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Consumers recognize and reward   authenticity   from brands — probably because it’s so rare. It’s rare because being authentic can be really uncomfortable. Authenticity requires a willingness to be vulnerable and take risks — and to accept that your company isn’t always perfect. from The Knowledge Bank https://ift.tt/2PFMtiq via IFTTT

We are entering the Fourth Industrial Revolution (4IR). What does this really mean? Lynette Dicey, Grid ghostwriter and the agency's South African marketing editor, discusses the creative possibilities of our times. The Fourth Industrial Revolution (4IR) – defined as a fusion of technologies and a blurring of the lines between the physical, digital and biological spheres – has been dominating headlines and debates in recent years. Not only has it given rise to an unprecedented pace of innovation causing widespread disruption in every conceivable industry, but as technologies fuse it is transforming the way we work and requiring vastly different skills compared with the past. The 4IR disruption What does this really mean? According to the World Economic Forum, the First Industrial Revolution used water and steam power to mechanise production. The Second used electric power to create mass production. The Third used electronics and information technology to automate production. Now...

Think about the things that stick with you. The song that repeatedly transports you back in time. The vacation that reshaped the way you look at the world. The book that changed your perspective. There’s no question creativity adds depth and meaning to our experiences. From films to theatre to architecture to your favorite recipe — life experiences are all about the careful composition and creativity needed to create a one-of-a-kind, memorable moment or interaction. Shouldn’t the same be true for the content and the experiences you create for your audience ? And in a data-driven world, should facts or feelings drive creative execution? Proving the ROI of creativity Today’s data-driven marketing landscape is all about proof. Marketers must be able to back up their creative content decisions with data and proven ROI. Their jobs, budgets, and headcount depend on it.  Yet, while our everyday experiences show us that emotion matters, it’s become increasingly difficult for creative...

Welcome to First Things First, Adweek's new daily resource for marketers. We'll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. The Best of Halloween In case you didn't notice... from Adweek Feed https://ift.tt/320ABKK via IFTTT

Admit it. On Halloween night, the fierce competitor within you sprinted from home to home to claim as much sugary bounty as your pillowcase could carry. But the loyalist and purist in you was on the hunt for a specific candy treat. A treat that put all the rest to shame; a treat that always hit the sweet spot. via GIPHY For me, that coveted treat was: the Almond Joy. Sweetened coconut. Crunchy almonds. Smooth milk chocolate. Devilishly delicious, but ghoulishly elusive amongst a sea of KitKat- and Snickers-purchasing households. (Here’s to you, organic reach on Facebook .) As marketers, we all have our favorites. From tactical techniques that sweeten our marketing mix to the integration of marketing elements to tantalize our audience’s taste buds, the TopRank Marketing team weighs in on both fun- and king-size marketing treats they can’t resist. Our Favorite Marketing Sweet Treats Josh Nite Senior Content Marketing Manager My favorite candy is black licorice. Black licorice ...

All Hallows' Eve begins when the sun goes down, and plenty of brands have created ads for the night of tricks, treats, spooks and scares.  Pry the lid off the coffin of creative campaigns below by brands and agencies and see which ones give you a fright or which ones make you say 'boo', and remember to vote for the best Halloween campaign. Make sure you also review and vote for the latest Creative Works as well. Show me entity :: 29906 : 'Witch' Agency: Client: Date: October 2019 The witching hour is drawing near as Halloween approaches, and Skittles is debuting its first Halloween spot in over five years, featuring a very annoyed witch. The ad, created by DDB Chicago in partnership with Smuggler Production House, takes a familiar Halloween fairytale and gives it a twist. The story spotlights a witch who lures a teen into her house with the promise of Skittles. The action takes place in the witch’s kitchen, a drab room with a raven flying aroun...

Do you view numbers as something akin to Frankenstein’s monster? To get over the fear, you need an “exercism” – this five-step workout will train your writing muscles to wrest all benefits from numbers. Continue reading → The post 5 Writing Tricks to Treat Your Audiences appeared first on Content Marketing Institute . from Content Marketing Institute https://ift.tt/31ZfKqT via IFTTT