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How To Do Representation in Marketing the Right Way (+ Consumer Perspectives)

Breaking the Blueprint
November 28, 2023/by
How To Do Representation in Marketing the Right Way (+ Consumer Perspectives) Welcome to Breaking the Blueprint— a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success. Representation matters. We hear this over and over again. And most people agree. However, not all representation is created equal, and this is important to recognize, especially to ensure your efforts in including more people in your marketing are received positively rather than being met with frustration and skepticism. As the number of brands embracing inclusive marketing and prioritizing visual imagery that accurately represents their target audience grows, it becomes crucial for marketers to become well-versed in how to do representation in marketing the right way. When done right, it demonstrates to underrepresented consumers that you’re committed to them and their communities. When done right, representation in marketing makes the people you serve feel seen, supported, and like they belong with you. Below are what consumers have shared with me in recent years about what is important for them to see in terms of representation. But first, to make sure we’re on the same page, let’s talk about why representation in marketing is so important. Why Representation in Marketing Matters ...
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AI Marketing Campaigns Only a Bot Could Launch & Which Tools Pitch the Best Ones [Product Test]

Artificial Intelligence
November 28, 2023/by
AI Marketing Campaigns Only a Bot Could Launch & Which Tools Pitch the Best Ones If you’re like most marketers, you’ve tried out a generative AI tool. You’ve played around with ChatGPT to generate headlines. Yet, these fragmented use cases don’t capture the full power of deploying AI strategically. In five years, many companies will be creating AI marketing campaigns. According to McKinsey & Co., 90% of commercial leaders believe their organizations should use generative AI often, yet only 20% do. While individual teams are testing AI in small ways, most teams aren’t comfortable enough with the technology yet to use it for higher thinking or strategy. Let’s take a look at how to create an AI marketing campaign: what the possibilities and limitations are, as well as what tools will give you the best results. Table of Contents Benefits of Creating an AI Marketing Campaign 7 Ways to Use Generative AI in Marketing Campaigns 5 AI Tools to Add to Your Marketers’ Arsenal Which AI tool pitches the best marketing campaigns? Benefits of Creating an AI Marketing Campaign First, why would you want to create an AI marketing campaign in the first place? Most of us associate higher-level strategy and thinking as a solely human function, but AI is becoming more competent in this area. Think about how AI tools are trained: They use machine learning to analyze the top-performing campaigns...
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Making the Most of Electronic Resumes (Pro Tips and Tricks)

Resume
November 25, 2023/by
Making the Most of Electronic Resumes (Pro Tips and Tricks) I’ve submitted hundreds of electronic resumes throughout my career. These digital job applications hold so much weight in the job search process. It’s always nerve-wracking to make sure I’m doing everything right. I always ask myself: Does this meet the submission requirements? Did I use the right font? Will my resume surpass the employer’s applicant tracking system (ATS)? If you’ve also wanted to ensure you have the highest chance of standing out and securing an interview, here’s how to make the most of electronic resumes. Table of Contents What is an electronic resume? The Benefits of Electronic Resumes How to Make an Electronic Resume Electronic Resume Tips What is an electronic resume? An electronic resume is any resume that’s submitted online. Employers will request electronic resumes in plain text (ASCII), HTML, or PDF. This helps applicant tracking systems (ATSs) easily scan and decipher the hundreds of resumes they receive. To meet these standards, electronic resumes are typically created with limited design or formatting. The Benefits of Electronic Resumes In my experience, electronic resumes helped me refine my approach to better position myself for a job. I found that I was more likely to land an interview when I tailored my resume to the job posting, used simple fonts, and included keywords. Here are a few benefits of using electronic resumes. You’ll match the ATS. Only 30% of resumes are accepted...
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Walmart Wins Black Friday Marketing with Mean Girls Campaign

Marketing News
November 23, 2023/by
Walmart Wins Black Friday Marketing with Mean Girls Campaign The instrumental to Missy Elliott’s “Pass That Dutch” is blaring through your speakers while Lindsay Lohan is on your screen walking through the halls of North Shore High School. Did you just transport back to the early 2000s? No, chances are you were just served Walmart’s latest Black Friday ad. The movie Mean Girls has been a pop culture classic since its release in 2004. Nearly 20 years later, Walmart is capitalizing on the film’s enduring popularity with a Mean Girls-themed Black Friday campaign. Walmart’s series of ads features five of the film’s original cast members reprising their roles and even includes a cameo from Missy Elliott herself. Instead of the notorious “burn book” featured in the original movie, the Walmart ads are centered around a “deal book” highlighting discounts the retailer is offering this holiday season. Today we’re breaking down why this campaign is brilliant marketing by Walmart. Want to sell to millennials? Reference Mean Girls Mean Girls is a generation-defining film for millennials. This generation was the target demographic for the film when it was initially released, and has since been a mainstay in millennial pop culture. Since the film is regarded positively by so many members of this generation, it’s the perfect backdrop for nostalgia marketing, which tends to be especially effective for millennials. Nostalgia marketing leverages familiarity to evoke positive emotions from potential customers. Millennials came...
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AI Influencer Marketing: How Artificial Intelligence Could Change Influencer Marketing

