Image credit: Hero Images | Getty ImagesWe’ve all heard that writing according to the company style guide is good for customers because it creates brand voice consistency.But does that still apply when customers are looking for help?It may be time to trade in the traditional brand voice for a more adaptive, empathetic approach to communication that puts the customer’s language and style, not your brand’s, at the center.They’re framing their problem in their own, often frustrated, imprecise, messy terms.One task of self-service knowledge is to close the gap between a customer’s framing of their problem and your solution.
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If you weren’t already focused on your mobile site’s performance, Google is giving you a reason.In July of 2018, Google will use a new ranking signal focused purely on mobile site speed: the “Speed Update.”Google will dampen rankings for slower mobile sites to help mobile searchers find sites that deliver what Google considers to be a better mobile experience.Desktop site speed has been a Google ranking factor for almost eight years — Google’s obsession with speed isn’t anything new.What is new is that Google will now include mobile sites in the site speed ranking equation.Google will use the Speed Update to measure all mobile pages, whether they’re on a dedicated or a responsive site.
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Image credit: Tom Werner | Getty ImagesWhile it might seem like millennials are on their computers or smartphones 24/7, that doesn’t necessarily mean they are checking their email every second of the day.As a marketer, it’s important to know when to send an email, what to include in it and ultimately, how to get someone to click on it.And if you want your email to be opened, you’ve got to hit the email sweet spot with millennials.For starters, if you’re sending marketing emails in the first place, you’re already on the right path.In a study conducted by SendinBlue, which sought to uncover the likes and dislikes of millennials concerning email marketing, 63 percent of respondents said email was their number one choice of communication with retailers, with only 14 percent choosing text messaging.
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The Coca-Cola Company has launched World Without Waste, a brand platform that will promote its plans to develop 100% recyclable packing and spearhead recycling behaviours globally.The company vision launches following a rise in public awareness surrounding the detrimental environmental impact of single-use plastics.Evian was one of the first brands to respond to the zeitgeist, pledging to overhaul its manufacturing processes to 100% recycled plastic by 2025, while Iceland has committed to eliminate plastic packaging from all its own-brand products.Coca-Cola has promised to help collect and recycle a bottle or can for every container that it sells by 2030.It will also invest in developing 100% recyclable packaging and reducing the amount of plastic in its bottles, aiming to manufacture plastic containers with 50% recycled content by 2030.Coke will launch a number of consumer awareness and educational campaigns via the new platform, taking the lead from ‘Love Story’, which it created with Ogilvy in August 2017.
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Hyundai will tease its Super Bowl ad during both the NFC and AFC Championship games on Sunday.The teaser will also be available for viewing online and on the brand’s social channels.It suggests a kind of follow-up to last year’s “A Better Super Bowl” from Hyundai agency of record Innocean, with the brand promising to “surprise millions.”Error loading player: No playable sources foundHyundai had one of the more memorable spots on last year’s Super Bowl.It surprised three American troops overseas by virtually reuniting them with their families who were at the game—and quickly editing the real-time footage into a 90-second spot that aired immediately following the game.
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In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week.We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.In the meantime, here are some B2B Reads we love:The One Thing Killing Your Most Creative Content Ideas (and How to Stop It)A great look at creativity when it comes to content.Thanks for the article, Carla Johnson.
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Image credit: PhotoAlto | Sigrid Olsson | Getty ImagesOver the past nine years, I have consulted dozens of clients on their marketing campaigns.Many are outdated and do not bring any new traffic.Related: The Secret to Successful Content Marketing In 2018 Is Having a Strategy, So Get OneThis is a common issue businesses face across industries.In recent times, for example, a lot of UK-based businesses are talking about GDPR and its impact on their specific industry.
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Google has signed a a patent cross-licensing agreement with Chinese tech giant Tencent in order to expand in China where its entities like app store, search engine and email services are blocked.According to Tech Crunch,both Google and Tencent will work together on innovation and technology.Both didn't disclose any financial terms of the deal.Google’s head of patents, Mike Lee said: “We’re pleased to enter into a patent cross-license with Tencent.By working together on agreements such as this, tech companies can focus on building better products and services for their users."Earlier, Google signed a similar partnership with LG.
