3 Agencies Push Advocacy Passion Projects To Aid Philanthropic Efforts https://ift.tt/2JQpvSq Three agencies are leveraging their talents to help make the world a better place. IPG's UM closed its offices in 80 locations today so agency staffers can volunteer at philanthropic organizations. ' These activities range from revitalizing Crombie Park in Toronto, Canada to assembling aid packages and boxes for refugee children in Hamburg, Germany to painting and gardening at the London Zoo. Originally launched in 2016 under UM’s corporate social responsibility initiative, Better World, the agency’s annual day of service is designed to help staffers tangibly represent its core values: care and community. UM employees will share Impact Day content on social media using hashtags #UMBetterWorld and #UMImpactDay. "Impact Day has become an integral part of the DNA at UM, bonding employees to each other, to the agency and to their communities,” said Anthony Hello, senior vice president-Better World global chair, UM. “By inspiring change and making an impact within our local communities, this day of service embodies the better world we consistently strive to create.” advertisement advertisement BBH's seventh annual Griffin Farley Search for Beautiful Minds wrapped up Tuesday after giving aspiring Strategists a crash course in the advertising world. The hybrid planning boot camp and networking event culminated with 200 people gathering at the Gala Showcase at Facebook in New York City to learn ways to raise awareness for breast-cancer exams. The "client" was nonprofit Get in Touch Foundation, whose Daisy Wheel mobile app teaches women how to perform breast exams. One pitch recommended raising awareness during opening night of the newest season of "The Bachelor." Judges for this year's festivities included Hope Cowan, director, U.S. Creative Agency Partnerships, Facebook; Tom Morton, U.S. Chief Strategy Officer, R/GA; Betsy Nilan, president, Get in Touch; Steve Williams, Americas CEO/Global COO, Essence; and Saneel Radia, executive vice president-Global Chief Innovation Officer, RGA. It launched as a way for those without any Adland experience to gain industry connections because Farley — a BBH strategy director who the agency lost to cancer in 2013 — was a well-known mentor to newcomers. Beautiful Minds now has more than 500 past participants. Lastly, Paul Venables, chairman of Venables Bell & Partners (VB&P), is introducing a new nonprofit organization to support children's education in India. The Tribe Rising India will hold a fundraiser gala on August 22 in Marin, California, with the specific goal to raise enough money to build the first English language high school for children of the Santal tribe. "Tribals," as they are referred to in India, are below the caste system, and are treated as such. Here is more information. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2019 at 01:15PM
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Facebook Automated Ad Placement Seems Key In Advertising Strength Across Its Platforms https://ift.tt/32Q0JcO Despite privacy concerns and reports that people are spending less time on Facebook, advertisers seem to be off the negative headlines about Facebook. Some 2.1 billion people use one of the company’s apps daily. Those numbers -- reported Wednesday during the company’s second-quarter 2019 earnings call, along with an automated ad-placement technology that serves the ad in the best position across its portfolio of services based on numerous criteria -- seem key. On Wednesday, Facebook posted a profit of $1.99 per share versus an expected profit of $1.88 per share on revenue of $16.9 billion. The average revenue per user came in at $7.05. Analysts seemed impressed. Ben Schachter, analyst at Macqaurie Research, reports how regulatory concerns continue to impact Facebook’s stock and its “fundamental business in ways we haven’t seen before,” but the company’s forward-looking profit-and-loss statement would look "much stronger without the looming regulatory issues that are clearly impacting how it is allocating resources.” advertisement advertisement Schachter wrote in his research note that regulatory issues are not only raising costs, but impacting the timing of product rollouts and improvements, ad-targeting capabilities, potential mergers and acquisitions, and management’s time and focus. Regardless of concerns around regulatory issues and an increase of investigations, Schachter points to the positives, such as revenues up 32% year-over-year, Instagram Stories and Feed as core growth drivers, and North America revenue growing by 30% YoY. In May, Facebook launched Automated Ads to “level the playing field” for small businesses to take the “guess work out of creating effectives ads.” Advertisers answer a few questions and get a custom marketing plan with up to six options, targeting suggestions and a recommended budget, which sounds similar to Google’s small business support. Facebook also introduced video editing tools to help