• by Steve Smith  @popeyesm, September 10, 2024

In this edition of Quick Questions, Dennis Maxwell, Sr. Director, Performance Marketing at Zenni answers questions about Google’s cookie turnaround, emerging media channels, which celebrity wears sunglasses the coolest and more. 

1. Google’s cookie turnaround. Good news for performance marketing or just more uncertainty and inconsistency? 

Great news for performance marketing! Modeling has come a long way for large advertising outlets (Google, Meta, etc.) but performance in smaller advertising outlets would have had drastic negative impacts with full cookie deprecation. Tech providers and brands still need to focus on operating without cookies to some extent due to privacy laws across the country that limit the reach of cookies.

2. What has been the biggest shift in the DTC eyewear battle for market share since the pandemic? 

DTC eyewear had a huge covid spike, but as stores reopened, the online sales share decreased. The last couple of years have had the first decreases in online sales in memory. The reduction of online purchases and the introduction of many new niche eyewear brands have been the most significant challenges to maintaining growth. At Zenni, leadership has decided to hire top talent in-house across disciplines to ensure we can still grow through these turbulent times.

3. What emerging media channel will be the next big opportunity for e-commerce? (i.e., gaming, esports, virtual worlds, TikTok, DOOH?) 

I wouldn't call TikTok an emerging media channel. If a brand hasn't made TikTok work as an advertising platform, they are behind the times. Zenni has started investing in Esports by sponsoring leagues, teams, and events, leading to new demographics purchasing our state-of-the-art Blokz blue light-blocking lenses. We've also doubled down on esports recently by releasing a fashionable Blokz + Tints lens line.

4. What is the most overhyped tech in the marketing space? 

AI. While the hype is astronomical, there are some great use cases for AI in the workplace. At Zenni, we are investing in training our creative team on AI tools and hiring specific AI roles. We hired our first AI video producer a few weeks ago. We are also utilizing AI extensively in ad platforms for creative and bidding. Over the last few months, we've invested significant time in training models for AI creative, leading to more hours invested than traditional creative work. Our bet is that this upfront work will help increase creative velocity in the long run.

5. Who is the coolest looking sunglasses wearing celebrity ever? 

Easily Tom Cruise's aviators from Top Gun. I suggest you drop an image of him in Zenni's image search and see all the cool aviator styles we offer!

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