The Digest: the Dorito effect, TV screen wars and lessons in social media marketing

All the news that's fit to click. Week of 6th April, 2015

SOCIAL MARKETING MATTERS11 most actionable takeaways from Social Media Marketing World 2015. The gurus of social media marketing hit California earlier this month and shed light on how to actually use social as a marketing tool for your brand.MARKETING & VIDEO COLLIDEWhy Meerkat and Periscope are the next big challenge for marketers. The live-stream video apps provide marketers and brands with opportunities to effectively tap into content marketing.LESSONS FROM A LAPTOPLenovo boosts B2B website engagement by 30% with marketing automation technology. What can you learn from the way Lenovo markets its new B2B website?THE DORITO EFFECTYou should copy these best marketing campaigns of 2014. The key to great content marketing is brand storytelling. Find out how Doritos did it with its Crash the Superbowl contest!DICKENSEN & DATAFor big data, it was the best of times, it was the worst of times. Think you’re thumbing through a tale of two completely different technologies? Here’s the low down.FRESH FOOD FIRSTWoolworths tops Australian brands list despite drop in value. The latest Brand Finance report on Australia’s top 100 brands list shows Telstra is closing the gap on the nation’s most valuable brand, Woolworths.THE KIISS METHOD3 Ways to Simplify Your Marketing. Does complexity yield better results? Not according to the Content Marketing Institute’s Robert Rose and Joe Pulizzi.ON DEMANDScreen wars: the battle for eye space in a TV-everywhere world. Is your brand accessible on TV anytime and anywhere? You might want to think about it after reading this.AND THE WINNER IS…Are CMOs losing ground in the CEO race? Are chief marketing officers next in line for chief executive? Not so much, according to a Wall Street Journal report. Part of the problem is the definition of a CMO varies widely between organisations.