It has taken a long time—maybe the entire history of advertising—but today's iconic brands are finally discovering how to balance the art of marketing with the science of data to connect with more customers. In most cases, the secret is using technology that can deliver and simplify the science in ways that nurture creative innovation.
There are many ways we consume content today, from the simple to the complex. And there are a variety of ways in which we consume food. Can food marketers merge the two and get results? For a few fast food brands, unconventional content marketing, from stories to emojis, proved to be the catalyst that inspired a long-lasting conversation with consumers.
When it comes to food marketing, brands have gone all in on #foodporn, which is used to caption 'provocative' images of food on social media. As one of the most popular hashtags on Instagram, #foodporn provides marketers with an opportunity to gather data that can be used not just on social, but across other marketing channels as well.
Today's chefs aren't just preparing meals. They're also taking amazing pictures of those meals and sharing them with loyal followers on Instagram, Facebook and Pinterest. But cooks aren't the only ones who can capitalize on the new digital foodie culture. Food brands have a lot to gain as well.
Booking a flight or picking up a car isn't what it used to be. With technology putting greater control in the hands of consumers, the travel industry has gone through significant disruption. Online travel agents such as Expedia and Kayak, car-sharing services and even taxi disruptors such as Uber and Lyft have upended how consumers plan their trips.
Is marketing an art, a science or both? This question fuels a heated, ongoing debate between brands, agencies and tech vendors, all of whom are fighting to own the future of advertising. The stakes today are higher than ever thanks to the continued rise of new channels such as mobile, video and wearables.
From humble beginnings as a bulky 35mm camera to becoming one of the most successful tech gadgets in the marketplace, GoPro's rise has been as extreme as it's customers' need for adventure—well, except for this guy.
Over the past decade, many video games have moved toward a pay-to-play 'freemium' model. That is, users can download a playable version of the game for free, and then pay for incremental enhancements or additional levels. This has changed the way games are made and the way game publishers advertise to their audience.
Once derided by skeptics as a superfluous gadget, the smartwatch is now demonstrating its unique value to customers and marketers alike. Watch-wearers will soon be able to make purchases, track vital health metrics and keep on top of news and messages, all without ever reaching for a smartphone.
Perhaps no mode of travel is as all-American as the road trip: There's just something about a full tank of gas and the open highway that spells freedom. And perhaps no stretch of roadway is more all-American than the iconic Route 66, the 2,400-mile ribbon of pavement that reaches from Chicago to Los Angeles—and into the imagination of a generation of American travelers.