Jason Kapler
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Articles by Jason Kapler
AI For Marketers—What You Need to Know NOW - Chief Marketer
Does your brand need to invest in AI? What technology and tools do you need to make it happen? How are brands like IBM, Facebook, Ally Bank and more leveraging AI the best across their B2B and B2C campaigns? Join Chief Marketer editors Patty Odell and Beth Negus Viveiros on Wednesday, May 9 from 11 am – 2:30 pm for “AI For Marketers: What It Is, Where’s It’s Going and How to Use It,” a free virtual conference, where we’ll explore what you need to know to implement AI into your marketing strategy.
Automation, Martech Experts in Demand: Salary Guide
In the market for a new martech gig? UX designer/developers, marketing automation managers and front-end developers are among the highest in demand, according to a new salary guide from Mondo.
Using Blockchain to Build Connections with Consumers
The numbers don’t lie: there are more than 12 million Coinbase users, with more than 1 million added in the past month alone, and 18.5 million Blockchain.info wallets in existence, with the average blockchain transaction totaling more than $5,100.
How to Avoid MarTech Burnout: 7 Tips
From AI and chatbots to video platforms and SMS, you can bet that if there is something you or your company needs to do, there is probably an app or SaaS for that. This is great because we now have more opportunity than ever as marketers to back strategies with innovative tools. But all of this martech can be overwhelming.
A New Cheetos App Gets Cheesy at SXSW
Cheetos, one of the flagship brands from PepsiCo’s Frito-Lay division, is marketing a new AI-enabled app that turns everything consumers see into Cheetos-inspired creations. PepsiCo launched the app, Cheetos Vision, at SXSW 2018 using ads geo-targeting attendees at SXSW. An image of a Cheetos Vision. An artificial intelligence-powered camera creates the images that users can then share on social media. Fans can also use the app to transform their profile photos into cheesy Cheetos creations.
How to Integrate Experiential into a Larger Business Strategy
To combat advertising fatigue, more companies are turning to experiential marketing—creating powerful memories for participants while connecting with the people who genuinely want to interact. Outdoor Voices, an athleisure brand, leveraged the power of experiential via pop-up shops to allow its target customers to immerse themselves in the brand story as well as touch and see merchandise for themselves.
Top 5 Digital Trends Impacting Your Business
By JoAnna Dettmann and Kaysha Hanock Digital is reimagining and reinventing every aspect of how businesses operate. Here are five key trends that every business needs to be aware of to succeed in the digital space. 1. Voice Search If you didn’t get a voice-activated virtual assistant for the holidays such as Amazon’s Echo and Echo Dot “Alexa” or Google’s Home Assistant “Hey Google,” chances are you know someone who did.
Electronic Ad Delivers Fun and a New Car Smell for Toyota
Toyota has produced one of the most innovative, interactive magazine inserts ever to promote the new Camry. Its agency, Saatchi & Saatchi, got together with Structural Graphics and together they threw every notion of caution to the wind. The result is a tri-fold magazine insert that includes “really skinny” wires, sensors, a visual display, LED lights, four PC boards and perhaps one of the most powerful drivers of a sale—the scent of a new car.
10 Ways Machine Learning is Revolutionizing Marketing
The stats make the case: 84% of marketing organizations are implementing or expanding AI and machine learning in 2018. Seventy-five percent of enterprises using AI and machine learning enhance customer satisfaction by more than 10% and three in four organizations implementing AI and machine learning increase sales of new products and services by more than 10%, according to Capgemini. The study also found that 79% of organizations implementing AI generate new insights and better analysis.
The Impact of AI on Brands
As AI begins to shape our daily lives, brands must consider how they shift their behaviors and interactions to meet customers’ evolving expectations. Consider how many marketers suddenly thought they absolutely needed a mobile app. Sure, that was a misconception—but it ushered in the importance of simplicity and utility in brand experience. The app mentality forced complicated brands to take a hard look at their products and services and shape them to be fast, nimble and mobile-focused.
Stacy's Pita Bags Celebrate Women's History Month
One of three packages specially designed for Women’s History Month. To celebrate Women’s History Month, Stacy’s Pita Chips is once again releasing limited-edition bags to celebrate the achievements of women past, present and future. Designed by female artists, the three new “Rising to the Occasion” bags will begin appearing in stores March 1. Stacy’s is also making a donation next month to Step Up, an organization that propels girls in under-resourced communities to fulfill their potential.
