Category: Business Marketing

TriComB2B in Dayton, Ohio announces new leadership for marketing firm

by Isna
  • Whitney Alexander , senior director, accounts
  • Mike Bell, VP, chief creative officer
  • Michelle Crawley, senior director, public relations
  • Andrew Humphrey, senior director, media strategy
  • Erin Rogers, senior director, agency operations
  • Greg Setter, senior director, accounts

John Buscemi and Chris Eifert, co-owners of the agency, will remain as principals for TriComB2B, which focuses on industrial marketing and technical business services nationwide.

Explore5 things to know about Joby Aviation

The revised leadership structure will help the company address client business requirements with increased agility, creativity and functional integration, say Buscemi and Eifert.

“Our go-forward strategy depends on non-stop collaboration across all

…
Read More

Jaguar Land Rover transforms its global marketing communications model.

by Isna

As the competitive landscape continues to evolve with increasing digital touchpoints, more connected vehicles and various ownership models, Jaguar Land Rover is making another step change in the transformation of its world-class brands with the appointment of Accenture. Accenture will join forces with Spark44, Jaguar Land Rover’s successful client-agency joint venture to create a new bespoke model.


This new approach will play a central role in Jaguar Land Rover’s move to an electric-first, modern luxury business. As part of the radical digitalization of the company’s marketing communications, the development of connected services will create new experiences, new levels of intimacy

…
Read More

Their small businesses went viral on TikTok for the wrong reasons — now what?

by Isna

A baker and a tattoo artist recently garnered TikTok virality other small business owners could only dream of. The only problem? The exposure wasn’t positive.

Kylie Allen, owner of the West Virginia-based bakery Kylie’s Kakes, posted a video last month about a dispute with a dissatisfied customer over an $84 rainbow sprinkle cake, which spiraled into a controversy users deemed “cakegate.” Weeks later, a TikTok user by the name of Courtney Monteith’s video about a Canada-based tattoo artist charging high design fees turned into “tattoogate.” Videos about these incidents have racked up millions of views on TikTok, with most people

…
Read More

Airbnb CMO on ditching performance marketing for big, bold brand campaigns

by Isna

We catch up with the rental app’s marketing boss, Hiroki Asai, to hear why he shifted his strategy so dramatically and how he’s confident he has now found a winning long-term formula.

An Airbnb ad launched today spotlights the perks of staying in one of its rentals rather than traditional hotels. In one of three playful, animated short films, a group of friends are ready for a relaxing, kiddo-free vacation – only to find the hotel pool teeming with screaming children. Luckily, the travelers found solace in a picture-perfect thatched-roof Airbnb with a peaceful, private pool. “Get an Airbnb and …

Read More

How to Measure Success When Working With Influencers

by Isna

Social media influencer marketing is one of the fastest-growing online customer acquisition channels. And while influencers have gotten their fair share of bad press, there’s no denying the reach they have on the ever-important young demographic.

Social media influencers can be found on common social platforms such as Instagram, Twitter, YouTube and TikTok. They span industries like fashion, beauty, home products and more. Influencers’ popularity is largely a result of both the trend toward engagement-based marketing and the credibility these individuals hold among consumers. In fact, 49 percent of consumers reported they relied on influencer recommendations, according to a report …

Read More