Facebook will prioritize news that is trustworthy, informative and local from trusted sources to combat fake news and strengthen relationship and engage in active conversations with users.According to Facebook founder Mark Zuckerberg, Facebook will take feedback from users to further tackle sensationalism, misinformation and polarization.Zuckerberg, in a post on Facebook, said:"As part of our ongoing quality surveys, we will now ask people whether they're familiar with a news source and, if so, whether they trust that source.""The idea is that some news organizations are only trusted by their readers or watchers, and others are broadly trusted across society even by those who don't follow them directly.(We eliminate from the sample those who aren't familiar with a source, so the output is a ratio of those who trust the source to those who are familiar with it.)"The step comes in after Facebook demoted business, brand and media posts in news feed shake up.
Star India will livestream Vivo Indian Premier League (IPL) in virtual reality (VR) on Hotsar to engage fans through the VR experience.Viewers will also be able to select the camera angles and commentary language of their choice, offering further customisation through the “Super-fan feed”.Fans will further have access to cricket emojis on Hotstar.Star India will broadcast live matches of the league in 6 different languages targeting fans across TV and digital.The upcoming auctions will be supported by the campaign ‘Election se Selection’ (selection through election) where fans will be able to vote for their favourite player.Sanjay Gupta, managing director, Star India said: “Over its 10-year journey, the IPL has grown into the single biggest property by far on Indian television.And now that it is on the Star India network across both, television and digital, we are set to use the confluence of technology, consumer insight, and experience in cricket coverage, to broaden the outreach and experience even further."
McDonald's Belgium, in its latest campaign, is paying tribute to the people who are ‘unchangers’ to celebrate 50 years of its Big Mac.The spot, called 'the Unchangers', was conceptualized by TBWA Brussels’ and begins with a group of surfers running towards the water on the beach and a background voice over that says "We are the unchangers.We like it how it is."The camera then moves on to another man sitting on a chair on the same beach and just watches the surfers go.He is lazy to even get up and just lifts his legs up to let the wave pass the chair.It then showcases a number of people saying no to the change.
Mastercard has added a new wrinkle to its famed Priceless campaign, which has already spanned two decades.The company worked with its creative agency, McCann, for the last year to develop the addition to the campaign.Called “Start Something Priceless,” the new effort is meant to inspire people to do something they have always wanted to do—read more, exercise regularly—while also inspiring them to make a difference.“Priceless used to be about Priceless moments, observing them and celebrating them,” explained Raja Rajamannar, chief marketing and communications officer at Mastercard.“What we also looked at was that Priceless was mostly used as an advertising platform and we said that’s probably shortchanging ourselves.Priceless should be infused into everything we do in marketing and everything we do as a company.”
Mark Birnbaum is the co-founder of the EMM Group, owner of the Catch restaurant chain, which are arguably the hottest restaurants in the world with A-list celebrities visiting weekly.He recently sold 50 percent of his company to Tillman Fertitta, the Texas billionaire who's the man behind the CNBC show Billion Dollar Buyer and also recently bought the 17 restaurants of BR Guest.In this episode of Action & Ambition with Andrew Medal, Birnbaum discusses his beginnings and how he turned his passion for nightlife into a thriving business.Add Spot.IMAdd Spot.IM to your site
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Businesses on Facebook have the Facebook Pages Manager application, and businesses on Messenger have Analytics for Apps data for their Messenger bots.And now, businesses on WhatsApp have some tools of their own.The Facebook-owned messaging app announced the launch of WhatsApp Business, a free Android application for small business owners on the platform, which it originally discussed last September.WhatsApp Business is available via Google Play in Indonesia, Italy, Mexico, the U.K. and the U.S., with a global rollout schedule for “the coming weeks,” and the app’s features include:Business profiles, which provide information including descriptions, email addresses, store addresses and websites.Smart messaging tools including quick replies to frequently asked questions, greeting messages to introduce businesses and away messages when no one is available to respond.
