And Rising’s Post

An interesting article that makes one wonder if we marketers should start including #ConsumeResponsibly or #BuyResponsibly as a part of sales creatives. Or perhaps a disclaimer like "Sale events are subject to financial risk". What do you think?  #GreatIndianFestival #BigBillionDays https://lnkd.in/dbCpvGe9 PS: The ironies of modern day publishing:- a) The article talks about social proof ("200,000 people have bought this item!") as a not so desirable marketing tactic. And it uses the same tactic as part of the BE article template ("Read by: 1487 Industry Professionals" at the time I shared) b) the page was probably keyword / topic targeted with a roadblock creative promoting downloads of a festive playbook that probably tells marketers how to get consumers to buy more. 

Read a feature yesterday which claimed the retail media networks who ‘succeed’ will be those who deliver advertisers “incremental audiences”. In fact, I read that quite a bit… So why isn’t that 1st party insight applied to making a brands existing marketing work harder? Small, nuanced changes in the spaces where you’ve already qualified the audience is? Or, I could exploit Expedia’s first party insight to chase “dog lovers who like to travel” (always dog lovers isn’t it…) around the internet. I not sure that’s effective marketing. But I imagine it makes someone a lot of money 🤔 . The narrative around retail media is becoming increasingly pigeon holed, and focused on ‘incrementality’ in terms of eyeballs, not sales. Of course, I get this is where real commercial gains are made, otherwise why would Revolut/Expedia/all the shops suddenly want to monetise their 1st party data. Selling marketing insight, makes a fraction of what you’d make selling advertising solutions. But if this nascent space is ever going to sustain the trajectory of growth we’re seeing at the minute, there needs to be more talk around application. Everyone is crazy for 1st party (it would appear). How it’s effectively exploited beyond just targeting is somehow getting a bit lost. Retail media potentially captures new eyeballs (for non-endemic brands especially)…but potentially irrelevant eyeballs. This just won’t work for the little guys. How can you ever hope to invite unfamiliar-to-many-challenger brands into this space once you’ve squeezed the everyone-knows-them-big players? Assume as this shiny new thing matures, we’ll hopefully read more about ‘application’. I for one look forward to that. #PerseveringWithHashtags #marketing #retailmedia #AnotherRetailMediaPost #Sorry

GEN Z BROKE THE CONSUMER JOURNEY FROM: Awareness, consideration, purchase TO: Inspiration, exploration, community & loyalty Brand Growth POV, let’s get into it… 1️⃣ 🫱🏼🫲🏾 INSIGHT - Gen Z is craving community, as the “loneliest” generation 🔥 TAKEAWAY - Brands that create a universe provide a sense of belonging & loyalty 2️⃣ 👑 INSIGHT - Instead of being overwhelmed & ignoring advertising, Gen Z is searching for the gold among the clutter 🔥 TAKEWAY - Be unignorable. Gone are the days of playing its safe, be real but not timid 3️⃣ 🔎 INSIGHT - Social is used as a search engine not necessarily purchase driver 🔥 TAKEAWAY - Be an educator not a salesperson adding value vs hitting on speeds & feeds What are your takeaways from the recent Vogue Business article? https://lnkd.in/gBRYKGtm

How addicted are you to shopping? Have you seen an outfit on Instagram and bought it on the spot? I know I have! That's #ContextualCommerce in action. ⬥ Ever heard of that marketing concept? ⬥ It's this sneaky way of shopping that fits right into our daily lives. ⬥ Instead of us going to the shop, the shop comes to us, wherever we are, making buying things super easy and natural. Picture this. You're watching your favorite cooking show, and Ramsay brings out this amazing frying pan. You think, "I gotta have it!" With "contextual commerce", you could buy it right there, without leaving the show. This magic happens because technology (like AI) knows what we like and brings us deals when we're most likely to want them. ⬥ Social media platforms are getting into this big time. ⬥ Instagram is a good example. Sometimes, you don't even notice, how you just bought something for your cat. A minute ago, you were watching funny cat reels. It's changing how we shop, making it a part of our everyday moments. ⬥ It's a whole new playground. And it's just the beginning. ⬥ It's not just about getting noticed anymore. ⬥ It's about being there in the right context. The future of shopping is wild. 𝗪𝗵𝗲𝗻 𝗱𝗶𝗱 𝘆𝗼𝘂 𝗹𝗮𝘀𝘁 𝗯𝘂𝘆 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗼𝘂𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗯𝗹𝘂𝗲? ⭣⭣⭣ 𝐈𝐟 𝐲𝐨𝐮 𝐟𝐨𝐮𝐧𝐝 𝐭𝐡𝐢𝐬 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐟𝐮𝐥: ⤷ Click the “Repost” button ⤷ Hit “Follow” for daily insights ⤷ Connect and just say 👋 Martin Palmet #Marketing #Business #Innovation