SMBs quickly create video with images they have. Sheryl Sandberg, Facebook COO, pointed to Fernwood Fitness, a chain of women’s health clubs in Australia that used these tools to build a mobile-first campaign targeting women interested in fitness. During the earnings call, she said the campaign nearly doubled their conversions to new memberships. In addition to once again attracting smaller businesses back to Facebook, Sheryl Sandberg said success has come from an ongoing move to mobile and the company’s ability to automatically place ads across Facebook, Instagram and Messenger. Automatic placements convert Feed ads into an Instagram Stories format and serve the ads wherever the algorithms calculate that the ad will get the best results. Advertisers create the new formats for platforms like Stories and the platform does the rest. It also helps Facebook users to adopt other formats across its properties. Sandberg said product innovations like this one helped Facebook grow to three million advertisers. Interestingly, Facebook increasingly drives visits to brand websites. Site visits from Facebook rose 29% year-on-year, while visits from Instagram rose 56%, according to data from Merkle, a digital agency. In Merkle’s Q2 2019 Digital Marketing Report (DMR) report data suggests that advertisers spent 8% more on Facebook during the quarter, up 25% YoY. The amount spent on Instagram grew 85%, with a 208% increase in impressions. For advertisers who are active on both Instagram and Facebook, Instagram accounted for 35% as much ad spend as Facebook proper for the quarter, according to Merkle. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2019 at 11:58AM Facebook Submits To New FTC Restrictions https://ift.tt/2yeB7YM Confirming earlier reports, the Federal Trade Commission has officially hit Facebook with a $5 billion fine for running afoul of its consumer-privacy rules. In addition, Facebook has agreed to submit to new restrictions and a modified corporate structure, which the FTC says will hold the tech titan accountable for the decisions it makes about users’ privacy. “Despite repeated promises to its billions of users worldwide that they could control how their personal information is shared, Facebook undermined consumers’ choices,” said FTC Chairman Joe Simons. “The magnitude of the $5 billion penalty and sweeping conduct relief are unprecedented in the history of the FTC,” Simons added. “The relief is designed not only to punish future violations but, more importantly, to change Facebook’s entire privacy culture to decrease the likelihood of continued violations.” In April, Facebook announced it expected to be fined billions of dollars by the FTC. The agency has been investigating the company since the Cambridge Analytica scandal erupted last year. advertisement advertisement Mark Zuckerberg addressed the agreement with FTC at a company-wide event on Wednesday. “The agreement will require a fundamental shift in the way we approach our work, and it will place additional responsibility on people building our products at every level of the company,” said Facebook’s cofounder-CEO. “It will mark a sharper turn toward privacy, on a different scale than anything we’ve done in the past.” “The accountability required by this agreement surpasses current U.S. law, and we hope will be a model for the industry,” Zuckerberg added. ‘It introduces more stringent processes to identify privacy risks, more documentation of those risks, and more sweeping measures to ensure we meet these new requirements.” Going forward, Zuckerberg said the company’s approach to privacy controls will parallel its approach to financial controls, with a rigorous design process and individual certifications intended to ensure our controls are working. Of particular interest to the FTC was the question of whether Facebook violated a 2011 agreement it made regarding the sharing of user data. In response to Facebook's warning earlier this year, analysts have speculated this could have major implications for the company. In addition to the billions in fines, “any settlement with the FTC may impact the ways advertisers can use the platform in the future,” eMarketer principal analyst Debra Aho Williamson suggested at the time. Yet some policymakers in Washington don’t think $5 billion is a large enough penalty for a company of Facebook's size and wealth. “This fine is a fraction of Facebook’s annual revenue,” Rep. David Cicilline (D-Rhode Island), chairman of the House Judiciary antitrust subcommittee, tweeted earlier this month. “It won't make them think twice about their responsibility to protect user data.” During the first quarter, Facebook raked in more than $15 billion in revenue, while the company's total worth currently falls somewhere in the range of $580 billion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2019 at 07:00AM
