Most companies in one survey undervalued content as a lead-generating tool.Related: How Content Marketing Can Help Your Company Do More For LessOnline marketing expert Neil Patel came up with some possible answers by studying 208 companies’ marketing efforts; he found that nearly 60 percent of those companies' marketing budgets, on average, went into Google Adwords campaigns.Meanwhile, almost 20 percent of those budgets went to Facebook Ads.Although Google Adwords and Facebook Ads had the highest conversion rates by far, content marketing had over a 600 percent return on marketing spend.Finally, they scan the content vertically on the left side, typically glancing at subheads.
While nearly nine in 1o marketers say they have used artificial intelligence in some form to do their job better, a number of challenges still prevent them from tapping the technology’s full potential.That’s according to a new survey from Forrester Research and marketing AI platform Albert in which 156 marketers with decision-making power over their respective companies’ tech purchases offered their takes on the current state of the AI hype cycle.While marketers have rushed to bolster operations with AI to keep pace with a rapid advancement in the field—adoption has jumped from 43% in 2016 to 88% today—many have reported being hampered by inertial institutional problems like a lack of uniform data or outdated systems.Past reports have claimed that as much as 80% of the average data scientist’s time is spent on menial data organization tasks.Forrester’s researchers blamed some of the difficulties with AI on the limited scope of brands’ use of it.The paper says the vast majority of marketers with AI capabilities use it to surface campaign insights.
Author, consultant and TV host, Bonin Bough, is our Adweek Advisory Board chairman.He will be spotlighting three Advisory Board members per month on relevant industry news and trends.I spoke with some of our Advisory Board members about this year’s upfronts and what they thought some of the challenges might be this year.For large brands, it is a time to rethink how these things fit in the ecosystem.They can learn a lot from the fast-paced growth of DTC businesses who, despite being digital-first, are now buying outdoor and TV.Because they understand that buying across the entire ecosystem—true connections planning—is still the most effective way to build a strong brand.
Opinions expressed by Entrepreneur contributors are their own.What if you could get paid for who you are instead of what you do or what you know?Do you want to experience what it feels like to be treated like a celebrity or influencer, and own a business category?Well, it’s completely possible -- and can happen faster than you think.In this free video of an Entrepreneur Insider workshop, Mike Koenigs reveals several strategies that he has created alongside celebrity clients including Tony Robbins, Paula Abdul, Tim Ferriss, Richard Dreyfuss, Dave Asprey, JJ Virgin, John Assaraf, Brian Tracy, XPrize founder Peter Diamandis, Jorge Cruise, Harvey Mackay, Daniel Amen and Darren Hardy, as well as non-celebrity business owners who have had massive success increasing their prices and growing their customer base at the same time.Related: Entrepreneur Insider Video of the Week: Nick Cannon Breaks Down His Keys to Success in Business and Life
Pandora’s algorithms think DJ Khaled’s new album will be a hit this summer.For its new “Sound On” campaign, the streaming music service analyzed its data to see which hits and artists would be the most listened to during the hottest months of the year.Topping the list was Khaled’s “Just Us” featuring SZA, followed by his “Wish Wish” with Cardi B and 21 Savage.To help literally illustrate—and to promote—the summer sounds, Pandora commissioned an interactive mural of Khaled in New York’s Lower East Side neighborhood.The mural, painted by street artist Lexi Bella, also includes a QR code, which when scanned, directs visitors to the album for an audio-visual experience.The company also created a longer 41-song playlist of what it thinks will be the top hits.
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Did you know that Snapchat allows you to turn on Story notifications for specific friends and/or accounts you follow?When you turn on Story notifications for a specific account, the application will notify you when they post a new Story.Our guide will show you how to turn on Story notifications for a specific account.Note: These screenshots were captured in the Snapchat app on iOS.Step 1: On the Friends screen, tap and hold on the friend you wish to receive Story notifications for.Step 3: Tap the toggle to the right of “Story Notifications” to turn this setting on.
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Roku, looking to capitalize on the continued swell of advertiser interest in streaming, is giving marketers another tool to measure ad campaigns’ reach and effectiveness across its OTT offerings.The streaming platform is rolling out new tools to let advertisers review their linear TV campaign performances and model the possible streaming audiences they can reach if they shift advertising budgets to Roku.The tools, called Activation Insights, model what happens to a campaign’s reach and effectiveness if advertisers reallocate different percentages of their budgets to OTT, and they provide advertisers with an “optimal budget spend” estimate to recommend the dollar amount that advertisers should shift to Roku’s OTT platform.Alison Levin, Roku’s head of global ad sales and strategy, said the goal is to show advertisers how OTT can benefit them and their media campaigns.“When we meet with clients, one of the largest questions that always comes up for us—and one of the larger reasons the shift [to OTT] hasn’t happened quicker—is because brands haven’t been able to understand or haven’t had the data to know how much of their budget they should move from linear to OTT,” Levin said.“We’ve been completely focused on helping to solve this industry question.”
