The way companies handle people's data has significant implications for brand value and trust.
Three years ago, HBR used email to push out one promotion per week for the core business, with no testing, no creative updates, and thoughtful segmentation. How did they turn around a program grounded
in an aging, stressed database with primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate? Harvard
Business Review's Nini Diana, Dir. of Consumer Marketing, discusses how by 2022, they've made substantial improvements in messaging customers and readers.
The pandemic transformed the ways consumers shop for groceries with more than 70% of US Households buying groceries online last year. What does that mean for advertisers? How do we adjust our
marketing approach to capture consumers moving seamlessly between online and in-store? Head of Brand Activation, Lisa Mathison, will share how Hostess Brands has leveraged omni-channel media planning
and buying to reach consumers shopping when, where, and how they want.
Every automaker knows that cars are often tied to drivers' identities. Personalizing email messaging around a customer's specific auto model is not only relevant but incredibly powerful in building
loyalty. Advance Auto has been on a three-year journey to build its first-party data, leverage third-party inputs, and use predictive modeling to connect customers with their cars. Advance Auto
Parts', Senior Manager of Loyalty and Personalization, Chelsie Mitchell, explores incentivizing customers to submit more data, weaving in third-party and predictive models is fraught with missteps,
learnings....and significant payoffs in the end.
Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket
products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers and non-buyers in order to
tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and
what it takes to engage them whether players are on or off the field.
Email remains the main fundraising funnel for political campaigns. But as SMS becomes increasingly important for organizations, voter mobilization, and fundraising, integrating the two messaging
channels is critical. NRCC's Digital Fundraising Director, Taylor Black, shares learnings from recent Republican campaigns about how text and email can amplify and reinforce one another in unexpected
ways. The two channels can reference and even quote one another to create a cross-channel conversation with users.
"Many need to get better at extracting relevant data signals across channels, generating actionable insights, making insights available in real-time, and going deeper and more granular," Executive
Director Donovan Neale-May says.
While older generations might be more likely to have the means to acquire luxury goods, they are looking to Gen Z shoppers to inform them of what is trendy. Gen Z frequently seeks out
innovation. “That’s driving some legacy fashion houses to rethink streetwear and versatility,” with some premium legacy labels now dropping product more frequently and collaborating
with “up-and-coming” brands, per Sourcing Journal.
"Companies that make false claims about anonymization can expect to hear from the FTC," Kristin Cohen, acting associate director for the division of privacy and identity protection, writes.
Consumers are more likely to remember advertising that appears in the context of related content.
The report is from Stagwell's MMI and Harris Poll, which found that 98% says its important to work with brands that align with their values.
The biggest spending increase in June was Infiniti -- up over 13,200% after spending less than $20K on national TV last June.
Loyalty discounts on products or services are most sought by 79% of U.S. consumers, up from 71% only two years ago.
Tubular Labs, which provides insights from a variety of platforms, added data from search and domain activity to its Consumer Insights product to support advertisers, creators and publishers.
"Ad budget cuts are being led by former emerging categories that have run into massive headwinds owing to changes in consumer behavior and the funding environment," BMO's Daniel Salmon writes in a
report sent to investors this morning.
Only 20% of U.S. online adults said they are comfortable consuming content in an extended reality environment.
When omicron began surging in December, Ro became an unlikely destination for rapid Covid tests. With plenty of tests in stock, Ro strategized a CRM campaign to spread the word. In this fireside chat
with Amy Heir, Ro's Senior Director of CRM, you'll learn how Ro navigated the CRM push for rapid Covid tests and prioritized segmentation. Amy will share the steps her team took to make sure Ro could
get tests in everyone's hands. She'll touch on targeting, knowing your customer, testing, and more.
Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty CRM Manager, Liz Bowles Button of North Carolina Education Lottery, shared how
they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the
transient ticket purchase.
Through a combination of app and loyalty program usage along with local events, Fazoli's is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can
interact with customers in more personalized ways. At MediaPost's Brand Insider Summit QSR, Fazoli's Senior Manager/Brand Marketing, Erin Stevens, shares how cross-functional teams across the
organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.
Meta's AI unit built a model the company says is the first to translate 200 different languages with state-of-the-art quality validated through extensive evaluations for each.
Almost half of U.S. consumers said they read social media comments to learn what has been said about a brand. A similar number want to see brands respond to commentary.
As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this
smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around
recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
As Insomnia Cookies sought to rebrand its late-night snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole Geyer,
Insomnia Cookies' Brand Manager, explains how the Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility
design to customer recruitment and data gathering. From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few surprising results.
Horizon tapped long-time B2B marketing exec Chris Hummel to run its new unit.
The growing audience for streaming audio tends to consist of listeners who subscribe to ad-free versions of platforms like Spotify.
The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has
moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand
thinks about making WOW omnichannel.
The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and
celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to
Earl's portfolio of casual brands via third party apps, a dedicated loyalty program, and beyond.
As inflation drove up costs and pricing, the Checkers brands felt it was leaving a core value-driven customer behind. Instead of overall discounting, the brand leveraged its CDP to identify and
specifically message this segment with highly targeted discounts to motivate purchasing. Barry shares how they modeled this often elusive cash-based clientele and created tightly localized
cross-channel media to drive bargains to the ones who needed them most.
As of March, "Face the Nation," "Meet the Press" and "This Week" are all averaging 3 to 3.5 million viewers and have been for years, regardless of who is booked.
Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.