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What Marketers Should Know About Snapchat’s Update

Stickers, Video, Audio Calls and Notes Provide More Robust Interaction

Snapchat today announced a significant update to its chat function, a move that could give other messaging apps increased competition.

Snapchat, which says it has more than 100 million daily active users and more than 8 billion video views every day, is calling its update Chat 2.0 and gives users a much broader way to communicate with other Snapchat users. Among the updates are more than 200 stickers (a very popular feature in messaging apps); video and audio notes, which lets you send videos up to 10 seconds long; or just an audio one if you can’t type but want to communicate; and audio and video calls, which can now be made even if the friend you’re trying to reach isn’t in the chat at that time.

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Love Him or Hate Him, Marketers Can Learn a Thing or Two From Trump

GOP Hopeful’s Focus on Live Events, Earned Media and Proactive Speech Make for Interesting Case Study

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Donald Trump may be the most polarizing figure of this election cycle. And he’s ridden a wave of social media and earned media to go from political oddity to the man to beat in the Republican primary, besting competitors who’ve outspent him exponentially. So it’s no surprise that many in adland might be tempted to see him as a marketing case study.

There’s no arguing with the results so far, but a lot of what works for Mr. Trump would seem like brand suicide for a traditional marketer. The juvenile attacks on the competition, his lack of messaging consistency over the years, the absence of a detailed product benefit and a questionable relationship with the truth — which has been called out by fact checkers, the media and the competition — are all things that would likely sink a brand tempted to embrace them.

But there is a method to the madness, and from finding a need and filling (or exploiting) it to the use of engaging live events to tapping into consumer emotions, lessons can be gleaned from the campaign.

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Martin Sorrell on Mobile: ‘We Haven’t Adapted’

Yet Another Conversation at Mobile World Congress Where Industry Execs Lament Lack of Mobile Focus

If there’s one thing that’s become clear at Mobile World Congress, it’s that marketers have a lot of work to do on mobile.

Industry execs grappled with ad blocking on a panel on Tuesday, and before that a panel talked about how the industry has failed to create trust in the security of consumer information and offer value to people when it comes to mobile. Now Martin Sorrell, chief of WPP, in a talk with Recode’s Ina Fried, said that “the mobile revolution hasn’t registered yet with companies” and there’s an underinvestment in mobile in the marketing industry.

“We haven’t adapted,” said Mr. Sorrell. “When people talk about creativity in our industry, they’re talking about Don Draper. They’re not talking about the new definitions. Believe it or not, people inside media agencies are creative. Software engineers are creative … It’s the definition of it — we haven’t contextualized it correctly yet.

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Three Best Practices for Branded Video in 2016

What Brands Can Learn from the Success of ‘Zen Baby Zen’

2016 must be the year of content marketing if you pay attention to the top 10 predictions by leading market analysts and advertising trade publications. Brand marketers are expected to double down on their investments in content, and in particular, video content — with the expectation that branded content, if done right, will generate greater consumer attention and engagement than tradition pre-roll or display ads.

Take, for instance, a recent campaign launched by Sam’s Club behind its Member’s Mark Comfort Care diapers and wipes store brand. The brand was relaunched with significant product improvements and a complete redesign of the packaging and marketing program to support the launch. The online video ad campaign for Comfort Care, known as “Zen Baby Zen,”debuted on December 11 with a million views in the first 24 hours and has since generated over 8 million views, 15,000 social shares and interactions, and rave reviews by leading mommy bloggers, including the Hot Mom’s Club that boasts over 2.5 million subscribers.

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Marketing’s 10 Biggest Thought Leaders of 2015

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One of the best ways to excel in marketing–and in life–is to surround yourself with smart people. And while you can’t get folks like Guy Kawasaki and Mark Zuckerberg in close proximity unless you’ve got the big bucks, you can choose to follow them online to see what they find important.

During a recent CMO.com team call, one of our teammates asked us to name some of marketing’s biggest thought leaders. We came up with a short list and then reached out to our Twitter followers and some contacts to round out the list of top 10. Here they are, in no particular order:

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ADI Reports $11B In Online Sales, Thanksgiving Through Cyber Monday

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Online sales for Thanksgiving Day through Cyber Monday (Nov. 26 to 30) totaled $11 billion this year, with 40% of those sales coming from door-buster discounts, according to analysis by Adobe Digital Index (ADI).

