Video is now an essential digital content marketing tool to engage with consumers who are glued to YouTube and Facebook, writes Charles Dearing. He also recommends personalized email campaigns, using consumers as co-creators of your brand's voice on social, employing free analytical tools for data-driven marketing and giving your brand a personality that reflects your target audience.
Digital marketers should optimize for voice search with longer keywords and a focus on localized search engine optimization, writes Ryan Ayers. Develop consumer trust with a consistent brand voice, ensure your site is mobile-friendly and adopt text as a key communications tool, and put in place cross-departmental marketing teams to ensure a coherent strategy that allocates spend where it will most drive brand revenue, he advises.
The Ad Council has teamed with TBD and Adolescent Content on a "Because of You" campaign that features real young people opening up about the hurt caused to them by bullying and also sharing how other friends' kindnesses helped them through it. The push is running on Snapchat, Twitter and a dedicated site; it also includes an interactive game titled "Honest Cards" that's designed to give teens insights into how their behavior affects others.
Kent Lewis provides detailed advice on how to market your own podcast, including posting free episodes on YouTube, optimizing titles and descriptions, and identifying the best show category to ensure the most reach. Create bonus content to keep listeners engaged, transcribe episodes and share on social, use hashtags, employ targeted ads on Facebook, and create behind-the-scenes videos and images to share on Pinterest and Instagram, he advises.
The Food and Drug Administration has unveiled an anti-vaping campaign aimed at teens that includes messaging in 10,000 school bathrooms and on websites and employs geofencing to target young people in schools. The push spotlights the dangers of chemicals used in vaping liquids, with cautionary video ads across social including YouTube, Instagram and Spotify.
NASCAR is launching a campaign centered on the tagline "It's All on the Line," which is meant to convey the pressure and emotion these drivers are under during events. NASCAR Chief Marketing Officer Jill Gregory says this campaign is one that aligns with fan demand: "Our fans told us they want authenticity. They want to see the drivers as drivers -- not necessarily as actors."
Toyota is touting its 2019 Corolla Hatchback with a "Greater Than" push created by Saatchi & Saatchi, Intertrend Communications and Conill with ads directed by Jones + Tino, Albert Uria and Lino Russell. The campaign spotlights the way the vehicle enables families to live in the moment and is running across TV, cinemas, audio, digital and includes print collaborations with Conde Nast, Meredith and Hearst.
Droga5's new campaign for Prudential, "The State of US," features mini documentaries that tell the stories of real Americans in cities and towns across the nation who are struggling to prioritize saving for retirement. The places visited were picked based on findings by the brand's Financial Wellness Census, and the push is running across TV, print, digital and out-of-home.
Latinos in the US age 35 or younger are one of the fastest-growing populations with a 20% increase in just the past decade, according to a Pew Research Center study. Other findings include the fact that 81% of Latinos in this age group in 2016 were born in the US and 77% percent of those ages 18 to 35 believe hard work leads to success.
Spirits company Buchanan's won the gold medal at this year's San Francisco World Spirits Competition. The brand's Hispanic marketing plan includes the "Es Nuestro Momento" campaign and a promotional partnership with reggaeton artist J. Balvin.
- Page 1