By Laurie Fullerton As one generation passes the torch to another, B2B marketers have seen that as baby boomers retire and millennials move into and up the ranks of B2B enterprises, they are fundamentally changing the way we do business. As the millennials are the first generation of digital natives, they are vastly different than their predecessors in that they are the first generation to conduct online research in lieu of talking to someone in the sales department, and expect content to be relevant, easy to find, and mobile-friendly when making a purchasing decision. With this sea change in B2B decision making, the Read full story › Source: The Drum...
Read MoreBy Laurie Fullerton One of the key challenges facing B2B marketers is understanding their buyers – or more specifically -buyer personas – to both tailor content, outreach and profiles. Making it work – or putting buyer insight to use within their own companies – remains elusive for many B2B marketers as many cite a lack of budget and lack of commitment overall to create and maintain a buyer ‘persona.’ The highest performing companies, however, see it differently. They put buyer insight to use within their own business and are far more likely to see revenue and lead generation growth, a benchmark B2B study Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Instagram has revealed that over 200,000 brands are using the platform to advertise each month, having noted a mammoth increase since scaling up its advertising at the end of 2015 to push “seamless” integration with sister company Facebook. Some 75 per cent of the app’s active advertisers looking to appeal to Instagram’s 400-million strong user base are located outside of the US, according to the company. Back in June 2015, the image-sharing app was home to just a few hundred advertisers when it announced plans to provide marketers with a new suite of tools to target customers and lift restrictions Read full story › Source: The Drum...
Read MoreBy Minda Smiley Two public health organizations are calling on the NFL to halt its ‘Rush Fantasy’ operation, which allows kids ages 6-12 to play fantasy football and in turn win prizes like money and vacations if they score enough points. The Campaign for a Commercial-Free Childhood (CCFC) and the National Council on Problem Gambling (NCPG) have written letters to NFL “citing evidence that playing fantasy sports, particularly with the incentive of valuable prizes, can lead to problem gambling and addiction.” According to both organizations, the NFL gave out ‘Grand Prizes’ of $5,000 (called a scholarship) and a vacation for three to Hawaii to see Read full story › Source: The Drum...
Read MoreBy Doug Zanger TIAA-CREF, the financial services/asset management company that supports the academic, research, medical and cultural fields, has relaunched as TIAA, in a move that takes the brand full circle from its origins. It is a massive overhaul for the brand, with a new logo and website, in addition to the shortened name — and will be supported with a national marketing campaign. “This is more than a name change,” said Connie Weaver, chief marketing officer at TIAA. “Our customers are as diverse as our society, and we serve them all — ranging from educators, maintenance workers, doctors, civil servants, equipment managers Read full story › Source: The Drum...
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