PepsiCo will spend $3.2 billion to acquire SodaStream, which makes products for the at-home carbonated beverage market. "We get to play in a business -- home beverages -- where we don't play," said PepsiCo Chief Financial Officer Hugh Johnston.
Bacardi will maintain its engagement with the "Do What Moves You" campaign for at least the next 10 years, said CEO Mahesh Madhavan. The company's strategy also includes an emphasis on premiumization and diversification, he said.
Samuel Scott examines the widening division between business-to-business marketing and its consumer counterpart, but advises them to come together to learn from each other since both business prospects and consumers are increasingly being influenced in the same ways. "Both offline/B2C and online/B2B marketers can learn from each other's news outlets, conferences, and thought leaders," he writes.
Marketers must use content strategically to increase lead generation by collaborating with sales colleagues and creating a journey that leads prospects from one piece of content to the next, writes John Hall. The goal of content should always be to help prospects with a business problem, landing pages for gated content should be engaging and marketers should develop a comprehensive distribution plan, he writes.
Businesses should create separate promotional and customer service accounts on social media, and harness the expertise of employees for both, writes Megan Totka. Use chat features only if your business can provide instant responses and create a digital knowledge base to let prospects find answers for themselves, she suggests.
Spotify's Jackie Jantos talks about developing the company's in-house creative team, which manages strategy, social impact, production and creator marketing, and she discusses using external agency expertise for specific projects. She credits the brand's leadership for giving the team "tremendous runway and a culture that enables not just creativity but the ability to move quickly."
Social media has led Aetna to change its approach to marketing, with the health care company balancing complex communication and personalized tools such as Twitter messages or member portals, says Aetna Vice President of Communications Kieran Fagan. "For my work, it's less about tailoring a message for a specific platform than having the right 'messengers' talking to the right audiences regardless of platform," Fagan says.
Some 57% of marketers are performing data analysis incorrectly due to a practice called "p-Hacking," which leads researchers to stop A/B or statistical testing prematurely upon reaching the desired results, Wharton research finds. "Many experimenters do not have the background or experience to validly interpret the statistical results provided by a platform," the study states.
Facebook's microtargeting capabilities have drawn increased scrutiny in the wake of allegations of Russian interference in the 2016 election and the Cambridge Analytica scandal, prompting the company to eliminate certain ad categories and publishing details about who buys political ads on the platform. Critics say Facebook hasn't gone far enough in preventing political misuse of microtargeting, as it still doesn't disclose the criteria used by political advertisers to target voters.
Stories about the renovated McDonald's flagship in Chicago and plans by the chain and its franchisees to invest $6 billion to upgrade restaurants around the country proved popular with SmartBrief readers this week. Tyson Foods' plan to explore plant-based and lab-grown meats and ALDI's expanded US grocery offerings also caught readers' attention.
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