Another socially-distanced holiday is upon us. And that has some brands preaching self-love this Valentine’s Day. Like Hotels.com, which is asking travelers to reserve a dumpster for their trash ex for a chance to win a $300 credit toward their next solo getaway. The reservation isn’t real—but the booking confirmation email is. Creative, proactive and potentially therapeutic. We’re all for it.

In other news, sustainable business practices are making headway. General Motors announced a goal of achieving carbon neutrality by 2040. And other companies, including Anheuser-Busch and Nike, are creating products that minimally impact the environment. It’s the socially responsible thing to do—but it’s also good business. Here’s a rundown of some of the brands taking action.

Appealing to socially-conscious consumers is another tactic marketers are using to reach new audiences. SAP, which regards brand purpose as an integral component of its business strategy, recently launched a digital series that highlights other companies and organizations that are championing social and environmental issues.

On the digital advertising front, we explore contextual targeting, a technique that involves placing digital ads next to relevant content. It’s gaining more traction as marketers prepare for a cookie-less future. Here’s how brands can move from minimal contextual targeting to a more granular approach focused on testing, measuring performance and dynamic creative messaging. 

Lastly, the pandemic forced many brick-and-mortar businesses to adopt new digital marketing tactics in order to stay afloat. We look at how one fitness brand used five key lessons from digitally-native businesses to pivot successfully.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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