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What: We talked to Nestlé’s Margie Bravo and NFL’s Marissa Fernandez. We talked about marketing innovation examples and how to prepare for what the future brings.
Why it matters: In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive.

Technology has moved fast than ever. Especially since the first industrial revolution. No we are now living in times in which technological advancements are changing everything. And at an almost inconceivable pace. Scientists and economists like Klaus Schwab, founder of the World Economic Forum, have begun to call this moment in time the Fourth Industrial Revolution. It is fundamentally different from the previous three. Because in Schwab’s words, “new technologies are fusing the physical, digital and biological worlds. They impact all disciplines, economies and industries. And they challenge ideas about what it means to be human.”

 

Digital disruption and marketing innovation examples

All this talk about digital disruption and marketing innovation has marketers wondering exactly what this revolution will mean for the marketing industry.  What will be new marketing innovations examples be? “Technology has changed consumer behavior as much as it has changed everything else. Shopping has become a social activity,” writes Craig Thornton, VP, Business Mobility at Telus. “They hardly buy anything without first checking to see what previous purchasers have to say about it.  This level of research used to be reserved only for big-ticket items such as major appliances and cars. However now we google which toothbrush is best.” As Thornton says, marketers need to change to face these dramatic changes. We asked two members of Portada’s Brand Star Committee, Nestlé’s Multicultural Marketing Champion Margie Bravo and NFL’s Senior Director of Marketing and Fan Development Marissa Fernandez, to share their thoughts. What is next in marketing… and how to get ready.

Marketing Innovation, the Consumer Knows Best

It’s no secret that for some people, and particularly for the world of marketing, technology has brought data as a sort of all-encompassing math God that could reportedly solve all of our consumer-related needs. “Technology is evolving quickly, the media landscape is becoming more complex, and we need to use data to learn about that and invest wisely,” says NFL’s Marissa Fernandez. “But ultimately I think that no different from brands that existed 20 or 50 years ago, brands that actually understand their consumer and are delivering an unmet need are gonna continue to win in the marketplace.”

Everything lathers up to asking ‘How can I create those opportunities for my consumers?’

Marketing Innovation Examples: Data and what to do with it

As Nestlé’s Margie Bravo points out, “It’s been outstanding how much talk there is about data, how data is changing, and what you need to do with it.” All over the world, but particularly in the U.S., “Now you have more diverse, more multicultural consumers. So […] the idea of analytics, the idea of really having a good gage of what is happening. Where is your growth coming from? What are the consumer behaviors that you need to take into consideration… Everything lathers up to asking ‘How can I create those opportunities for my consumers?'”

Connecting the Digital and Multicultural Landscapes is Crucial

According to Margie Bravo, in the past, we didn’t ask so much from data as we’re doing now. Today, we try for that data to be informative and helpful in “finding those opportunities to maximize,” comments Margie Bravo, but “maximizing” does not necessarily mean more sophisticated; as she says, “The more you simplify life, the more consumers also ask for more simple lives.” And this simplicity takes us back to basics. Marissa Fernandez explains, even though the landscape is getting more and more complex, “Not losing sight of who you are as a brand, what you stand for, and what needs you’re delivering on… I think that will be a thread of truth.”
Not losing sight of who you are as a brand, what you stand for, and what needs you’re delivering on… I think that will be a thread of truth.
Moving into the marketing innovation future, Margie Bravo has some advice. Keep an eye on the following: 1) the multicultural landscape, 2) the digital landscape, and 3) how to “connect those two. Aimed at building structures and accelerated growth opportunities for your brands. Taking into consideration where your consumer is going.” In the end, even though things move faster every day, the truly important remains the same. “If brands get too caught up in the complex landscape and how to reach their consumers and lose sight of […] what we really are trying to do for them, they will probably lose out to those brands. And they have that core focus that’s remained unchanged in marketing,” predicts Marissa Fernandez.

 

 

What: Twitter has released a new feature dubbed  “Moments,” a content curation feature oriented to  discover content from live events.
Why it matters:  Twitter has been trying to better monetize its products.  Brands will start testing a new ad unit called Promoted Moments in the coming days, and several more are in talks with Twitter to get on board.

descargaTwitter has released a new feature dubbed  “Moments,” for discovering content from live events.

Moments, a feature not unlike Snapchat’s “Live Stories” that caters around human curation of live content, has been designed to turn conversations and events into something readable and retrievable, and to help people wade into the bristling chaos Twitter, and feel like they’re part of the conversation.

Moments follows behind Snapchat path, which has gained popularity among advertisers.

User can access the new feature by tapping the “lightning bolt” icon on the Twitter mobile app or in desktop.

The page shows a live feed of stories currently visible. Each “Moment” starts with an introduction screen of a title and a description. Then users can swipe (on a smartphone) or click-through (on desktop) to see related tweets, videos, Vines and GIFs. By tapping on the screen, users can favorite, retweet or reply to the piece of content. Twitter users can also share the entire Moment to their Twitter followers.

Basically, Moments does two things:

First, it gives stories and tweets a longer, more coherent life. Rather than flowing off thetimeline, it pulls things into a single place where you users can see it—and access it again later.

Second, it’s also a way to inject users into the path of the firehose in a more manageable way. If they are watching a football game, or the latest episode of Empire, they can opt to follow the moment around those two events. That will inject a real-time feed of good tweets into their timeline around that event.

“We know finding these only-on-Twitter moments can be a challenge, especially if you haven’t followed certain accounts. But it doesn’t have to be,” Twitter product manager Madhu Muthukumar wrote in a blog post. “Moments helps you find the best of Twitter as easily as tapping an icon – regardless of who you follow.”

Project Lightning

Moments is a part of Twitter’s highly-anticipated “Project Lightning” initiative that the company — and some investors — believe can help put Twitter back on track for attracting new users and finding new revenue sources.

Twitter “Moments” sort of follows behind Snapchat path, which has gained popularity among advertisers not only for its hook to young millennials, but user engagement that is said to draw more than 4 billion video views per day.

Twitter’s Moments are not only curated by Twitter staff but will be contributed by media partners, including Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, New York Times, Vogue and the Washington Post.

“While we’re working with a small group of partners now, we plan to expand it in the future,” the blog post read.

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