By Ken Beaulieu, vice president of marketing and communications, ANA
Posted: Aug 4, 2015 11:00am ET
B-to-B companies today are cranking out content with increasing frequency to drive traffic to their websites, generate leads, engage targeted audiences, increase sales, and position themselves as thought leaders, among other objectives.
At least that’s their intention.
But the sad reality is that a majority of B-to-B marketers are failing at content marketing — a fact that Joe Pulizzi, founder of the Content Marketing Institute, openly acknowledged at BMA15. And the hits just keep coming:
- A study by the research firm Gleanster found that inefficiencies in companies’ content marketing efforts are costing U.S. B-to-B companies nearly $1 billion annually. Nine out of 10 marketers said the most inefficient areas of their content marketing efforts are meeting task deadlines and redundant content creation.
- A study by The Economist Group and the communications firm Peppercomm revealed that 75 percent of global marketers agree that mentions of their products or services are a frequent part of their content strategy. That’s a problem, business executives say, as they are turned off by content that seems like a sales pitch.
- In a study by the CMO Council, marketers admit to many failings, including not allocating sufficient budget to create engaging and authoritative content, not producing content that is relevant or meaningful to different audiences, and not leveraging the right distribution channels and syndication opportunities to maximize reach.
“There has been an explosion of content marketing, but brands and agencies haven’t really embraced the values of what it takes to create content that’s compelling,” admits Jeff Pundyk, global vice president of the content solutions unit at The Economist Group.
Be sure to read the latest issue of BMA Buzz to learn more about what’s holding back content marketing and how B-to-B marketers can use content more strategically and successfully to support the business strategy. Industry experts who weigh in, in addition to Pundyk, include Robert Rose, chief strategy officer at the Content Marketing Institute; Lee Odden, chief executive officer at TopRank Online Marketing; Ted Birkhahn, president of Peppercomm; and Phil Johnson, chief executive officer at PJA advertising + marketing.
By Mala White, senior manager of committees and conferences
Posted: Aug 3, 2015 3:00pm ET
Last year, the ANA’s Multicultural Excellence Awards program broke its submission record and a good portion of the advertising award submissions were designed to appeal to the audience’s emotions. Attempting to connect to their audience with emotions of happiness, sadness, or empathy, advertisers are hoping that appealing to their audience’s basic human emotions will gain them brand recognition, brand loyalty, and ultimately, a greater return on investment.
Take for example ANA’s 2014 Grand Prize Winner in the LGBT Category, Honey Maid’s “This is Wholesome” campaign. Honey Maid rolled out ad campaigns that appealed to the nuclear, blended, interracial, extended, and same sex families and in doing so elevated itself from being the standard graham cracker company into one that, through emotion, embedded itself into the social conscience of society. With the face of America changing, Honey Maid’s message is resonating with a new type of audience and that’s a good thing. Many more brands are following suit, from Allstate to General Mill’s Cheerios and P&G, as advertising today is becoming more about appealing to the emotions of the audience and connecting on a level other than just their wallet. And it’s paying off.
According to IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns, “campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content (and did a little better than those that mixed emotional and rational content).”
As we begin taking submissions for 2015 ANA’s Multicultural Excellence Awards, I’m expecting to see more brands take this approach. As Plato said, “Human behavior flows from three main sources: desire, emotion, and knowledge.” So marketers, if you want my loyalty and my money, tug on my heartstrings, please!
By Victoria Lopez, director, member relations
Posted: Jul 31, 2015 10:30am ET
This year’s ANA Digital & Social Media Conference saw industry leaders from the marketing world come together to discuss some of the hottest topics in the digital and social space. Below you’ll find some of the key takeaways from the sessions:
Key Takeaway #1: Leverage Relevance
Vineet Mehra, president of global marketing services at J&J Consumer Group of Companies, provided insight into J&J’s formula for being “relentlessly relevant,” which can be expressed in the equation R² = P + MtM:
- R² = authenticity to your brand and its true essence
- P = staying true to purpose that allows brands to own their place in a consumers mind
- MtM = right moment, right place, right channel to connect with consumer
Essentially, brands need to activate their purpose in those moments that matter most in the consumers mind. One way to pinpoint those moments is through social listening; however, Vineet cautions that the power of social listening isn’t in the individual comments but the aggregation of the knowledge.
