Chief Marketer https://www.chiefmarketer.com/ The Global Information Portal for Modern Marketers Mon, 22 May 2023 16:42:51 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.2 Key Insights From the 2023 Experiential Marketing Summit https://www.chiefmarketer.com/key-insights-from-the-2023-experiential-marketing-summit/ Fri, 19 May 2023 18:29:47 +0000 https://chiefmarketer.com/?p=276403 A recap of this year's Experiential Marketing Summit.

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The just-wrapped Experiential Marketing Summit gathered more than 1,000 members of the event marketing community in Las Vegas last week to share insights, marketing tactics and community-building strategies amid a post-pandemic climate. Event Marketer has the story.

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Absolut Marketing VP Matt Foley on Activating in the Metaverse https://www.chiefmarketer.com/absolut-marketing-vp-matt-foley-on-marketing-in-the-metaverse/ Fri, 19 May 2023 18:20:46 +0000 https://chiefmarketer.com/?p=276401 Matt Foley, VP of Marketing for the brand, discusses its metaverse strategy.

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In the metaverse marketing space, first-mover Absolut has seen value in experimenting with Web3 activations, despite some marketers’ mixed feelings about investing such experiences. In an article for PRNEWS, VP of Marketing Matt Foley discusses the brand’s metaverse strategy, approach to measurement and the company’s plans for the future

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How Car Sharing Company Turo Uses Personalization Tools for its App Experience https://www.chiefmarketer.com/how-car-sharing-company-turo-uses-personalization-tools-for-its-app-experience/ Fri, 19 May 2023 18:13:11 +0000 https://chiefmarketer.com/?p=276399 What the company has learned about consumer behavior on digital platforms.

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Peer-to-peer car-sharing company Turo relies on customer behaviors and preferences of users on its platform to identify patterns and make specific product recommendations. Here’s what the company has learned about consumer behavior on digital platforms, according to an article in AdExchanger, and how it’s strategizing to “stop the scroll” with ad content that cuts through the clutter.

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How DoorDash and e.l.f. Beauty Leverage First-Party Data to Fuel Personalized Experiences https://www.chiefmarketer.com/how-doordash-and-e-l-f-beauty-leverage-first-party-data-to-fuel-personalized-experiences/ Fri, 19 May 2023 17:47:29 +0000 https://chiefmarketer.com/?p=276397 For first-party data-rich companies like DoorDash and e.l.f. Beauty, the key to leveraging consumer data to create exceptional brand experiences is honoring the implicit value exchange.

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Consumers expect highly-personalized experiences when interacting with brands today—particularly if they’ve volunteered their time, money and personal information in exchange for them. But it’s what you do with that data that counts.

For first-party data-rich companies like DoorDash and e.l.f. Beauty, the key to leveraging consumer data to create exceptional brand experiences—while also adhering to privacy stipulations—is honoring that “implicit value exchange,” according to DoorDash CMO Kofi Amoo-Gottfried, who spoke on a panel at the POSSIBLE marketing conference in Miami last month.

The two companies have mined scores of data sets to fuel innovative marketing programs as creative solutions for their customers. For instance, the data insights team at DoorDash noticed that some consumers were ordering twice on the platform from different stores within a short period of time. So to solve the problem—and ultimately enhance the user experience—the brand created a new service called DoubleDash, which allows users to purchase items from nearby stores without the added service or delivery fee that incurs from multiple orders.

The advantage of having access to a trove of first-party data is that it’s actionable, which inspires marketers and their cross-functional teams to make decisions as close to real-time as possible. “We have something like 25 million monthly active users on our platform, so we have an enormous amount of first-party data,” Amoo-Gottfried said. “It’s coming right from the platform; it’s coming from behaviors.”

Another data point DoorDash is monitoring is communications to drivers, whom they refer to as “Dashers,” in real-time. “If a Dasher goes to a store and a store’s closed, we actually get a note,” Amoo-Gottfried explained. “But then how do we get the feedback from the Dasher that the store is closed? And in real-time, and take that store down and say, ‘this store’s closed, here are some other options that you have.’ We’re constantly learning as we go, from everything [in the app].”

First-Party Data Magic

Similarly, e.l.f. Beauty draws insights from its passionate community of loyalty members. “That’s where the first-party data magic really comes into play,” according to Ekta Chopra, the brand’s Chief Digital Officer, who spoke on the conference panel alongside the DoorDash CMO. “Our app has 1.2 million downloads, and 95 percent of our loyalty members love to shop in the app. So we learn how they like to shop, and which channel… As a brand that is in every single retailer, we don’t care where the consumer shops. But we do want to have that relationship with the consumer. The first-party data really allows us to do that.”