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Minneapolis-based independent agency Periscope announced the launch of its new team, dedicated to amplifying brands' ability to engage consumers in an "always-on" landscape.With today’s technology melding online and offline experiences, Periscope has recruited this group of technologists, and infused their technology experiences within the whole agency experience.In a statement from the agency, this new "Connected Experiences" team has been in charge of ensuring that every brand experience (X) created, not just those related to a screen, are optimized for a highly connected consumer.Added to this team are: creative directors Dustin Joyce and AJ Scherbing; Christopher Jensen, the senior connected experiences architect;, and development directot Jon Voth.The team is led by Morgan Zuhelke, who's spent time at Best Buy and Polaris.“In order to be an ‘agency of the future,’ this informed design thinking must be applied across all creative disciplines,” said Zuehlke.“This enables us to engage with the connected consumer in a consistent manner at every touchpoint and also influence and respond to their behaviors based on data gathered at those touchpoints.
Instagram’s latest update to its iOS and Android applications borrowed a feature from sister app Facebook Messenger.The app’s messaging feature, Instagram Direct, now includes activity status, which adds a line below user names sharing the last time those users have been online.Users can opt out of the feature, but should they do so, they will not be able to see when other users were last online.Those wishing to opt out can:Access the settings menu on their apps.Scroll down to Show Activity Status.
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NBC News is still hoping to secure an interview with President Trump on Super Bowl Sunday, a tradition that goes back more than a decade.“Without getting into specifics, I can tell you that there have been conversations between NBC News and the White House about a conversation format, the timing, the location, those sorts of things,” NBC Nightly News anchor Lester Holt told Adweek.“We have not come to any agreement yet,” he said.“I think it’s always a great opportunity.”The pre-Super Bowl live interview likely started in 2004 when CBS’s Jim Nantz interviewed President George W. Bush.As NBC is broadcasting this year’s game, Holt would likely get the call.
One of the neatest things about living outside the U.S. is discovering soccer culture, which is as strident and culturally charged as football is in America.Inter Milan will turn 110 years old.Each unit is led by an emoji that serves as a shorthand for its tale.As the project progresses, the emojis will compose Inter’s iconography.You also learn a lot about the tiny but meaningful moments that make this particular soccer club special, not just in the history of its sport but to the Italian fans who love it.The first story, “That poison lemon,” recounts the legend of striker Benito Lorenzi, who joined Inter in 1947 and died in 2007.
2018 promises to be one of reckoning for the advertising industry.With unresolved topics such as ad fraud, transparency, brand safety, and attribution, digital marketing’s potential of delivering the right ad to the right person at the right time still seems far off.However, there is a silver lining; marketing professionals in America’s tech capital are working hard to deliver solutions that make ads more effective and protected against nefarious characters.While billion of dollars flow into mobile, advertisers are still trying to figure out how to make an impact on such a small screen.Agency executives are under increased pressure to deliver business outcomes that impact the bottom line.With new entrants, such as consulting firms, and mass merger and acquisition activity in 2017, finding clean, scalable, and innovative media is a constant challenge.
Facebook’s board of directors welcomed its first African-American member, as American Express chairman and CEO Kenneth Chenault will take a seat effective Feb. 5.Chenault has been with American Express for 37 years, and he is retiring as chairman and CEO effective Feb. 1, to be succeeded by vice chairman Stephen Squeri.Ken also has a strong sense of social mission and the perspective that comes from running an important public company for decades.”Jesse Jackson, founder and president of the Rainbow/PUSH Coalition, has been critical of the lack of diversity on Facebook’s board of directors in the past.And you agreed to place a ballot amendment that will imply an exclusive and active search for women and people of color for all future board openings.We have people who are qualified right now, and we hope the board does not shrink … We must make the board look like America.”
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