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Expert Insight: How Avatar-Based Social App Genies Helps Gucci Reach Gen Z https://ift.tt/2YxsmIt PSFK speaks to Genies' director of marketing to understand how a collaboration with Gucci helps generate the brand generate awareness and engagement with key digital-first and social-savvy consumersGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 25, 2019 at 06:48AM
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What Can Marketers Learn From the Children In Our Lives? Plenty https://ift.tt/2ZloWW0 In my experience, most marketers fancy themselves as lifelong learners, taking pride in innovating their work and skill set to maximize their impact. We keep tabs on emerging trends, tactics, and tools. We follow industry leaders for their insight. We consult our internal teams and external partners for advice. But there may be one specialty group we don’t look to for inspiration enough: The kids in our lives. As a parent of two adorable monsters who are growing up way to fast, I’ve been reflecting a lot on how far they’ve come. Of course, I’ve realized that I’ve come far too, as both a parent and a marketer. And I’d wager that most of us have kids in our lives who have the potential to teach and remind us of some important things that can make us better humans and better at what we do. So, what marketing lessons can the little ones in our lives pass on? Here are a few that have been illuminated for me recently. 4 Marketing Lessons We Can Learn from Kids#1 - Foster permanent curiosity.Lately, on the 20-minute commute to daycare, we’ve been listening to “But Why?” It’s a fantastic podcast by Vermont Public Radio. It’s just incredible. Kids from all over North America send audio clips of themselves asking the most unexpected, puzzling, and just plain fun questions. This week we learned why we laugh, why boys and girls are different, and why sugar is bad for you. Curiosity is one of the simplest and most powerful lessons we can learn from a child. As a marketer, this makes me ask: What can we do stay curious against a backdrop of back-to-back meetings, tight budgets, and the unending barrage of emails? There’s a lot of opportunity for curiosity to creep in.
#2 - Employ resilient trust.When both of my babes were around 6 to 9 months old, they learned to jump into our laps, assisted by Mom or Dad’s hands securely around their waist. They were so proud of their amazing feats. And through repetition, they knew we’d always be there to catch them—even when they jumped unexpectedly. Aided by their caretakers helping hands and guidance, kids learn new things and take risks, eventually without fear. Why? Because trust has been built. In the marketing world, when trust is a focus, you can forge incredible bonds colleagues, clients or customers, prospects, and partners. And in a time when trust is dwindling among consumers, it’s more critical than ever.#3 - Be coachable.My persistent (and often stubborn) children throw puzzle pieces. They shriek or scream, sometimes when they’re seemingly unprovoked. They make mistakes. But their curious, trusting nature makes them incredibly teachable. This magical trait is easy to lose once we hit the working world and get some experience under our belts. None of us probably think we’re perfect, but how well do you take feedback? If you want to get results for your company and your career, you need to be open to coaching. For example, did your supervisor offer some constructive feedback? Rather than put up your defenses, open yourself up to the feedback. You can literally, open your posture (no crossed arms), face her or him directly, and show your listening. Even take notes if it helps! Or did you get a string of bad customer reviews on social media? Acknowledge their concerns. Offer an opportunity to talk about it more in detail. Point them in the right direction to get help. This not only shows them that you want to create great experiences, but others can see your willingness to take feedback and work to make improvements.#4 - Keep it simple.My children never fail to remind me to simplify my life—and my marketing. Whether you’re a parent or caretaker, or you’re watching others raise their kids, we can all admit that parents over-think questions and scenarios all the time. What do I do when my kid asks me where babies come from? Why is that parent so concerned about a kid playing with a cardboard box? Am I a terrible parent for putting my kid in timeout five times today? But the thing is: Kids often sees the world through the most basic lens. They don’t typically overthink things. They aren’t riddled with stress and anxiety. This should be a reminder that we shouldn’t sweat the small stuff and that the simple answer is often the right answer. For example, you could spend 45 minutes responding to a curt email from a colleague or client, and then hours or days spinning as you wait for a response. Or you could ask the person in question to jump on the phone or huddle for a quick chat. This levels the playing field and limits the potential for misinterpreting signals. As another example, if you’re in the process of launching a major campaign, can