STRATEGY & BUSINESS
What B2B Buyers Really Care About
the differences between business-to-business and consumer decisions are not cut-and-dried. True, B2B sellers need to optimize prices, meet specifications, comply with regulations, and follow ethical practices. Procurement teams rigorously evaluate vendors and run total cost-of-ownership models to ensure that rational, quantifiable criteria around price and performance shape their analyses.But today meeting those criteria is table stakes.
Inside Rimmel’s revamped influencer strategy
Rimmel's campaign with non-paid micro-influencers "drove a 44 percent higher sales lift among the two products and a 69 percent higher sales lift for all Rimmel eyeliners and mascaras, demonstrating a larger halo effect." It also resulted in more sentiment conversation to understand brand perception. I have mixed feelings about paying people in products for brand exposure, but think it's worth thinking outside the box of traditional influencers.
Domino's is repairing roads, and some people say it reveals a 'dystopian' truth about America
One of Domino's latest initiatives is filling pot holes (which are then stamped with the brand's logo). Cool for preventing car problems, but not a great reflection of the "dystopian" state of our nation, internet users say.
Is H&M’s new influencer-driven line the future of fashion?
“We try to create fashion like you create pop music,” he says. “You need to live up to your own craft, but interesting things happen when you start to interact with other tribes and other talent.” /Nyden, H&M's new label, is using (internet) tribes as a main part of their marketing strategy.