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Digiday Media’s CMO Summit on July 19-20 covered some of the big issues facing marketers in this pivotal year, including the new timeline for the phase-out of third party cookies.
For brands that focus on seasonal products, marketing efforts can be tricky to balance throughout the year. Rosé makers, for example, often have to plan for quiet winter months and demand surge during the summer. Yes Way Rosé, which primarily focuses on French-made rosé, is testing out new strategies so that it doesn't rely on only the summer months for sales.
While McCormick has previously partnered with other brands to co-launch a product -- Frank’s RedHot Goldfish is one example -- this is the first time an influencer has created an original McCormick product. That is important because, although fashion and beauty brands have forged similar influencer partnerships for years -- the D’Amelio sisters’ fashion line with Hollister is one rough equivalent -- that model of influencer-branded products is spreading into other industries.
On Tuesday, Marriott Bonvoy and Pinterest teamed up for the latest activation in Marriott’s broader “The Power of Travel” campaign, a multi-platform investment across streaming platforms, social platforms and even gaming platforms like Twitch. The hotel chain is adapting to a new travel landscape, moving away from its traditional business-traveler consumers and instead shifting platform spend to appeal to younger and leisure-focused travelers.
After a year of vying for shelf space and digital customers, premium beverage companies are strategizing how to retain their newfound customers. Startup brands like Olipop, Sunwink and Swoon are looking for new long-term ways to keep shoppers replenishing as the pandemic winds down.
As retail brands migrate their ad dollars toward commerce-focused sites like Amazon or Instacart, or up-and-coming social apps like TikTok, outlets like Nextdoor, are also getting a second look. Brands like Stop & Shop, Imperfect Foods and Hershey’s have all invested in Nextdoor ads over the past year, and the social platform is especially gaining interest among grocers looking to run heavily local campaigns.
The auto industry is famous for its pricy television commercials: during the 2020 Super Bowl LIV, for example, auto manufacturers invested $77 million in television ads, outpacing any other product category, according to data insights firm Kantar. However, brands like Honda, Hyundai and Toyota are increasingly shifting investment to digital platforms like Twitch, Pinterest and Instagram, for new campaigns.
These days, brands going viral on TikTok is becoming the norm, leading these brands to build on the buzz by creating challenges or releasing in-demand products. The latest example is Gap, which is re-issuing its recently-viral vintage hoodie and crowdsourcing which new color it will release next.
Next month, McDonald's will become the latest fast food chain to introduce a customer rewards program. McDonald's Rewards is meant to help the company continue growing digital orders while gaining customer data, as more fast food chains launch loyalty programs.
Crumbl Cookies first opened in 2017 with a single storefront in Logan, Utah and sold only chocolate chip cookies. Since then, the retailer has expanded to 220 locations in 30 states and 140 plus flavors. The keys to the brand’s success are a rotating flavor drop model, social media savvy and a commitment to digital integration at every touchpoint.
As the country opens up again and Sweetgreen continues its expansion into new markets, the fast-casual salad chain is starting to invest more in out-of-home advertising. Doing so is meant to “amplify the marketing we’re doing online,” according to Nathaniel Ru co-founder and co-CEO of Sweetgreen.
The fact that a major fashion brand like Gucci is investing in Roblox underscores how, in recent months, retail brands have increasingly been eyeing ways to build out a presence on the platform.
Modern Retail spoke to Becca Sawyer, head of small business and operations at TikTok, about how the company is pitching itself to small businesses. Sawyer, who has worked at the company since May 2020, is leading an effort to expand TikTok’s offering to the business world.
Many brands see immense potential in YouTube's new video unit Shorts. And while Shorts is often cast as a mere TikTok doppelgänger, its unique infrastructure, and especially its search tools, might make it an especially appealing home for brands looking to create content that retains longer-term relevance.
Streaming and CTV have taken on new importance over the past year, both as people are watching more TV during the pandemic, and amidst an upheaval in digital marketing. As a result, DTC brands are speeding up their efforts to test out TV advertising, to break up their reliance on Facebook and Google.
Every interaction a customer has with a brand is an opportunity to nurture the customer-brand relationship. This report highlights tactics that top brands are using to improve the customer experience.
After acquiring Transplace for $2.25 billion, Uber Freight is cementing its status as an important player in the growing world of digital freight brokerage. But it is also opening itself up to an entry into the parcel shipping space.
Read MoreAt Modern Retail’s Livestream Commerce Trends, we’ll explore how the growth of livestream and video shopping trends are transforming how retailers, brands and marketing teams are engaging with consumers in-stream and live across social and owned-and-operated websites.
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