Trek Bicycle Increases Brand Consideration with Digital Advice
Trek Bikes integrated a digital advice technology in the form of an interactive, intelligent Bike Finder that helps its website visitors choose the right bike with ease. This decision has proven to improve the digital customer experience, increase brand consideration and maximize conversions. Digital has undoubtedly changed the purchase path for consumers as it now includes more channels, more touchpoints, more choices, and more options.
First Female Iteration of Johnnie Walker Debuts
In a bid to attract more women to its brand Johnnie Walker Black Label has unveiled Jane Walker, the first female iteration of the iconic scotch whiskey. The new packaging shows a smart looking woman wearing a black top hat, coat and high boots striding across the label, a look almost identical to the Striding Man, who for more than a century, has been a Johnnie Walker icon and an important part of the brand’s history.
How to Find Strong Influencer Partners to Augment Your PR Strategy
PR is all about building trust—with the media, with other brands, and with the public at large. Yet, by all accounts, consumers worldwide seem to be less willing to put their faith in anything—thanks, in part, to the cynicism around the “fake news” phenomenon. Indeed, recent findings show “digital distrust” is growing among consumers, who are increasingly wary of any information they find online.
The Era of Conversational Marketing is Here
Leading brands and experienced brand marketers are increasingly deploying messaging apps and chatbots to meet their conversational marketing needs.
Mobile First Indexing: How to Prepare Your Business
Since smartphones have changed consumer habits, Google has announced that they are going to make the switch to mobile first indexing this year. It wasn’t that long ago that if you wanted to reach potential new customers online, your marketing campaign revolved around getting in front of people using their desktop computers. Today, more than 50% of search engine queries happen on mobile devices. Indexing happens when Google sends its robots to crawl your site.
The Facebook AI Trends Marketers Need to Watch
Artificial intelligence (AI) is one of the many ways Facebook it helping the over 70 million businesses battling to get in front of its 1.32 billion daily average users and its more than 2 billion monthly users. Everything users see – from images to article links and even the messages that appear in chat – are informed in some way or another by AI and machine learning.
Is It Time to Overhaul Your Marketing Solution? - Chief Marketer
Are your legacy platforms really serving your needs? Here’s three red flags that signal it might be time to overhaul your marketing solution. The Personal Touch is Missing Big name martech providers can fall short on the human touch. Growing a company to such a large scale requires making sacrifices, which usually come in the form of replacing personalized customer service with automated responses via digital channels.
Mapping Content to All Points in the Customer Journey - Chief Marketer
By all accounts, brands will more than double-down on their strategic and financial commitments to content marketing in 2018. This includes accelerating the cadence of blog posts, guides, ebooks, infographics, microsites and videos as a means of finding, converting and retaining customers. As a result, marketers need a clearer understanding of customers’ interests, as content marketing strategies are much more likely to thrive (and be ROI effective) when guided by comprehensive data and analysis.
Lay's Mission To Spread Smiles Across America - Chief Marketer
Lay’s potato chips is on a cheerful mission to get people to smile more. The Smile with Lay’s campaign is a major initiative that pivots on the release of a massive number of specially designed bags released this week that, when purchased, spark a donation up to $1 million to Operation Smile, the medical service organization that helps children suffering from a cleft condition. A consumer “tries on” one of the 40 different smiles appearing on Lay’s potato chip bags.
McDonald's Epic Big Mac Ring is Contest's Grand Prize - Chief Marketer
Yes, it’s true. Valentine’s Day was Wednesday. It’s also true that McDonald’s is giving away the most audacious, over-the-top bling ring likely ever created by a burger joint—just for that special day. The McDonald’s Bling Mac Ring. What will they think of next! The “Bling Mac” ring, worth $12,500, is an 18K gold, delectable seven layers of champagne diamonds and orange sapphires cooked up in the shape of a big, juicy Big Mac.