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LinkedIn’s quarterly update to its Sales Navigator lead-management dashboard features a redesigned homepage with a focus on alerts, among several improvements.Vice president of product management Doug Camplejohn said in a blog post that the redesign will make it easier for teams using Sales Navigator to identify changes at companies, locate relevant prospects and determine the next steps in their relationships.He wrote, “When we changed the homepage experience from a feed to alerts, we didn’t want to just re-create everything that was there before: We wanted to give you more controls to filter the signal from the noise, and action buttons so you could quickly jump to the next step.”A lead started a position at a new company.Someone at a saved account viewed your profile.A lead was mentioned in the news.
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Are you still waiting in line at the supermarket?French retailer Monoprix goes back in time—way, way back—to show us the inherent misery in queuing up and the way one opportunistic Early Man tries to game the system.(It involves a number of underhanded tactics including a poisonous snake, fake pregnancy, Pterodactyl attack and strategic pantsing, the loincloth version).To promote the app called “Monoprix et Moi,” agency Rosapark created a cinematic two-minute video filled with sight gags and guttural chatter that follows one determined Neanderthal as he methodically (and hilariously) picks off the Cro-Magnons ahead of him in the chow line.“Really, who hasn’t tried to get out of standing in line?” the brand asks, noting that Sapiens of yore had to be cunning and clever (and ruthless) to get ahead.Or at least, we know how to download a fast-pass app by which we can pay directly from our smartphones and skip the whole checkout process.
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Sloppy mistakes in your sales listings equal low sales on Amazon.Image credit: Michael Short | Getty ImagesOpinions expressed by Entrepreneur contributors are their own.But people who settle for this spend much of their time being disappointed, frustrated and poorly compensated as a result.The range of quality is vast: from product listings with a single, grainy photograph, a few vague bullet points and zero reviews to highly optimized, lengthy listings with professional photographs, extensive and highly descriptive copy, and thorough technical details.The more expensive or technical your product is, and providing the market volume exists for it, the more you’ll want to increase the time and effort you pour into these listings.
Effective B2B influencer marketing is rooted in brands developing and nurturing relationships—relationships with individuals who have the relevant topical expertise, reach, and resonance to align with the goals of the brand.Of course, those relationships are often cultivated in the digital realm via social media, email, and audio or video conferencing.But there’s simply no replacement for face-to-face communication—and B2B marketers may have more chances than they know to proactively facilitate interactions or take advantage of in-person opportunities as they arise.If one or more of your warm or targeted influencers or another representative from their brand are delivering a keynote address or are part of a learning track that’s relevant to your audience, plan to attend their sessions and amplify the insights they share via social media, blog content, or both.Giving influencers this kind of thoughtful attention benefits everyone, helping you:Deliver your wider digital audience with credible, relevant, and valuable content.
Editor’s note: Given that ROI remains a most frequently asked topic in the industry, we updated this original Chief Content Officer piece from a few years ago to help you answer the ROI question today.And, while there are opportunities to optimize expenses using content marketing, it can be a limiting and frustrating way to calculate the overall content marketing ROI.Mercantilist John Wannamaker was made famous by a quote he never said in the late 1800s, “I know half my advertising is wasted; the trouble is I don’t know which half.”Consider the last line from a 1964 article, The Concept of the Marketing Mix, by Neil Borden, then-professor emeritus of marketing and advertising at Harvard Business School.Skip ahead almost 25 years and consider a comment in the book Marketing Performance Assessment from 1988:The assessment of marketing performance, often called marketing productivity analysis, remains a seductive but elusive concept for scholars and practitioners alike.
Former Mic Publisher Cory Haik has been named Vice Media’s new chief digital officer and will prioritize audience growth, platform partnerships and “digital product innovation” for the media company, Vice said today.Haik will report to CEO Nancy Dubuc and work out of Vice’s Brooklyn office.She will oversee the updated vice.com, where the site’s distinct channels, which previously had their own websites, now redirect to vertical pages on the main site.“Having been on the frontlines of digital for the last 20 years, Cory is the total package and a perfect fit for Vice as we build our executive team,” Dubuc said in a statement.Haik has been on Pulitzer-prize winning teams for The Times-Picayune’s Hurricane Katrina coverage and at The Seattle Times’ coverage of a police officer shooting.She also worked at The Washington Post developing new digital tools and, most recently, served as publisher of Mic.
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Seven female-founded brands are taking a vocal stand for reproductive rights in a full-page ad in The New York Times today, encouraging other brands to do the same.The founders of the seven brands—Clary Collection, Cora, Dame, Fur, LOOM, Sustain Natural and Thinx—all signed the letter, which starts with the capitalized proclamation “Abortion is:” and finishes the fill-in-the-blank with a number of completions: “A human right.The ad continued, encouraging other brands—and in particular, female business leaders—to be vocal in their support of reproductive and abortion rights for women.Today, we loudly and boldly declare that we will not be silent in defense of fundamental human rights and we challenge our peers in the business community to do the same.Together, we can defeat these unconstitutional attacks on our rights.”The decision to place the ad in the Times comes in response to the abortion restrictions that have recently been signed into law in Georgia and Alabama, in particular, which saw Governor Kay Ivey sign a near-complete ban on abortion in the state without exceptions for rape or incest.
