AcroBabble – Going (Creatively) Digital – January 28, 2016

 In Archives, News

Going (Creatively) Digital

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Urban Decay Aggregates Social Media Chatter For Direct Sales Advantage

Like most brands, beauty marketer Urban Decay is concerned about its image and perception across numerous social media websites, along with trying to juggle sales on third-party websites and its own. Digiday reports that UD has launched a section on its website that aggregates what all of the company’s 4.1 million followers on Instagram are saying about it plus content from other social networks. The section also contains tutorials and product videos. All of the photos in the Instagram stream can be browsed for products, which leads to a checkout page. For its most recent launch of a collection created with Gwen Stefani, Urban Decay used email and social media to pull shoppers back to its own site rather than to outside retailers like Sephora and Nordstrom. Researcher L2 named UD No. 1 on its Digital IQ Index.

Will Being No. 1 Apple APP Raise Periscope To New Marketing Heights?

What’s up with Periscope? International Business Times uses the opportunity of the one-year anniversary of the company’s acquisition by Twitter to critique the live-streaming service in light of the less-than-stellar performance of Twitter. The main takeaway is that Periscope is relying more on Twitter to find its true raison d’être. The most encouraging new tack for marketers is that now when Twitter users scroll through the Twitter for iOS app, they see live Periscope streams or replays on auto-play. This is a departure from previous arms-length relationship between the two companies. Another major achievement in 2015 was being named Apple’s App of the Year, just ahead of photo app Enlight. Some of early brand pioneers with Periscope were Target, Taco Bell, Coach and Red Bull. Among the current top-trending brands are Experian, Playbill, Billboard, Pizza Hut, CreativeLine, Miami Marlins, The Tag Team and Tank.

A Five-Step Blueprint For Expediting Digital Marketing In Regulated Industries

It’s never been easy for regulated industries to plant their flag in the digisphere without considerable legal hemming and hawing, so Harvard Business Review provides a five-step process as executed by a national financial services company, BPV Capital Management. All five center on an organizational structure that is designed, among other things, to provide corporate legal approval for new content in as little as 24 hours. Refusing to use the legal department as an excuse, BPV created an interactive spreadsheet shared between marketing and compliance to speed up the process of posting on social media. Over time, this spawned a collaborative relationship with the compliance department, which was credited with building “wins” together with marketing.

Beam Promotes Devil’s Cut With Virtual Reality Distillery Tour

It’s not a giant leap of faith to believe that 2016 will be a year in which brands hitch their wagons to the Virtual Reality Marketing Horse. Spirits marketer Beam Suntory isn’t waiting to find out, having concocted and served up its first brand virtual reality experience for Devil’s Cut bourbon via more than 750 bar events in 16 markets. BS national brand activation director Rachel Harris shared her learnings about VR with eMarketer, explaining that the Devil’s Cut roller coaster visual starts in the pipes of a bourbon still, travels through the rack house, into a flaming barrel lid and eventually into the barrel. The virtual tour ends with bartenders pouring a sample of the beverage. In addition to gauging quantitative performance of the events, qualitative feedback came from social conversations including comments and photos from events.

C-Suite Moves:

Ben Plummer to Host Analytics as Chief Marketing Officer, from Datawatch, where he was CMO and SVP of Strategic Alliances.

Sophie Huang to Stylyze as Chief Technology Officer, from MyWebGrocer, where she was SVP, International & Enterprise Initiatives.

Judy Toran Cousin promoted to Chief Marketing and Innovation Officer at Circle Graphics, where she was GM of Consumer Digital Printing and Chief Strategy Officer.

Rui Frazao to Vasona Networks as Chief Technology Officer, from Vodafone, where he was Director of Network Engineering.

Shlomi Zaig to ConvertMedia as Chief Technology Officer, from Babylon, where he was CTO.

Shailen Mistry to Spark Networks as Chief Technology Officer, from Dun & Bradstreet, where he was VP of Engineering.