Explore how to navigate longer, complex B2B buyer journeys and improve revenue through Sales and Marketing alignment, data-driven insights, and regional strategies. Read more. Read the full article at MarketingProfs
Just one in four Audi drivers consult their vehicle's manual, so it's no wonder customers are oblivious about many of their car's functions. Addressing this disconnect, Audi has launched Audi Reader, a new feature in its app that uses computer vision to transform how drivers interact with their vehicles. Developed in collaboration with Ogilvy Barcelona and vision tech startup Roboflow, the system was trained on over 10,000 images captured from 27 current Audi models, with each component meticulously tagged and linked to information from the manual.Drivers simply point their smartphone camera at any part of their Audi, a dashboard control, warning light or cabin element, and the app instantly identifies the component and provides clear information about its function. Beyond explaining features, the app also allows users to chat with their after-sales advisor, request workshop appointments or call for roadside assistance.
When the beat drops, shouldn't everyone be able to feel it? Brazilian network provider TIM has launched TIM Vibe, an innovative feature that converts audio into vibrations, giving deaf and hard-of-hearing users a new way to enjoy music. The functionality, available for free through the Meu TIM app, transforms sound waves from songs and concerts into mobile phone vibrations, creating a more immersive musical experience for those with hearing impairments.Developed in partnership with FBDSDF and Instituto Som Da Vida organizations focused on expanding access and inclusion TIM Vibe demonstrates how existing smartphone technology can be repurposed to integrate accessibility directly into an everyday tool rather than requiring specialized equipment.TREND BITETIM's innovation taps into a fundamental truth: music isn't just about sound but about connection, emotion and shared cultural moments. Consumers, especially younger generations, increasingly expect brands to design for empathy and belonging, not just utility. The distinction is subtle but significant shifting from "you can use this" to "this was designed with your complete experience in mind."
A major IT infrastructure shift is underway, with technologies like AI assistants and agents transforming what businesses need from their IT networks. Read the full article at MarketingProfs
Learn how to build a modular, repeatable B2B content workflow using AI--without sacrificing brand voice, consistency, or strategy. Read more. Read the full article at MarketingProfs
Irish B Corp Riley has unveiled a period care hotel kit that addresses a long-overlooked element of hospitality service. The brand's kits provide hotel guests with high-quality organic period essentials, eliminating the need for emergency pharmacy trips or potentially uncomfortable requests to front desk staff.Packaged discreetly yet stylishly, the kits aim to make menstrual care as standard as shampoo or shower caps in hotel rooms. The included pads and tampons are made from 100% GOTS-certified organic cotton, ensuring they're free from chlorine bleach, pesticides, toxins and other harmful chemicals. Riley says it's already garnering positive feedback from both hotels and guests.TREND BITEThe hospitality industry's slow adoption of period care as a standard room amenity highlights a persistent gender-based blind spot. While hotels routinely supply items used by a minority of guests (shoe horns, sewing kits), they've largely overlooked essential products needed by roughly half their clientele during menstruation. Riley's solution taps into growing expectations for inclusive design that considers all human needs a fundamental expression of genuine hospitality. As consumers increasingly support brands that address real human experiences, expect more companies to fill similar gaps that, in retrospect, seem too shockingly obvious to have been overlooked for so long.
A new mobile game aims to combat declining physical activity among Dutch adolescents by transforming real-world steps into in-game racing power. Lawa, described by its creators as "Mario Kart meets Strava," converts everyday walking into competitive gaming currency, enabling users to race against friends and collect power-ups to gain advantages.Major Dutch brands including Hema, Burgers' Zoo and Diergaarde Blijdorp have already partnered with the platform to create branded tournaments where participants virtually race through environments like a zoo, with winners receiving physical or digital rewards. Targeting users between 11 and 25 years old, Lawa operates without subscriptions, advertisements or in-app purchases. Its business model relies entirely on brand activations integrated into the gaming experience.Developed by Snijder and Bram Krikke, the free app arrives amid concerning statistics that 50% of Dutch adolescents fail to meet their recommended daily hour of physical activity, increasing their risk of detrimental health outcomes and poorer performance at school and work.TREND BITEMental wellbeing is becoming the new KPI for youth-focused products, with gamified fitness solutions gaining traction. Lawa's approach exemplifies how the "play economy" is merging with wellness, framing healthy behaviors as fun competition rather than another must-do. The game's model of "movement as micro-motivation" builds on lessons from successful predecessors like Pokémon GO, but adds the powerful social component of peer competition. What health behaviors could your brand transform through gamification and positive social pressure?
What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year? Read the full article at MarketingProfs
Learn how to run structured A/B tests that support CRO and minimize wasted spend with data-driven hypotheses and segment-specific strategies. Read more. Read the full article at MarketingProfs