Ad Age outlines the issues that are top-of-mind as marketing executives prepare for the second half of the year, including shifting consumer preferences, the looming presidential election, skyrocketing use of AI, and CMOs are struggling to connect with customers due to mounting political pressures regardless of political affiliation. Marketers are also grappling with how to navigate culture clashes. Ilona Aman, chief marketing officer of Athleta, said that the brand is focused on uniting its female shoppers despite their differences. Brands are already increasing their use of AI for ads. In fact, a recent Forrester report found that 45% of CMOs said AI will lead to smaller marketing departments. In recent months, several brands, including the LEGO Group, Under Armour and Toys"R"Us R Us, have already turned to AI for ads. While Toys R Us’ 60-second brand video, which was created using OpenAI’s new text-to-video tool, Sora, was lambasted for its quality by the creative community, experts worry at how quickly the technology is evolving. Another continuing worry for marketers revolves around measurement, particularly amid the end of the cookie (although Google has a habit of delaying its demise). A recent report from marketing analytics firm WARC suggested that advertisers are not ready for this. “Marketers are leaving value on the table by failing to measure the full impact of their marketing investments,” https://lnkd.in/eXKJV_pu #digitalmouth #digitaladvertising #ROAS #AIadvertising #politicalads

Beyond the Buy Button: The Influence of Social Commerce Consumers used to go shopping, grab the items on their list and head home, but, social commerce is revolutionizing the traditional experience. Creators have enabled consumers to easily find authentic reviews for the new shirt they have been eyeing, discover hidden gems they wouldn’t find in person, and make purchases in a matter of seconds. “[Creators] are the breakthrough in how we communicate” - President Joe Biden of the United States said at the first White House Creator Economy Conference. Consumers are driven to stay ahead of trends and are turning to creators to showcase the latest must-have items. By tapping into this need for inspiration, creators not only showcase emerging trends but also fulfill the consumer’s desire to discover and find products they might not have known they needed. President Biden emphasized to creators, “You’re trusted. And it makes the difference.” #Hypelinks #AffiliateMarketing #SocialCommerce #OmnichannelMarketing

Monday fun for a certain mindset.  If you didn’t go for the pain-and-pleasure that comes with trudging cover-to-cover on the Sunday New York Times, you likely missed a minor excursus around the word “phygital.”  Actually, was easy to miss in the business section, smooshed between Americans bitching about the startlingly strong economy and the bizarre travesty of Caitlan Clark’s $76,535 WNBA salary. In case it’s unfamiliar, the word is a portmanteau of “physical + digital,” and, when applied to retail, it broadly refers to the twin marketing realms merchants now need to master in order to keep the doors open for more than organized shoplifting. Of course, the Times being the Times, the piece got all wound up around the axle of whether phygital is a better term of art than “omnichannel”; a debate which sounds more likely to come out of nerd village, by way of the deep weeds, but actually is a thing. Writ simply: the former neatly divides the world into two - the shopping that happens online versus the offline that clicks in when the consumer wants to touch and feel. The former is likely easier to manage—binary being easier to budget than omni, but the latter might more accurately reflect reality. But beyond hair-splitting semantics, I tend to think the article missed the real merit of thinking in “phygital” terms. The remarkable Bob Brihn makes a fascinating point that one real survival strategy for stores might involve rethinking them as venue where the advertising comes to life, and life comes to the newly tangible advertising It’s the kind of change that changes everything: instead of having to serve up a fully stocked warehouse with every model and size on hangers and those very expensive shelves, you need only a modest representation; one more there marketing purposes as much as direct sales. That’s true phygital thinking and I’d venture to say it has equal life-extending legs for larger (department stores and malls) as it does for stand-alone. And, as we all know in rapidly evolving ecologies, legs are what it takes to win the race.

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THE MONDAY MORNING MARKETING TEAM MEETING CMO: "Happy Earth Day, team! I'm excited to see what you've worked on for today and this week. Also looking forward to the organic social and SEO strategies you've brainstormed for the summer. We're expecting 5-10% growth with the upcoming product launch." Marketing team: "Oh...well...we have this." CMO: "What is this?" Marketing team: "It's a play on the track list from Taylor Swift's new album. We have like 12 pieces of content dedicated to this." CMO: "But...we're a laundry detergent brand." #marketing #earthday #torturedcontentdepartment