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Twitter’s New Swan Song (Fast Company)
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Posted: 06/19/2009
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Twitter’s new change may appear to be one small chirp in the Twitter universe, but has the potential to turn up the volume even further on the lifecasting powerhouse’s increasing relevance. Tweeters now have access to “hive-minded” buzz through the new “search” and “trending topics” additions that appear on every homepage, reflecting real-world trends and socially-relevant topics. With its speed and real-time social relevance that even extends beyond Google’s reach, the powerful new tool could help Twitter top the charts with marketers seeking to spread their latest advertisements and become even more relevant to Tweeters looking to connect with the world around them.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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Connecting with a Hispanic Market (BusinessWeek)
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Posted: 06/05/2009
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The Hispanic population is the fastest growing segment in the United States, meaning some marketers are missing more than 40 million new customers. Savvy companies like Procter and Gamble, Verizon and General Mills are funneling more marketing dollars into the Hispanic market, a segment proven to purchase products and services from brands advertised on TV. "Hispanic consumers appreciate when you speak to them in their own language," says Edward Gold, advertising director at State Farm Insurance. The approach is paying huge dividends for companies like General Mills, which has seen double-digit sales gains. Taking product integration to the next level, Telemundo and Vidal Partnerships (Client include Home Depot, Kraft Foods and Wendy’s) have formed a strategic alliance to promote an online contest in which viewers will choose the ending for one of the networks telenovelas.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
North America,
South-Central America
Audience:
Business to Consumer
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Online Communities Strengthen Brand Power (Chief Marketer)
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Posted: 05/24/2009
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No matter your product or service, building online brands means building virtual communities that cultivate customer loyalty and provide lasting value. Shaping customer experiences that allows for custom-control, targeted e-mail follow-ups and strategic communications will not only maximize the time your customers spend with your brand, it will also increase your messaging impact and build mindshare, too. It never hurts to make the experience enjoyable, too, through elements like compelling visual design, intuitive navigation and user-generated content. Take for instance, the Pen Collective, by eROI and Wacom. The group now boasts more than 3000 active members, due to the brand’s intuitive mix of tutorials, testimonials, wit and social networking to create an inimitable personal connection to the brand.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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World Wise: Navigating a Global Market with an Eye toward China (BtoB Online)
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Posted: 05/24/2009
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Domestic marketers looking to tap into international markets should set their sights on China. The best place to start? “Leveraging search engines, which drive close to 40% of most suppliers' traffic, is the best way to enter a lot of foreign markets at the moment, and for the best price,” said Marisa Edmund, VP-marketing and communications at Edmund Optics America. China’s gross domestic production (GDP) is projected to grow by 8% this year and new research from Accenture reveals ample opportunity exists for customer-focused U.S. companies. An alarming 55% of companies in China switched vendors last year due to a growing international intolerance for poor customer service.
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Industry:
Marketing, Design, & Interactive Communications,
Telecommunications
Topic:
Marketing Communications
Region:
North America,
Asia Pacific
Audience:
Business to Business
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The Plain Truth: Winning Email Tactics (BtoB Online)
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Posted: 05/24/2009
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It’s no surprise that marketers looking for high-impact email solutions take maximum advantage of Web technology to reach their audiences. Simply put, that means incorporating plain text e-mails into the marketing mix. While flashy HTML e-mails are great attention-grabbers and response-trackers, they aren’t always accessible to every user. The first rule of thumb: key content should be viewable without scrolling. Keeping offers, calls to action, brand identity and deadlines/time markers all at-a-glance is likely to increase your impact. While you can legally send unsolicited emails to anyone in the US without asking permission, it’s vital to keep your communications targeted and provide opt-outs. E-mail offers an easy, effective, affordable way to stay connected and build strong, lasting relationships with your customers.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Marketing Communications
Region:
Global,
North America
Audience:
Business to Business
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We cut through the clutter of the web to highlight innovation and forward-thinking. The best stories from leading publications – hand selected and organized to provide you a single point of access.
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