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. Here’s how the two companies have mined scores of data sets to fuel innovative marketing programs as creative solutions for their customers.
Speaking of personalization, 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 and how it’s strategizing to “stop the scroll” with ad content that cuts through the clutter.
Over in the metaverse, first-mover Absolut has seen value in experimenting with Web3 activations, despite some marketers’ mixed feelings about investing in the space. Matt Foley, VP of Marketing for the brand, discusses its metaverse strategy, approach to measurement and the company’s plans for the future.
Lastly, check out this recap of the just-wrapped Experiential Marketing Summit, which 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.
Until next week,
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