According to Andrew Markowitz, general manager of GE's Performance Marketing Labs, digital is a quest to connect people, ideas, and machines and to personalize and customize the experiences. The yield is micro relevance for macro impact.
Key Takeaway #2: Create Moments that Matter
Julie Fleischer, senior director of data, content, and media at Kraft Foods, provided a new perspective on “mobile moments.” During the luncheon panel, she urged the audience to rethink and simply consider these “moments.” Mobile usage is growing tremendously and is so engrained in our lives that it’s redundant to label these “mobile moments” — meaning create moments that people will want to share and that will be useful and relevant as they’ll likely be shared or consumed via mobile anyway. A powerful example of this came from Stan Pavlovsky, president at Allrecipes, who showed how they worked with Corbin de Rubertis, president at Grocery Server, to incorporate geotargeting (not a new concept) in a completely unique way — showing the shopping list with items that are on sale at nearby grocery stores.
Douglas Busk, global group director of digital communications and social media at Coca-Cola, shared how the brand leveraged the Mad Men finale to hit the “perfect moment” using their own formula for real time success: Quality Content + Coordinated Efforts + Current = Winning Stories.
Key Takeaway #3: Adopt a “Digital First” Mindset
Scott Cottick, senior manager of social media marketing at Nissan, discussed how large media platforms such as The Voice and the Super Bowl have become social viewing events. In order to make an impact beyond the show and paid media, a “digital first” strategy helps create “buzz” and PR to leverage earned media. Beyond these large-scale tent-pole events, developing engaging, digital-only content can help bring the customer on the journey at the top of funnel to present your brand in a different way. Sarah Hofstetter, CEO at 360i, went on to say digital video is really just video and we need to stop looking at it through such a narrow lens. Until then, it won’t be scalable.
Key Takeaway #4: Insights are still the most powerful tool
Chris Padgett, vice president and marketing head of digital at Nestle, and Sarah Hofstetter brought it all down to the basics. Despite the new technologies coming out each day, the timeless fundamentals still apply. Having a core insight is still necessary to inspire, ignite and impact. Once you have that insight, the technology to execute will follow. Both Vineet Mehra and Scott Cottick took that a step further to speak about emotion and how, regardless of platform, campaigns that come from the heart will resonate.
Key Takeaway #5: Realities of Digital Measurement
Randall Rothenberg, CEO at IAB, admits we have a long way to go on universally defined guiding principles for measurement, despite the fact that 2016 digital ad spend will exceed all TV in the U.S. Furthermore, despite growth in programmatic, uncertainties remain around viewability, fraudulent traffic, and transparency. Randall went on to emphatically declare that 100% viewability is NOT possible within the current infrastructure. In 2015, the standard rate remains at 70%. As technology develops and systems advance, the goal is for 100% viewability. Still, advertisers cite the digital supply chain’s open architecture as one of the biggest issues.
By Andrew Eitelbach, senior manager of marketing and communications
Posted: Jul 14, 2015 12:00pm ET
Tomorrow marks the first day of the ANA Digital and Social Media Conference, a three-day event featuring speakers from brands like Nissan, GE, and Mondelēz. No doubt the time will be packed with insights and compelling case studies, but don’t get distracted by the bells and whistles of technology and misunderstand the main point — success on social is not about using the latest tools and platforms to stay up to date, it’s about truly knowing your consumer audience and understanding how best to connect with them.
By Janine Martella, director of committees and conferences at ANA
Posted: Jul 9, 2015 3:00pm ET
It’s that time of the year here at the ANA when the Multicultural Marketing and Diversity Conference and Awards are in full planning mode! As we’re building the agenda for the conference and promoting the awards, I’ve had a few opportunities recently that reminded me of how our society continues to strengthen and grow in diversity and multicultural awareness.
