way brands purchase ads or a leveling off after two years of unsustainable highs, Peter Kafka writes.

Full Story: Recode (9/28)

Social Shareable

Southwest employee's videos document hurricane prep

Southwest Airlines (Karen Bleier/Getty Images)

A Southwest Airlines crew member offered an inside look at airport operations with a series of TikTok videos documenting the process of getting the last flights out of Tampa and securing the airport before Hurricane Ian hit Florida's west coast. "We have everybody working," including "the agents, the supes, the managers, even our station manager and district union rep," he said in one video.

Full Story: Parade (9/28)

About the Editor

Mike Driehorst

(That's me on the left, with Callie)

Is a social media newsletter really social if you don't know who's behind it?

Every day, I along with contributor Jo Hamilton and others at SmartBrief work to keep you informed on the latest tips, news and how-tos in the social media and content marketing world.

Since no one likes one-way social media, if you like what we're doing -- or don't like -- or even have suggestions for stories, drop me a line. And if you really like what you read, I'd appreciate it if you'd share this sign up link with your colleagues.