Artificial Intelligence
November 21, 2023/by
AI Influencer Marketing: How Artificial Intelligence Could Change Influencer Marketing When I think of influencers, I think of smiling content creators posting unique, relatable content promoting a service or product and how their work helps humanize brands and tap into audiences. So, how could artificial intelligence change influencer marketing if the goal is to humanize a brand or organization to boost awareness and profits? It turns out, like all things marketing, AI has the potential to alter influencer marketing significantly. I spoke to creators Ramon Berrios and Blaine Bolus, who are hosts of the podcast DTC Pod (DTC meaning Direct-to-Consumer) and co-founders of the AI audio conversion tool Castmagic. Through them, we will learn how AI could change influencer marketing and what it can mean for influencers and influencer marketers. How AI is Changing Influencer Marketing Right Now I‘m already seeing AI’s impact on the influencer marketing landscape. For example, I was intrigued (and a little weirded out) when Meta introduced new AI chatbot characters based on real-life celebrities and influencers like Paris Hilton, Snoop Dogg, Naomi Osaka, and MrBeast. One of Meta's characters introduces herself as Billie, even though she clearly looks and sounds exactly like model and influencer Kendell Jenner. But celebrities and influencers being immortalized as AI chatbots isn‘t the only impact on influencer marketing we’re seeing, Berrios. “I think the biggest change I've seen is that the creator operation now boils down to one person,” he says. “Previously, a creator would need an agency to...
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3 Native Entrepreneurs in Different Sectors

Breaking the Blueprint, Entrepreneurship
November 21, 2023/by
3 Native Entrepreneurs in Different Sectors Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success. It’s no secret that Native entrepreneurs face an uphill battle when starting up their businesses. Indigenous businesses have hurdles at nearly every step of the process, whether it’s a lack of access to credit, trouble getting technical assistance or training, or a cultural barrier between investor expectations and business owner goals. Yet some business owners persist anyway, climbing over whatever obstacles are ahead to succeed in their respective fields. Native entrepreneurs have moved into a multitude of industries with profitable, impactful businesses amid surges in federal and tribal support, and Indigenous people are seeing themselves represented in more swathes of the business world. In this post, I’ll introduce you to three native entrepreneurs you need to know about. Three Native Entrepreneurs in Different Sectors 1. Amber Buker, Totem Choctaw Nation of Oklahoma tribal member Amber Buker knew she needed a bank specifically focused on Native American needs and experiences when she discovered an “invisible gap” in traditional banking while trying to buy a house. Buker ran into rejections from major banking institutions, primarily because none of them were aware of, or at least did not implement, the available federal...
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Community Managers: What They Do & How to Be a Great One

Community Management
November 18, 2023/by
Community Managers: What They Do & How to Be a Great One X (formerly Twitter), with its 237.8 million daily active users, is a platform with a ton of potential for companies to increase awareness and build their brand personality. In recent years, big names like Netflix, Wendy’s, and Taco Bell have become X famous for their witty commentary and personable interactions with their followers. But how can companies build their reputation as original, relatable, and dependable while still maintaining their unique voice? Social media has transformed the relationship between individuals and organizations — which is why the community management role is now so vital. But what exactly is a community manager, anyway? Here, we’re going to explore what a community manager is and — if you’re applying or starting out in the role — how to be a great one. Table of Contents What is a Community Manager? How to Become a Community Manager Community Manager Job Description Community Manager Job Responsibilities How to Be a Great Community Manager Community Manager Job Outlook Community Manager Org Chart If you ask Krystal Wu, HubSpot’s Social Media Community Manager (@hellokrystalwu), the most critical part of the community manager role, she’ll say it’s simply “having one.” The community manager position builds brand personality and consumer trust, which can ultimately lead to increased awareness and company performance — making it a critical component of your marketing strategy. How to...
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4 Holiday Shopper Mindsets Brands Should Keep Up With, According to Google

Holiday Marketing
November 17, 2023/by
4 Holiday Shopper Mindsets Brands Should Keep Up With, According to Google Throughout the holiday season, we at Google have annually watched shoppers move between 4 distinct mindsets, or what we call the ‘4Ds:’ deliberate, deal-seeking, determined, and devoted. What are these four Ds? Starting in July, consumers are deliberate, thoughtfully planning their holiday purchases and wishlists. From October to November, they’re deal-seeking, hunting for deals and prioritizing quality and value. By December, they become determined to complete their shopping ahead of the holidays and are using all days and resources to get it done. And finally, by January, consumers become devoted as they continue to shop past peak season. Check out this quick short where we highlight these trends: What Do the 4Ds Mean for Your Brand? With December fast approaching, we’ll start to see the determined shopping mindset emerge followed by devoted buyers in January. Leveraging these three strategies has helped us, and will also help you, align with these busy shoppers: Keep momentum in December and beyond Connect with customers across touchpoints Build long-term brand loyalty Keeping Momentum in December -- and Beyond The opportunity for retailers doesn’t end with Cyber 5, the peak deal period from Black Friday through Cyber Monday. According to a Mastercard analysis we ran with BCG from October 2022 through January, 46% of U.S. consumer holiday spending occurred between Cyber Monday and Christmas Eve...
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Is Social Media Dying? What That Could Mean for Marketers

Marketing News
November 16, 2023/by
Is Social Media Dying? What That Could Mean for Marketers The social media boom of the last decade is over. It’s not that people are no longer using social media — they are. They’re just using it less, and engaging differently. In 2022, the average daily time spent on social media declined globally leading to a drop in organic reach for brands and creators. Per GWI, 54% of people use social media to connect with friends and family, and 27% of people use social media to keep up with news. What they aren’t necessarily hopping on social media to do is be sold to. However, social media platforms need users to spend as much time on their apps as possible and to continue buying from advertisers in order to remain profitable. In other words, social media users want to socialize and social media platforms want to sell, leading to a misalignment between a product and its customer base. Here are some key insights we’re seeing with the current state of social media. Users Prefer to Share with ‘Close Friends’ There is one social media feature that satisfies users’ desire to connect — Instagram’s Close Friends. On Close Friends, users feel free to share private stories in a controlled, non-judgmental space. Individuals can control who sees their content, and it’s the one corner of the app where there are no ads or selling. Instagram has taken note and is expanding the Close Friends feature, including an option to only share...
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