On June 26th, the day the Supreme Court of the United States ruled in favor of same-sex marriage — a day that the LGBT community had fought for and wanted for so long — there was a palpable sense of joy and relief amongst those that had hoped for this decision. Especially for dear friends of mine who my husband and I stood up for as witnesses at their wedding just a year ago. Knowing that this was such a monumental event for them made the moment even more meaningful for me personally.
Just two days prior, we hosted the first ever LGBT-themed day at our Multicultural Marketing and Diversity committee meeting, kindly hosted by our member the NBA at their offices here in New York City. That day, we heard from Dante Mastri, Global Strategy and Capabilities, Global Merchant Services at American Express, on how their employee resource group spearheaded their LGBT marketing effort in addition to their regular full time jobs, because they saw the need and it meant so much to them. We also heard from Sarah Gorvitz, Director, Stolichnaya Premium Vodka at Stoli Group USA, about how they responded to Russia’s anti-LGBT movement prior to the Sochi Winter Olympics and Stoli’s efforts in building a crisis management platform. Hilary Shaeve, Vice President of Marketing at the NBA, shared an in-depth story on the prevalence of the Lesbian fan base with Women’s NBA and how they reach and engage this dedicated fan-base.
On June 30th, I had the honor of presenting at our member Kimberly-Clark in Neenah, Wisconsin along with ANA members, Mark Steele and Spiro Papathanasakis, Directors at eSSENTIAL Accessibility, regarding People with Disabilities. We were invited to share our stories to help support Kimberly-Clark’s Employee Resource Group, “Capabilities First,” an internal effort to help recognize and support their employees and families that are impacted by disabilities. The People with Disabilities category, which was introduced to the ANA Multicultural Marketing and Diversity Conference and the awards in 2014, has certainly gained momentum in awareness, especially as many influential, global brands have begun targeted marketing campaigns to this influential group. In 2014, the People with Disabilities category had ads submitted from top brands, including AT&T, Duracell (P&G), Equinox, Guinness, Intel, Mass Mutual, P&G Swiffer, Special Olympics Texas, and Walmart. With the People with Disabilities category gaining momentum as a key audience, I expect to see more brands submit for the awards in 2015.
As we’re moving forward with our plans for this year’s conference and awards, these events gave me the opportunity to realize how much of an impact we have had in recognizing and supporting these market segments throughout the year and on a personal level. Hope you can join us in Miami November 8–10 and hear more from experts in Multicultural Marketing and Diversity and celebrate the award winners!
By Bill Duggan, Group EVP, ANA
Posted: Jun 24, 2015 11:00am ET
Over the course of the past few months, ANA has run a webinar series on the topic of programmatic buying to help ANA members get smart on the topic and better understand the transparency issues. Thanks to the five consultants who shared their wisdom: Andrew Altersohn, AdFin; Joe Weaver, Promatica Consulting; Jay Sears, The Rubicon Project; Matt Prohaska, Prohaska Consulting; and Michael Greene, Audience Science. We learned so much! Highlights below:
1. Knowledge is power. Marketers should ramp-up their programmatic intelligence.
- Many marketers lack programmatic proficiency and internal talent.
- Advertisers need to take greater accountability and be in the know.
- Take control…it’s your money.
2. Understanding the complete supply chain is critical.
- The foundation of understanding programmatic is understanding the programmatic supply chain.
- Ask about the role of each player in the process. Know the partners of your partners.
- Inquire about the flow of money between working dollars (to the publisher) and non-working dollars (to the various other intermediaries).
3. Understand the respective agency models.
- Ask your agency how it makes money.
- Ask if the agency holding company has an ownership relationship with any preferred vendors/partners.
4. Ask for inventory transparency.
- Understand where your programmatic advertising is running. You wouldn’t “blindly” run your advertising in offline media such as television or print without knowing the specific networks or publications that carry your advertising. Why accept anything less in programmatic buying?
5. Safeguard your data.
- Know how your first-party data is being used/not used.
