The retirement of Campbell Soup CEO Denise Morrison topped the list of SmartBrief food and beverage stories this week, with news about Campbell's portfolio review also ranking high with readers. Stories about B&G Foods, Amazon and new product releases also ranked among the most-read topics.
Pepsi has been named the most effective brand in the world, according to the 2018 Effie Effectiveness Index. Rounding out the top three most impactful global brands were McDonald's and Coca-Cola, according to the rankings.
This video from Single Grain explains how business-to-business marketers can maximize LinkedIn advertising, describing the different features and benefits of news feed ads, carousel spots and sponsored ads such as display placement and lead-generation forms. The video also offers advice on how to use LinkedIn's targeting capabilities.
The EU's General Data Protection Regulation allows business-to-business marketers who can rise to the challenge to gain the right in-house expertise to work with high-quality behavioral data vendors, Garrett Mann writes. The legislation will force sales and marketing teams to collaborate to maximize data and employ best practices to get the most return on investment, he writes.
Business-to-business marketers can improve search-engine optimization by creating compelling content, building links and engaging with prospects, Alexander Kesler writes. He provides a framework to follow, including identifying the best keywords and creating content that has unique value for individual prospects.
Marketers can win and retain customer loyalty by seeing issues from their viewpoint and ensuring staff are empowered to help deliver a superior customer experience, Yan Zhang writes. Above all, Zhang adds, educate, guide and provide the right tools to help your customers succeed in their work.
Fifty-two percent of business-to-business marketers use Excel to track marketing performance, while just 34% use email platform reporting capabilities, per DemandGen and BrightFunnel. About 58% of respondents said they lack marketing attribution skills.
Research proves businesses that have achieved advanced data activation have higher marketing performance, and Dun & Bradstreet's Josh Mueller provides tips on how to become a leader in the space. Partner with the right vendors who can provide different data sets, employ technology to improve analytics and create an insights center of excellence to integrate data strategy across your company.
In part two of “The Fog of Trust and Transparency,” Reed Smith’s Doug Wood examines how industry changes that ultimately led to a severe breakdown in trust between advertisers and agencies and billions of dollars of media reviews are potentially leading to “Mediapalooza II” in 2018.
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