How to Add Meaning and Purpose to Marketing - Chief Marketer
Ensuring your marketing campaigns include purpose and meaning has become even more important to create meaningful relationships with consumers and shoppers to build trust and loyalty. Meaningful marketing is the new norm and the key stakeholders—the brand, the shopper and the retailer—each play a critical role in achieving positive brand health and those important consumer relationships. Here are three ways big brands are making an impact. One of the 40 varieties of Lay’s potato chip “smile” bags.
3 Ways to Transform Your Brand's Customer Experiences - Chief Marketer
No matter the sector, brands can use experiential to affect the customer experience. Here’s three tips. 1. Build trust through transparency Consumers can tell when brands are trying to hide something, so brands shouldn’t keep their agendas secret. By 2020, the consumer experience will be more important than price and product. Experiential activations provide a platform for brands to really show their cards to consumers and foster long-term loyalty.
How HGTV Developed “Hazel” its New Chatbot - Chief Marketer
HGTV just launched a chatbot on Facebook Messenger to inspire its fans with trending design and home ideas and it gave it a name to personalize the interactions. “We try to step back and think about what our consumers are looking for and how can we build a service around that,” says Liesel Kipp, senior vice president of product and design, at Scripps Networks Interactive, the parent of HGTV.
Three Areas for CMOs to Focus On - Chief Marketer
For those already in the CMO position, this may not come as a surprise: The role of chief marketing officer has been elevated over the past decade from brand and marketing plan manager, to enterprise-wide revenue driver, a new report from Deloitte found. Many CMOs have found their plates loaded with a myriad of additional responsibilities as more tool and techniques have emerged, including executing social media campaigns, market research, digital marketing, direct marketing, advertising and PR.
Juicy Juice Teaches Young Gen Z to Enjoy New Tastes - Chief Marketer
Getting the youngest of the Gen Z generation to try new foods can be like trying to get a leopard to wash off its spots. It’s not likely. Even so, that young generation’s parents want just that: About 40 percent of Millennials are now parents, with close to 75 percent of Millennial moms self-proclaimed foodies that want to introduce their young children to different cuisines and flavors. Juicy Juice, with its line of 16 flavors of 100-percent juice has found a clever way.
Moët & Chandon Finds Love with Snapchat - Chief Marketer
Valentine’s Day is just around the bend and, for many, that means it’s time to share a bottle of champagne with the one you love. Moët & Chandon is stepping in to help celebrate by launching its second Snapchat game on Valentine’s Day. The mobile game is part of the brand’s “Love Unconventional”campaign that will run through Mother’s Day. A limited edition bottle features unique “Love Unconventional” characters.
Moët & Chandon Find Love in a New Snapchat Game - Chief Marketer
Valentine’s Day is just around the bend and, for many, that means it’s time to share a bottle of champagne with the one you love. Moët & Chandon is stepping in to help celebrate by launching its second Snapchat game on Valentine’s Day. The mobile game is part of the brand’s “Love Unconventional”campaign that will run through Mother’s Day. To play, users shoot corks at a tower of champagne glasses to earn points with the most points earned by those who get the cork in the top single-level glass.
You Need People to Power Technology: Brinker - Chief Marketer
Scott Brinker at NEDMA’s MTech Summit Marketing technology investments are great, but the process doesn’t stop when you buy a solution. The right people need to be in place to make the tech work for your organization. “Technology is changing what is possible with marketing, and that means you need to change how you operate,” says Scott Brinker, editor of ChiefMartec.com and vice president, platform ecosystem, Hubspot.
Messaging Apps and Chatbots: A Huge Opportunity for Agile Brands - Chief Marketer
With Alexa and other digital assistants aiding our day-to-day tasks, can you be your customer’s personal assistant? Can you be right there with them, tethered and available in real-time, as a helpful, handy and human virtual assistant? Experienced brand marketers are increasingly deploying messaging apps and chatbots to meet their conversational marketing needs.
Bring Your Brand to Life With Always-Present Customer Engagement
While brand marketers agree that the marketing landscape must expand to include meaningful, two-way conversations, such an evolution begins with a shift of current mindset. The on-demand nature of conversation marketing via messaging requires that marketers be available and helpful, whenever and wherever their customers engage. Given its global reach, brands and marketers are wise to begin shifting their attention and resources to Facebook Messenger and other messaging platforms.
