Clean beauty brand Beautycounter is running a multi-channel campaign with the tagline "Looking Good is Only Half the Picture," as part of a continuing effort to spark positive social change. The campaign is running across social and print media and on billboards and other outdoor venues in Los Angeles and New York City.
Shutterstock Chief Marketing Officer Lou Weiss talks about how digital and social platforms have empowered people and made it more important than ever for brands to create meaningful relationships based on authenticity and to deliver relevant experiences. "The sophistication that customers -- whether they be B2B or consumers -- expect has just gone up massively over the last 10 years as millennials and Gen Z, who are all digitally native, start to come into the professional workspace," he says.
Paige O'Neill, global chief marketing officer at Sitecore, discusses the importance of having C-suite consensus on digital transformation strategy, why it's essential to identify quick wins while looking to the future and how transformation is being driven by customer expectations. "The mandate customers have given brands is so strong, we're willing to put ourselves through these multi-year projects and come out the other side because we need to modernize," she says.
Some fashion brands are expanding their apparel marketing by taking a more community and organic approach to marketing by putting their brands into real-life settings where they are made to be worn. Men's activewear brand Rhone plans to begin offering fitness classes at W Hotels in New York and New Jersey, while DTC maternity brand Hatch offers birthing classes for expectant mothers.
Spotify has integrated with Snapchat to enable users to share playlists, podcasts and songs within Stories and Snaps. Users of the streaming audio service simply have to tap share and choose Snapchat from a drop-down menu to create Stories or Snaps with the desired content and album art.
Facebook usage by baby boomers and consumers ages 74 and above has risen by double digits in the last four years and smartphone use by baby boomers has increased from 25% to 68% since 2011, the Pew Research Center reports. The study also found that social media use among millennials has stayed steady since 2012 but, for those age 39 and older, has risen by a minimum of 10 percentage points.
Marketers estimate that roughly 21 cents of each media dollar spent during the past year was wasted because of poor data, which equates to a $1.2 million loss for a midsize business and increases exponentially for larger enterprises, according to a Forrester Consulting report. Marketers said their most significant hurdles related to lackluster data quality are faulty targeting, customer churn, reduced productivity, subpar customer experience and inaccurate marketing and media performance.
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