you integrate various tactics to minimize and streamline the work? (Certainly, hiring a trusted agency partner could help with that. Wink.)Look to the ChildrenIf you want to be a lifelong learner, sometimes you need to go back to basics. The children in our lives can teach us some incredible lessons about curiosity, trust, coachability, and simplicity that can improve our personal and professional lives. What’s a marketing lesson that you’ve learned from a kid in your life? Tell us in the comments section below.The post What Can Marketers Learn From the Children In Our Lives? Plenty appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh July 25, 2019 at 05:40AM Search Glitch In Google App Keeps Page From Fully Rendering https://ift.tt/32ZhlPs Another day, another Google search bug of one kind or another? So it seems. At 12:30 Pacific time, Google tweeted on Twitter that it is aware that for some people its “search results page might not be fully rendering. We’re actively working to resolve this bug.” Thiagomello responded with “where the hell is the Google CEO?” and Jorge Lizarazo, a self-proclaimed digital dreamer, tweeted “Another bug … Really???” In Google’s Search Help forum people pointed to the Google app. In the Google app the search results doesn’t completely render. In one instance, only the first quarter of the page rendered. Half to three quarters of the screen goes blank in the phone app. Apparently it only occurs in the Google app, not the Google Chrome app. The biggest issue is those searching for information cannot see the information. One person has been experiencing the whiteout since Saturday. Lells 37 tried all recommended fixed, but nothing worked. advertisement advertisement “Same issue here,” wrote Adam Rosenthal, a community forum member. “I tried force closing, clearing my cache for the app, and restarting my phone but it's still happening. I'm assuming it just must be a recently introduced bug. Hoping it will be resolved soon in another update to the app.” One person found a temporary fix. “Oddly, what seems to work is going into my Google account, clicking ‘manage your Google account,’ going to "data and personalisation" and pausing "Web and app activity." wrote Allister M, in the forum. “I have no idea how or why this works but as it seems to interfere with other functions (such as Google assistant apparently) it is not ideal and hopefully only a quick temporary fix. Keen to get a better solution.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 24, 2019 at 03:56PM Phoning In The Holiday: Most Shoppers Will Research Purchases On Mobile https://ift.tt/2GpfRnO We are barely over Amazon Prime Day, and retailers are already gearing up for the holiday shopping season. Above all, they better make sure their content is mobile-friendly. Half of consumers plan to purchase in-store. But most will utilize online channels, too: 84% plan to use their smartphones to research and find coupons and deals, compare prices and read product reviews — in the aisle — before buying in-store, according to a new study by Shopkick. One lesson is that brands better tailor their email for mobile devices and send personalized offers in real time based on intent, location and other variables. Text, too. Shopkick surveyed nearly 30,000 users of its shopping-rewards app. It found that they plan to start shopping early in the season. Only 3% will do the bulk of their shopping on Cyber Monday. On the contrary, 35% will check items off before Thanksgiving, 23% between Black Friday and Cyber Monday and 19% on Black Friday itself. advertisement advertisement Overall, 35% will do the bulk of their buying before sitting down to Thanksgiving dinner. Meanwhile, 53% will do most of their shopping with big-book retailers such as Target or Walmart. But 20% will use Amazon. As for the average holiday spend, 33% plan to shell out from $301 to $600 on holiday. And 31% will spend from $100 to $300 and 16% from $601 to $900. But they want incentives — 42% want low prices, and 31% week free shipping, 10% rewards programs and 6% easy returns. And they crave inspiration, both on the phone and in-store. Of those surveyed, 25% choose brick-and-mortar stores for that feeling of uplift. And 25% like these retailers for easy price comparisons, 20% for overall convenience, and 14% to browse a wider variety of products. In-store will be driven by some of both the oldest and the youngest—54% of baby boomers will go to physical stores and 55% of Generation Z members. But 76% of Gen Zers will use their phones in aisle, making them the leaders in this. At the same time, 32% of millennials plan to do most of their holiday shopping on mobile phones. What are they buying? Electronics will drive the most shoppers, followed by toys, apparel and accessories. "For the majority of shoppers, this holiday shopping season isn’t about choosing between online and in-store," said Shopkick CEO Adam Sand. "Instead, we’re seeing more and more that shoppers want the best of both worlds.