- Ask if your buying entity combines your data with other marketers’ data to improve your (their) buy? Ask if any companies that touch your data have revenue streams associated with your data.
- Ask to see all data use T&Cs for anybody with a tag/pixel on your site. Ask what auditing rights are available
6. Ensure you have full rights/access to your transaction log files. Demand transaction logs be as universally available as ad server logs.
- According to one presenter, transaction logs are the key to figuring out the allocation of money among the respective intermediaries. Every programmatic trade has a record — a transaction log and metadata including closing price. These records are rarely analyzed at the log level, but doing so could provide rich insight.
More learning from the ANA Programmatic Webinar Series will be shared in future.
By Andrew Eitelbach, senior manager of marketing and communications
Posted: Jun 21, 2015 9:30am ET
Is the era of the dimwit dad in ads over? It may be.
- How brands like Hudson’s Bay and Subway are using geotargeting technology to engage consumers on the go.
- Infographic: Where marketers and agencies see eye to eye — and where they don’t.
- How Frito-Lay is tapping into summertime nostalgia by personalizing chip bags with consumers’ photos.
- Quick stories on New Balance’s new HQ; how Coors Light is helping to clean up the Great Lakes; smartphone penetration in the U.S. market; and more. Stats and stories to make you smarter.
By Bill Duggan, Group EVP, ANA
Posted: Jun 18, 2015 11:00am ET
Undoubtedly, you’ve seen the buzz around rebates and transparency issues in the trade press over the past few months. It is the ANA’s belief that the industry requires an independent, objective, third-party individual/organization to help identify the “truth.” And we have just issued an RFP for that.
The ANA is seeking a resource to investigate. Set the record straight. Dig deep with agencies, marketers, media, suppliers, and vendors, as much is not understood about what is taking place throughout the ecosystem. Conduct this analysis without bias. Demonstrate objectivity and integrity throughout to ensure that the study is beyond reproach.
This third party needs to:
- Demystify the landscape.
- Understand the role of holding companies and their levels of engagement.
- Understand if media plans are being compromised.
- Develop practical solutions and best-practice behaviors that serve as industry standards.
- Determine where marketers’ behavior may be “pushing the limits.”
By Andrew Eitelbach, senior manager of marketing and communications
Posted: May 21, 2015 5:30am ET
- Some brands see same-day delivery as a value-ad for customers, but consumer interest in using the service may surprise you.
- Q&A: Lisa Cochrane, senior vice president of marketing at Allstate, discusses the timelessness of “Mayhem."
- Wireless charging, still somewhat foreign to most consumers, is about to go mainstream. The one billion reasons you should know more about the technology and the brands that already offer it to consumers.
- Quick stories on Star Wars, Chevrolet, CMO tenure, and more. Stats and stories to make you smarter.
By Urey Onuoha, copywriter, ANA
Posted: May 13, 2015 1:00pm ET
If you had the choice between reading pages of text and watching a short video sharing the same content, which would you be more likely to choose? Chances are you’d go with the video. Video is easily one of the most engaging and compelling content channels, but B-to-B videos haven’t traditionally been recognized for being either of these things. That, however, is rapidly changing. In the latest issue of B-to-B Marketer, we explore how B-to-B marketers can exceed expectations with video content that reflects the brand and is engaging to consumers. In our main feature, No More Excuses, industry experts weigh in on the advantages of video marketing and share advice on the best ways to leverage the platform to achieve your goals.
Also in this issue:
- Linda Boff, executive director of global brand marketing at GE, explains how digital helps the brand remain relevant and shares her best business practices
- A look at the successful adoption plan for Merrill Lynch’s technology platform “Merrill Lynch One”
- Five keys to the future of B-to-B marketing, how to use the long-term customer value model, and the reasons why this month’s BMA15 conference is a must-attend event.
Let us know what you think! Contact the editor, Ken Beaulieu.
About This Blog
Written by our in-house citizen journalists, this varied blog draws on insights from the client-side marketing community, examines game-changing campaigns and industry research, provides actionable takeaways from ANA events, and more.
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