It’s no secret that as outdated perceptions and legal barriers dissipate, brands are rushing into the cannabis space.Those seeking to do so, however, have to navigate a web of legislation and cultural norms, so perhaps it was only a matter of time before a global agency specializing in the space emerged.Co-founded by former president and managing director of Vice Canada Ryan Archibald and media entrepreneur Ted Chung, a longtime business partner of Snoop Dogg, Gram by Gram officially launched today.The agency focuses on helping cannabis brands grow from inception to scale.Gram by Gram grew out of Merry Jane, the cannabis culture digital platform co-founded by Chung and Snoop Dogg, with existing client relationships from early operations."The whole vision of what we're putting together is that we're going to continue to grow around the world as legalization starts popping up more and more."
Postal Service said it will test autonomous 18-wheelers from TuSimple in a two-week pilot between distribution centers in Phoenix and Dallas.The trial will include five 2000-mile, 22-hour roundtrips in Arizona, New Mexico and Texas.According to TuSimple, the freight that moves along the I-10 corridor—a 2500-mile route from Jacksonville, Fla. to Santa Monica, Calif.—accounts for 60 percent of the economic activity in the U.S., so TuSimple expects this to be a central route moving forward.And, like many trials of this nature, a driver and safety engineer will be aboard the self-driving 18-wheeler to monitor performance and ensure public safety.In a statement, the USPS said it’s conducting the test to find “a future class of vehicles which will incorporate new technology to accommodate a diverse mail mix, enhance safety, improve service, reduce emissions and produce operational savings.” The rep also noted the USPS receives no tax dollars for operating expenses and relies on the sale of postage, products and services to fund its operations, but did not comment further.TuSimple pointed to a reduction in fuel costs, enhanced safety and improvement in “fleet utilization rate” thanks to longer hours of operation.
Gap is the latest brand to reveal its plans for LGBTQ Pride Month, which officially kicks off in June.The “Love All Ways” campaign, which coincides with the retailer’s 50th anniversary, puts a spotlight on the family of Jodie Patterson, an author, LGBTQAI advocate and mother of five children, one of whom is her transgender son.Patterson recently wrote The Bold World: A Memoir of Family and Transformation, which shares her experience raising a transgender child.In a series of spots, Patterson and her “chosen” family—friends, relatives, mentors, neighbors—are captured in black and white films that explore the very definition of “family” and what it means in today’s world.The retailer has also released a dedicated Pride-themed collection that includes clothing and accessories for men, women, kids and babies.From May 26 through June 6, Gap will donate 15% of sales from the Pride collection to the United Nations Foundation in support of U.N. Free & Equal, a campaign that promotes equal rights and fair treatment for lesbian, gay, bisexual, transgender and intersex people globally.
Higher prices from retailers like Walmart and Macy’s are a fairly predictable outcome of the U.S.-China trade war.The ability of Chinese fans to tune in to the Game of Thrones finale is arguably less so.And yet that’s precisely what happened on Sunday—at least according to the Wall Street Journal.While 19.3 million U.S. consumers were able to watch the series finale on Sunday, the Journal says fans in China were thwarted by transmission problems on HBO’s streaming partner, Tencent Video.A rep for HBO told Adweek, “There was no issue with the delivery of the episode.”However, while a promo for the finale is streaming as of May 21 with pre-roll ads for quick-service restaurants KFC and Pizza Hut, an automatically translated update on the series’ Tencent Video page says, “We are sorry dielectric problems due to current on the line is not on track.” And on the preview itself, there’s a message that reads, “I am very sorry that due to the media transmission problem, episode 6 cannot be online as scheduled.”
While on the surface it may seem like podcasters and social media influencers have very little in common (namely, we can’t see podcasters or what they are eating or how cute their pet is), there may actually be a great deal we can learn from the early days of influencer marketing to help brands make the most of the podcast explosion.There are some less than obvious similarities between podcasters and influencers that lead me to believe we have learned some of these lessons before.When influencers first started cranking out OOTD posts, beauty tutorials with indie brands, DIY life hacks and haul videos, they were hard to discover.The people who managed to find these influencers in a sea of Instagram and YouTube content earned real cache when the exposed their friends to them.They were considered the tastemakers of their social circles.Podcasters are in a very similar situation right now.
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Image credit: chombosan | Getty ImagesOpinions expressed by Entrepreneur contributors are their own.When you’re new to ecommerce, your time is usually spent on binary decisions and tasks that help you get closer to launching your business: You decide what products you want to sell, who your audience is and how you’re going to reach those people.In the early days, you'll focus on putting the building blocks in place to ensure that you can successfully launch your business.Knowing the analytics behind every aspect of your ecommerce business will help you make informed decisions about which areas to change and which to optimize, and when.To do so successfully, start with these four metrics:
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