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 24, 2019 at 02:51PM Gap Channels Guns N' Roses For 'Forward' Campaign https://ift.tt/2LEn7QR Gap, fighting hard to regain its relevance with American shoppers, is introducing “Forward,” a back-to-school campaign that celebrates rule-breaking and self-expression. Kicking off with a video set to the original "Sweet Child O' Mine" from Guns N' Roses, the company says the idea behind the effort is to encourage kids “to push forward into a world of their own creation.” Separately, Gap announced a president for its Old Navy spinoff. “Forward” stars real kids with real talent, including a 13-year-old electric guitarist, a 12-year-old bassist and a seven-year-old pianist. The San Francisco-based company describes the media spending behind the effort as “significant” and says the ads are running on mobile, social, video and digital. advertisement advertisement The new campaign comes at a challenging time for Gap Inc. Earlier this year, amid miserable first-quarter results, it announced plans to spin off Old Navy into a separate public company. And in its most recent quarterly results, it turned in more disappointing numbers, amounting to a 2% decrease in net sales to $3.7 billion. The decline was relatively slight at Old Navy, down 1%, and more troubling at Banana Republic, which eased down 3%. But the fall at the Gap was painful, at 10%. In reporting those results, the company reaffirmed its commitment to the spinoff. “This quarter was extremely challenging, and we are not at all satisfied with our results,” stated Art Peck, president and CEO, in its announcement. “We are committed to improving our execution and performance this year. We remain confident in our plan to separate into two independently traded public companies in 2020, and we are focused on setting up both companies for long term value creation and profitable growth.” This week, the retailer revealed more about those plans, announcing additional leadership for Old Navy. It is tapping Nancy Green as president and chief creative officer. Green currently heads up Athleta, Gap’s small-but-growing fitness brand. She will head to marketing, design and production, and report to Sonia Syngal, Old Navy’s CEO. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 24, 2019 at 11:44AM
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Expert Insight: Shipping Local Favorites To Customers Across The Country https://ift.tt/2YsjWlg PSFK sits down with Goldbelly founder Joe Ariel, whose company is satisfying cravings nationwide with innovative local food delivery that connects customers with regional dishes right from iconic kitchensGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 24, 2019 at 06:51AM
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6 Cannes Revelations About B2B Marketing in 2020 https://ift.tt/32PVolw In June the 2019 Cannes Lions International Festival of Creativity brought together some of the world’s savviest B2B marketers, brands, and other creative professionals. From Nike, IKEA, and Visa to Tommy Hilfiger, Microsoft and Target, strong brands and the marketers behind them were involved at Cannes, and the trends they gathered to explore will play a part in shaping how B2B marketers focus their efforts in the months and years ahead. Here’s a run-down of some of the top B2B marketing and other revelations from this year’s Cannes, and what they’ll mean for your business in 2020 and beyond. 1 — Cannes B2B Marketing Brand Engagement Take-AwaysOne running theme at Cannes this year was centered around being mindful of your brand’s purpose, and how it will be especially important when it comes time to meet your audience’s needs and make the greatest impact. Being a change-maker brand comes from honing in on consumer desires, so listen to the signals coming from the online platforms where your customers and potential clients spend the majority of their time. Don’t entirely eschew machine learning when it comes to your data, but build brand trust by ensuring that appropriate and responsible humans have data oversight. Look to feed off competitive momentum and focus conversations and cultural discussions using creativity, and keep it sincere when it comes to brand activism, while avoiding all hints of opportunism, many at Cannes urged. Brand engagement, especially through influencer marketing, has been the focus of several recent articles we've published, including these:
2 — Cannes B2B Marketing Consumer Journey Take-AwaysDig in and embrace the sometimes-messy digital world where your potential customers interact, by communicating with them and taking the time to learn about their lives through what they’re posting online, because cold and impersonal data can only get you so far in the customer journey. These raw and real connections can unite and forge new relationships in ways that polished marketing campaigns sometimes just can’t, and some of the winners at Cannes showed examples of building these types of connections. Build strong brand value while also allowing customers to take the wheel, nurture the connections your brand makes, and don’t be afraid to build strong creative partnerships in your efforts. Valuing the participation of consumers while also standing by your brand’s values were among the trends explored during Cannes this year. Search taking place from smart speakers and other connected voice-assisted is poised to boom in the coming years, and podcasting is expanding to offer new ways to integrate brand messaging. Strive to build a seamless voice search approach that meshes with the values and messaging of your brand or that of your client, as sound is the newest frontier for B2B marketers. We're written about smart search recently, including in these helpful articles:
3 — Cannes B2B Marketing Diversity Take-AwaysCannes made efforts to find and highlight the areas in marketing where diversity continues to be lacking, led by people over 50 and those who are differently-abled, and spent considerable time exploring how setting aside fear and risk can lead to huge economic and strategic opportunities. Going beyond hiring, diversity should move towards being more of a core piece of a brand’s values, some of those gathered at Cannes noted. Adding diversity key performance indicators (KPIs) to existing performance metrics would go a long way towards making inclusiveness an important part of opportunity pipelines, and ultimately bottom lines, it was noted during Cannes.4 — Cannes B2B Marketing Long-Term Planning Take-AwaysConnections coming from unexpected places and new experiences are poised to change how B2B marketers expand beyond traditional sources, and an emphasis on the power of creativity to strengthen organizations was made at Cannes. Brands and how they reflect culture at large will become more of a joint initiative at successful firms and in strong marketing efforts, especially in creative campaigns. Cannes showed that creativity will likely thrive in the coming year, even more-so when it’s increasingly expressed as a team effort, done in what some gathered for the week called real-time branding, with all involved having a creative stake in new marketing initiatives. Having a relevant and flexible B2B marketing strategy, and building innovative creative methods whether working solo or with an agency, were also take-aways from Cannes this year. We've explored both long-term planning and the question of when is the right time to partner with an agency, in recent articles such as these:
5 — Cannes B2B Marketing Storytelling Take-AwaysAt Cannes a more transformational flavor of storytelling was seen as coming down the pike, one that will help evolve the narrative with more levels of both client and customer experience, all combining to bring better communication to consumers. Rapidly-expanding digital technologies and more data than ever present challenges, but also massive opportunities, especially when the two combine to help creative storytelling efforts that help drive B2B marketing efforts. Creating compelling narratives and delivering them in new and relevant ways will play a factor in marketing in 2020 and beyond, and firms utilizing solely technology to overcome marketing barriers may be left behind. Learning to better recognize the people behind the data and the numbers was also seen as a key trend at Cannes, along with greater incorporation of empathy and intuition in marketing processes. Neuroaesthetics and an evolving method of storytelling that is always-on will expand on traditional forms of narratives that have been largely limited to a beginning, middle, and end. Micro-storytelling efforts will also help brands shows that they are listening, and encourage consumers to create and share their own stories. A few of our helpful looks at storytelling in marketing are these:
6 — Cannes Trust in B2B Marketing Take-AwaysWe’ve focused more than ever on trust in marketing over the past year at TopRank Marketing, with pieces such as these:
Building on Marketing Lessons From CannesThese six major theme take-aways in the areas of brand engagement, customer journeys, diversity, long-term planning, storytelling and trust from this year's Cannes can play a part in your own B2B marketing strategy as we head ever-closer to 2020. You can also learn more by joining us at upcoming speaking events and conferences. Our CEO Lee Odden will be speaking at Content Marketing World this fall, where on September 3 he'll be presenting "How to Develop a B2B Influencer Marketing Program That Actually Works" with Amisha Gandhi of SAP, and a solo session on September 4 exploring "Content Marketing Fitness - 10 Exercises to Build Your Marketing Beach Body." Our Senior Director of Digital Strategy Ashley Zeckman will also be speaking at Content Marketing World, in "Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy."The post 6 Cannes Revelations About B2B Marketing in 2020 appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh July 24, 2019 at 05:31AM |
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