Ricardo Rodriguez, marketing manager of online retailer Zen, talks in this interview about leadership roles for Hispanics in the footwear and fashion industries. "Latin women and men need to be represented and be able to support ideas that they know will work from experience," he says, adding: "Latinos hold major buying power so its obvious that we should have more representation from inside. There is absolutely room for more."
Chief marketing officer confidence is dropping but, overall, consumers think brands are responding well to the current environment, according to Deloitte Insights' Global Marketing Trends 2021 report. Marketer and consumer data gleaned for the report indicate that flourishing brands will have a sense of purpose, utilize agile strategies, focus on making human connections, build trust, deepen customer engagement and forge partnerships with other brands.
QR codes are proliferating amid the pandemic and, as consumers become increasingly comfortable with them, brands are using QR codes on packaging to enable shoppers to unlock product information and launch augmented reality experiences. "Brands are understanding that connecting their packaging presents a very significant data opportunity and will help them to understand who buys and uses their products and enable them to transform their direct to consumer relationships," says SharpEnd's Cameron Worth.
Kenshoo's Amazon Prime Day analysis reveals that clients spent 3.8 times more on ads during the two-day event and realized 2.6 times the lift in conversion rates compared with the month prior. Computers and consumer electronics brands led business verticals in ad spend, and the average order size increased 91% for advertisers.
A recent study conducted by Krzysztof Franaszek using the Adalytics tool he created found only 32 of nearly 5,000 ads served into his browser during one month were actually "relevant," writes Augustine Fou. Targeting is always wise but hypertargeting can backfire because communications are often driven by inaccurate data, rely too often on retargeting or are curated via lackluster data, suggests Fou.
Livestreamed shopping hosted by influencers is projected to generate $135 billion in revenue this year in China and platforms such as Amazon, Instagram and TikTok are increasingly offering support so US brands tap into the trend, writes Sean Choi. He suggests brands test different offerings to determine what resonates with audiences and to remember that audiences don't expect "overly glamorized, polished posts" and actually "embrace imperfection resulting in a more authentic experience."
A clip of a young woman being interviewed by a local news station in Boston about why she's voting early has gone viral on Twitter with 1.7 million views. The footage shows her holding a Dunkin' cup and saying, "I got my Dunkies and I'm ready to vote."
WarnerMedia has gone live with an in-car video service that smartphone and tablet users that subscribe to AT&T's unlimited data plan for connected vehicles can access for free in 27 automotive brands. WarnerMedia Ride includes content from Turner's networks, Bleacher Report and other brands with plans to add HBO Max's entire library next year.