Honoring that relationship by providing an enhanced experience while adhering to data privacy regulations is critical, however. “The most fundamental thing is the implicit value exchange,” Amoo-Gottfried said. “How do we help use this data to actually create a better experience, and how do we ensure there are a ton of guardrails?” That translates to actively deciding not to use certain subsets of data if they don’t serve that purpose, he said. “There’s entire categories of things that we won’t target on, even though we might be aware of what they are, because we think it’s problematic to target on that identity factor… Get the things that you actually need and don’t touch the other stuff. We try to figure out which pieces are most predictive.”

Chopra agreed that the relationship between brand and consumer starts with trust, and that’s something she takes very seriously. “As marketing leaders, you have to pay attention to that, because one data leak is something that will really hurt your reputation, and especially as a public company, it becomes a bigger responsibility.”

Data Privacy Hacks

For marketers who are laser-focused on data privacy and compliance, Chopra has a few tips. First, she recommends working with your legal team to ensure there are data privacy considerations when crafting your data processing agreements (DPAs) with vendors. “Depending on how big you are and what kind of data you’re storing, it can get really complex,” she said. “So having that strong partnership with your legal team is important.”

Second, your cyber security policy should include a data privacy component to it and be right-sized appropriately—depending on the size of your customer base—so that you have adequate insurance in case any data leaks occur.

Third, consider the sensitivity of the data consumers are sharing with you and practice good data hygiene accordingly. “They’re giving you certain information that’s really private in some cases, depending on if you’re in the medical field—and beauty there’s some elements, too,” Chopra said. “You should know where that data is transferring in your ecosystem, whether it’s this system or that system. There are tools, of course, that can do that. But from a good data hygiene perspective, understanding that is super important.”

While companies seek to mine more and more consumer data, great responsibility comes with that exercise. “As you become bigger, of course you want more data… but you should also know that it adds a layer of complexity with private information,” Chopra said. Moreover, at a certain point you may be asked to delete it—and you need to be ready for that and have the tools in place to prove it, she said. “So when people do come in and do an audit, you can show it to them.”

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DiGiorno Taps TikTok Influencers to Create Music Soundtracks About its Pizza https://www.chiefmarketer.com/digiorno-taps-tiktok-influencers-to-create-music-soundtracks-about-its-pizza/ Fri, 12 May 2023 17:30:29 +0000 https://chiefmarketer.com/?p=276348 How DiGiorno experienced an increase in brand awareness, favorability and sales through TikTok marketing.

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Gen Z audiences respond better to creative that doesn’t overtly feel like an ad, according to the marketing team at DiGiorno pizza. So for its latest campaign on TikTok, it’s paying influencers to create original soundtracks about the product. Because for younger audiences, a brand promoting itself is not nearly as effective as consumers talking about it—or in this case, singing about it. An article in AdExchanger explores how DiGiorno experienced a 3.6 percent increase in brand awareness, 6.8 percent uptick in brand favorability and 3.1 percent boost in sales using this strategy.

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How Paramount+ Recreated the Frosty Palace Diner From ‘Grease’ to Promote Its New Series https://www.chiefmarketer.com/how-paramount-recreated-the-frosty-palace-diner-from-grease-to-promote-its-new-series/ Fri, 12 May 2023 17:14:04 +0000 https://chiefmarketer.com/?p=276346 Paramount+ and media partner POPSUGAR marketed the streamer’s original musical series to both newcomers and superfans.

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Bringing to life an experience based on the iconic IP from the classic film “Grease” had to be authentic first and foremost. Event Marketer explores how Paramount+ and media partner POPSUGAR marketed the streamer’s original musical series, “Grease: Rise of the Pink Ladies,” by expertly striking the balance between catering to superfans and newcomers to the iconic franchise.

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Three Ways to Drive More ROI From Your Mobile Experience https://www.chiefmarketer.com/three-ways-to-drive-more-roi-from-your-mobile-experience/ Fri, 12 May 2023 16:53:26 +0000 https://chiefmarketer.com/?p=276344 Key steps to improve mobile product discovery along the customer journey.

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Mobile shopping—and in particular mobile product discovery—is at the forefront of ecommerce sales through 2024, despite the fact that research suggests unsatisfactory shopping experiences on mobile devices are causing nearly one third of American adults to opt out of purchases. An article in Multichannel Merchant reviews key steps to improve mobile product discovery along the customer journey, from strategically differentiating omnichannel experiences to creating a hyper-personalized mobile experience.

