Janet Driscoll Miller advises how to prove the return on investment of organic search. She recommends starting with the Attribution Modeling tool in Google Analytics, and provides an example of using Salesforce to track the value of organic-search campaigns.
The ANA CMO Masters Circle, in partnership with the ANA Educational Foundation, recently organized a roundtable focused on how to attract the next generation of great marketing talent. Participants included CMOs, agency leaders, academic professors and millennial marketers. Here are five key takeaways from the discussion.
Attend the 2018 ANA Advertising Law and Public Policy Conference, March 15 to 16 in Washington, D.C., to hear from the top legal minds in the business, who are working with their marketing teams to grow their brands. Hear the latest on transparency, risk management, the GDPR, brands in crisis, avoiding liability on social media, monetizing content and AI.
• Deidre Richardson, lead counsel for marketing and trademarks, U.S. and international, at Restaurant Brands International US Services, LLC
• Mary A. Carragher, chief counsel for global marketing and media at Mondelez International
• Kenneth Rubenstein, director of legal at Google
CLE Credit will be offered. Register now.
FTD's Jeff Severts and Raphael Weishaupt talk about creating a joint Valentine Day's campaign for two of the company's brands -- ProFlowers and Shari's Berries -- and its marketing plans for the future. "We're going back to basics in terms of building brand equity while using the most current media mix to transport our message," says Weishaupt.
Learn how Eileen Sheil, executive director of Corporate Communications for Cleveland Clinic, is working with her team to turn health care news into compelling stories. Tune into Case In Point, an online interactive case study program, on April 4 from 3-4:15 p.m. ET. Visit here for additional details and to register.
The New York City mayor's office and State Street Global Advisors are discussing the future of the "Fearless Girl" statue, which sources say will remain a permanent part of New York City. Although "Fearless Girl" and "Charging Bull" are likely to stay together, officials might relocate them or redesign their current space to better accommodate tourists.
Our behavior makes us leaders whether we are being quiet or dominating the room, writes clinical psychologist Richmond Fourmy. If we don't speak up, we encourage others to follow suit, but if we challenge or ask questions, others are more likely to enter the discussion, he writes.
People are wired to process visual information more easily than text, which is why the popularity of digital video is soaring, and business-to-business marketers need to get on board, writes Tyler Lessard. He cites Intel as an example of a B2B brand that humanizes its company through humorous digital spots that provoke an emotional reaction.
Tim Riesterer explains how marketers can get prospects to pass the "why now" barrier in the buying journey. He writes about the findings of an internal case study, which showed that buyers are more likely to be spurred to buy now when they've been educated about previously unconsidered needs, solutions to business problems and given evidence to prove return on investment.
Intel's B2B marketing chief, Alyson Griffin, talks about the company's marketing strategy and how Intel informs brands about how its innovative technology can transform their businesses and drive growth. She also discusses communicating the value of artificial intelligence, using real-life storytelling to humanize the brand and distributing content to the channels that the brand's targets frequent the most.