5 Tips to Humanize a Technology Brand
It doesn’t matter if someone is buying one iPhone for themselves or spending hundreds of thousands of dollars on a martech stack: Technology purchases often come down to how someone feels about a brand. Emotion and trust play a big role in our decisions. Think about it. When we hire sales reps, it’s mostly about who they know. When we research a company, we check out the CEO’s profile on business platforms and browse sites like Glassdoor to see employee impressions.
Improving Customer Satisfaction Hinges on Facebook Messenger
There is now little that separates one company from another. Margins have decreased and competing products can be purchased from multiple vendors, diminishing the opportunity to build brand loyalty. It is estimated that by 2020 customer experience will overtake price and product as the key brand differentiator. How are brands investing in their customers’ experience to differentiate their company from the competition? Within a couple of years, 3.6 billion people will have a messaging app installed.
Four Things to Consider About Interactive Video Walls
For brand marketers looking to make an out-sized impression on customers, video walls can provide an immense visual platform for creating memorable experiences. Adding interactivity to a video wall has the power to multiply this impact, transforming the impressive-but-familiar experience of viewing a huge screen into a rare and engaging event, facilitating a deeper conversation and understanding between brand and customer.
5 Insights for Marketing to Baby Boomers - Chief Marketer
From a marketer’s perspective, Baby Boomers have a lot going for them. Boomers are wealthy, tech-savvy—yes, tech-savvy!—and there’s plenty of them. In this article from Forbes, written by a person who knows a thing or two about Boomers, Karina Tama–Rutigliano, senior digital marketing manager at Caring People Inc., where she leads SEO, PPC and content marketing. She shares five key things marketers need to know when marketing to Baby Boomers.
4 Tips to Protect Your Brand From Fake News
Fake news dominated the 2016 elections, and the conversation around it is still going strong. What is fake news? Where is it? How can consumers tell the difference between what’s real and what’s not? These questions are in the background of all the media people consume today, and for digital marketers, the fake news trap can be costly. Decreasing Consumer Trust Media trust has dropped significantly in the past year, especially among young adults.
Your chatbot lacks empathy, and that's a problem
Technology is rapidly changing the customer service arena. Over the past few years, automated phone calls, social media, live chat, and instant messaging customer service strategies have become commonplace. Some even speculate that chatbots and other automations may eventually replace human customer service agents. However, AI and natural language processing (NLP) technologies are not yet ready for primetime.
Are brands meeting customer expectations in messaging apps?
Editor's note: The following is a guest post from Jason Kapler, vice president of marketing at conversational marketing platform LiveWorld. People are spending more time than ever in messaging apps. Whether it’s Facebook Messenger, WeChat, Skype, WhatsApp or Viber, consumers are online and ready to connect. In fact, a recent study found U.S. smartphone users spend an average of 23 minutes and 23 seconds daily on messaging apps — and that’s growing every year.
Are brands meeting customer expectations in messaging apps?
Editor's note: The following is a guest post from Jason Kapler, ?vice president of marketing at conversational marketing platform LiveWorld. People are spending more time than ever in messaging apps. Whether it’s Facebook Messenger, WeChat, Skype, WhatsApp or Viber, consumers are online and ready to connect. In fact, a recent study found U.S. smartphone users spend an average of 23 minutes and 23 seconds daily on messaging apps — and that’s growing every year.
Luxury Daily
Columns June 6, 2017 Jason Kapler is vice president of marketing at LiveWorld...
Shifting From One-Way Broadcast to Two-Way Dialog Changes Everything
Marketing tactics are changing. Consumers are bombarded with marketing messages from every possible channel. Television, radio and satellite commercials are not to be outdone by print ads, pop-up ads, emails and social media posts. Most marketers understand the need to cut through the advertising clutter with more personalized, targeted messages in the right channels at the right time, but most struggle with how it can best be accomplished. Content marketing, specifically, is changing.
Leading Brands Create Emotional Connections with Customers | MarTech Advisor
Brands are personalizing messages with consumers to strengthen their emotional connections. Jason Kapler, Vice President of Marketing at LiveWorld, covers how messaging apps have opened new opportunities for brands to engage in more human-to-human conversations Brands are getting personal with consumers by strengthening their emotional connections. However, creating emotional responses and bonds with customers is nothing new for marketers and salespeople.
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