Photo credit: camilo jimenez on Unsplash 

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CMO Council Report: 66% of Marketers Moderately Confident or Worse in Achieving Goals Amid Economic Headwinds https://www.chiefmarketer.com/cmo-council-report-66-of-marketers-moderately-confident-or-worse-in-achieving-goals-amid-economic-headwinds/ Fri, 12 May 2023 16:28:58 +0000 https://chiefmarketer.com/?p=276342 As the industry prepares to meet potential economic headwinds, not all marketers are confident about achieving their goals.

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As the industry prepares to meet potential economic headwinds, 66 percent of marketing leaders are just moderately confident or worse in their ability to achieve their goals amid economic adversity and uncertainty, according to CMO Council’s latest report. Moreover, 78 percent of marketers surveyed expressed concerns about the lack of investment or budget cuts. The report, dubbed Outsmart Adversity: How CMOs Can Weather Economic Headwinds and Emerge Poised for Growth,” surveyed approximately 500 global marketing leaders.

When considering proactive solutions, the majority of them—68 percent—agree that it’s critical for CMOs to collaborate with CIOs to develop competitive customer experiences. That includes leveraging AI and data to become more predictive, articulating marketing’s value to impact revenue, and growing loyalty, retention and customer lifetime value through social and personalization.

Budgets

Though some marketing leaders lack confidence in dealing with economic uncertainty, deep budgets cuts are less of a concern, according to the report. Thirty-six percent of marketing budgets are increasing, compared to 33 percent decreasing and 31 percent staying the same. Similarly, martech investments are increasing for 36 percent of respondents.

Martech Investments

The report found that the top three marketing initiatives in the next 12 months entail orchestrating customer journeys to drive omnichannel experience (21 percent), drive customer acquisition and growth (20 percent) and leverage AI and data to scale analytics (17 percent). In terms of martech investments, these top four themes emerged: campaign execution and management platform, marketing automation platform, digital experience platform and customer data platforms.

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Presenting the Chief Marketer 2023 Future CMOs https://www.chiefmarketer.com/presenting-the-chief-marketer-2023-future-cmos/ Tue, 02 May 2023 22:01:09 +0000 https://chiefmarketer.com/?p=276296 We’re thrilled to announce that these 10 marketing executives have been named to our annual Future CMO program.

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CONGRATULATIONS TO THE 2023 FUTURE CMOS
We’re thrilled to announce that these 10 marketing executives have been named to our annual Future CMO program. The honorees were nominated by editors, colleagues and industry insiders, and were selected on the basis of a number of factors, including leadership skills, creative insights and a desire to innovate. Please join us in celebrating these trailblazers from some of the world’s biggest brands and most innovative marketing departments.

RENEE EDWARDS, DIRECTOR, GLOBAL SOCIAL MARKETING, IBM

COLIN FLEMING, EVP, GLOBAL BRAND MARKETING, SALESFORCE

DIANA HAUSSLING, VP-GM, CONSUMER EXPERIENCE & GROWTH, COLGATE-PALMOLIVE

REBECCA KRITZMAN, SVP, INDUSTRY & PARTNER MARKETING, EQUIFAX

EMEKA OFODILE, VP, SPORTS MARKETING, ESPN

MATT PARNELL, HEAD OF MARKETING & COMMUNITY, SONY ELECTRONICS

RICARDO MARQUES, VP, MARKETING, MICHELOB ULTRA

LUXY THURAISINGHAM, VP, GLOBAL SMB & PARTNER MARKETING, CISCO

KATE WINICK, SENIOR DIRECTOR, SOCIAL MEDIA, PELOTON

RONNIE YOKED, HEAD OF EXPERIENTIAL, ANHEUSER-BUSCH

 

Editor’s note: Credit for photo in feature introduction: Freepik

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INFOGRAPHIC: 75% of Event Marketers Believe AI Will Change Events https://www.chiefmarketer.com/infographic-75-of-event-marketers-believe-ai-will-change-events/ Mon, 01 May 2023 18:10:20 +0000 https://chiefmarketer.com/?p=276287 The results of Event Marketer's latest Pulse survey, on AI in events.

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CM sister pub Event Marketer conducted a survey of AI in events during the month of March, and 86 percent of respondents said they were not using AI intentionally right now. However, 75 percent do believe that AI will change the course of events. Explore these insights and others in EM‘s latest Pulse Survey.

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