Before Discover launched its massively popular “Especially for Everyone” commercial and brand platform featuring comedic darling Jennifer Coolidge, the company set out to verify precisely what consumers valued about the brand.
They had an idea, of course. They knew that the credit card’s cash rewards and no annual fee features were beloved, for instance. Nonetheless, verification through data and insights was critical.
“If we think these brand measures are so important, let's make sure they actually are,” said Jennifer Murillo, SVP and CMO at Discover Financial Services, at an Advertising Week panel in New York City last month. “In looking forward from that point, we were able to make sure we had very tight correlations between our brand measures and what was actually showing up in terms of business results.” Read how insights and a collaborative approach led to the campaign’s success.
Also at AW New York, Anthropologie CMO Elizabeth Preis spoke about the clothing brand’s journey toward becoming digitally-proficient, how it’s marketing to younger audiences and the company’s push toward creative diversification.
In light of the looming demise of third-party cookies in 2024, marketers are tapping other tools to learn about their audiences and reach consumers most likely to purchase their products and services. A solid content-based marketing strategy—which entails letting the content show you where to reach customers as opposed to cookies—is emerging as a viable option for locating and converting high-intent shoppers. Here are its advantages.
Speaking of cookies… Website tagging is a more critical element of first-party data capture and digital measurement as the industry moves closer to the phase-out. Read why it should be prioritized by website owners to support privacy preferences and consent measures.
Lastly, here’s how State Farm uses its treasure trove of consumer data to assess—as accurately as possible—a customer’s stage in their buyer journey.
Until next week,
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