The data suggests that, in order to make this season profitable, retailers will need to focus on getting shoppers to hunt for more than the big bargains that drove them online in the first place.

The online sales numbers are up quite a bit year over year, with 25% for Thanksgiving ($1.7 billion), 14.3% for Black Friday ($2.7 billion), and 12% for Cyber Monday ($2.98 billion), ADI reported.

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RIP Millennials: Marketing Will Be ‘Age Agnostic’ Next Year

Hotwire PR Study Finds Companies Will Target On Passion, Not Numbers

In 2016, marketing and communications professionals will stop targeting millennials as one demographic and focus on reaching the younger consumers based on their passions, according to a study released today by Hotwire PR.

The agency’s seventh annual “Communications Trends Report,” which was based on crowdsourced data from 400 communicators across 22 countries, revealed that brands will look to engage consumers with age-agnostic content that emphasizes certain values.

Another key finding from the study is that the industry is not prepared for mobile ad blocking, especially since Apple enabled apps that stop ads from popping up on smartphones and iPads through its iOS 9 operating system. To rise above the ad blocking influx, marketers will need to spend more time on native advertising, sponsored podcasts, influencer partnerships, and experiential efforts, according to the research.

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See the First 360-Degree Video Ads on Facebook

AT&T, Samsung, Nestle Among Brands Test New Format

360-degree marketing” has been an industry buzzword for years, but what about 360-degree advertising?

Facebook is starting to test 360-degree video ads with a handful of brands including AT&T, Samsung and Nestle, all of which can be seen below. Facebook officially introduced the virtual reality-lite video format on its desktop site and Android apps in September, and the social network is now bringing 360-degree videos — and ads — to Apple’s iPhones and iPads.

In addition to the brands advertising 360-degree videos on Facebook, publishers including ABC News, BuzzFeed and Nickelodeon have begun posting all-angle videos to the social network, which can also be watched using Samsung’s Gear VR virtual-reality headset.

And to attract more 360-degree videos to its service, Facebook has added a way for anyone operating a Facebook page to post 360-degree videos, including a way to edit the initial camera angle and vertical field of view before uploading the video. The company has also created a dedicated site for creators, publishers and brands to learn more about producing 360-degree videos.

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Why Marketeres Are Investing in Digital Hieroglyphics – Emojis

Ford, Domino’s, Dell, Others Work to Translate the Language of Emojis

Dell employed them for back-to-school marketing, Ford used them to promote its latest Focus model, and Domino’s has invested in them to revolutionize its pizza-ordering process. Emojis are transforming digital communication, but beyond occasionally measuring engagement with their own branded digital hieroglyphics, marketers still haven’t determined how best to gauge emojis as part of the larger social media conversation.

When Ford Motor Co. ran a branded emoji campaign in conjunction with mobile platform Swyft Media, the automaker generated 25,000 downloads of its Ford Focus digital stickers each day for 10 days in September. Those downloads led to 40,000 shares of those branded images via messaging platforms each day, totaling more than 1 million impressions, according to Swyft. The stickers, which can be shared in apps including Facebook Messenger and Twitter, feature images of Ford Focus automobiles coupled with phrases such as “Let’s Go!” and “Drive Safe!”

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Book Excerpt: ‘Entangling Brand and Consumer’ by Stan Rapp and Sebastian Jespersen

Entangling Brand and Consumer

Go Beyond Mere Engagement to Forge Enduring Ties With Customers

Entangling brand and consumer is the new business model for building an enduring, mutually rewarding customer relationship.

At a time when change is the only constant, holding on to what is gospel no longer works. “One-to-one” is yesterday’s news. This book is about taking the “to” out of “one-to-one.” Tomorrow’s pacesetters will be those who create an entangled “one-plus-one” twosome that goes where nobody has ventured before.

Welcome to a new reality where producer and consumer make history together rather than being at opposite ends of a shaky relationship. “Doing with” leaves “doing to” in the dust now that it’s so easy for your customers to tell the world how you treat them and what you do for them.

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