Industry Roundup: Starbucks Launches New Content Series + CMOs and Omnichannel Woes. The coffee company will roll out eight 90-second videos from this week through January on its website, app, and Facebook page. The whole Retail Therapy collection is at ikearetailtherapy.se. Social media platforms announced a slew of updates, this week, as they compete to be the dominant network: Facebook is rolling out “Live 360,” i.e. the ability to live stream 360 videos. Live 360 will be available to all users and pages in 2017. Users can broadcast live video directly from the app. (Adweek) Instagram launched a new bookmarking feature that lets users save images; users can then view them anytime in a separate tab. (Recode) Plus, the Latest from NewsCred: Top Content Marketing Stories of 2016 + 2017 Predictions As a content marketing company that lives and breathes content, NewsCred has some good insights into the state of the industry – and where it’s headed. Collectively, they told us what themes and topics content marketers cared the most about this year. We’ve highlighted each theme and top articles below, along with our 2017 predictions.
NewsCred’s roundup of the content marketing, technology, and business stories that caught our attention this week.
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For several years, a trio of Simpsons writers spent every morning working at Starbucks. Each day, they had to connect to Wifi through the Starbucks website – and felt that the landing page was a missed opportunity for featuring compelling content. They came up with their own solution, pitched it to Starbucks, and got the green light. The result: 1st and Main, an animated web series featuring animals who work at Starbucks. The coffee company will roll out eight 90-second videos from this week through January on its website, app, and Facebook page.
A new study from the CMO Council and IBM found that the omnichannel approach will be one of the biggest challenges CMOs will face in 2017. The ability to deliver a cohesive customer experience at every touchpoint is becoming an imperative – and senior marketing leaders believe that content and data will be the most crucial assets they can leverage to do so. Sixty percent of respondents say that they need to create more types of content in order to stay relevant in today’s digital space. And 44% said that it’s imperative that they pull, analyze, and utilize data from across the company. The study also found that 42% of senior marketers plan to improve the customer experience by better connecting their initiatives across platforms; 37% plan to better synthesize their physical and digital experiences. In addition, 29% say they’ll invest in additional technologies to manage and analyze data.
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