Chief Marketer
we've got a lot to talk about
December 6, 2020

Like everything else in 2020, consumer shopping habits during the holiday season have evolved. For one, Black Friday deals are happening all month, and consumers are more likely to make purchases during these blockbuster events. We look at how this retail behavior trend is fueling the need for marketers to produce fresh creative for ad campaigns and employ a more flexible, agile approach to audience targeting.

With lockdowns remaining a reality for the time being, brand marketers are getting creative with their engagement tactics. The “reverse” activation trend, in which brands deliver experiences to consumers’ doorsteps, is one way to reach them, albeit at a smaller scale. Here’s how Chase, Southwest Airlines, The Home Depot and others have embraced the trend.

Meanwhile, payment app Klarna is leveraging the growth of esports and gaming during the pandemic as a means to reach consumers through shoppable livestreamed Twitch events. Check out how the brand engaged this group through access to esports pros, guest appearances from musicians and a chance to win gaming gear.

Lastly, we look at how musician Wyclef Jean worked with Google and BBH NY on a campaign to support Black-owned businesses hurt by the pandemic. Through providing links to resources and assistance and spotlighting Google Search’s “Black-owned” attribute, the campaign provides an assist for companies struggling for visibility amid a sea of competition. 

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.

This newsletter is brought to you by:

Melissa


 
How B2B Marketers Can Use CTV and OTT to Connect With Customers

B2B marketers might consider targeting prospects where consumers are spending more of their time: over-the-top and connected TV.
Read More

 
McKinsey Report: Navigating New Shopping Behaviors for Holiday Season During Pandemic

New behaviors shoppers will exhibit during the holidays, according to the report, and insights from McKinsey executives on how retail marketers can set up for a successful season.
Read More

 
Three Strategies for Creating a Diverse and Inclusive Organization

Creating a diverse and inclusive organization can be achieved by focusing on recruitment, retention and education.
Read More

 
SAP Customer Data Platform to Launch Globally in November

SAP has entered the ring with its own CDP offering that will be available globally next month.
Read More

 
Producing Winning Holiday Campaigns: Three Strategies for Retail Marketers

Three approaches for producing winning holiday campaigns in this new normal.
Read More

 
Partner Content
HOW 'PREPARED' CMOs SEIZED 2020

It’s no secret, over the past eight months the role of the CMO has become more complex than ever imagined. While no one could have predicted the pandemic, the findings from the dentsu CMO survey 2020 indicate that some marketing leaders report feeling better prepared for the road to recovery than others.

Facebook   Twitter   LinkedIn

read more about
How 'Prepared' CMOs Seized 2020
Shopper Marketing in the Age of COVID
Brands on Fire
Marketers on Fire
Cigna, First Entertainment Credit Union and Papa Murphy's CMOs
Aligning Marketing and Communications Teams