Savvy marketing professionals know that to make an impact they must meet consumers where they are. Increasingly, it’s also where they prefer to be reached.
Case in point: Apple’s recent implementation of App Tracking Transparency that requires publishers to ask permission from users to be tracked. Consumers are presented with the option to opt-out—and it’s altering marketers’ digital campaign targeting significantly.
Email marketing, on the other hand, has the advantage of being an opt-in channel—and conversion rates from promotional campaigns were way up in 2020, according to data from Omnisend. We look at how marketers can focus on growing email marketing and consider other opt-in channels to communicate with customers.
In just its first year, AHA Sparkling Water—Coca-Cola Co.’s first new brand in more than a decade—garnered an 8.3 percent share of the unsweetened, flavored sparkling water market. And that was without a full campaign—and during COVID. Now, it’s ramping up promotion with a 360-degree marketing campaign anchored around comedic spots, OOH, radio advertising and psychographic targeting. We spoke with Ulises Ramírez, Coca-Cola’s Group Director, Water Portfolio, about the rollout.
In January 2021, Godiva announced the closure of its 128 North American boutiques and cafés. Naturally, COVID played a role in that business decision. But according to CMO John Galloway, the brand had already started to pivot and refocus on CPG and ecommerce. We look at the chocolate brand’s new marketing campaign, which positions its products as accessible while maintaining its premium cachet.
Finally, we profile HBO’s recent influencer-driven campaign to promote its new fantasy-genre series “The Nevers” with a premium unboxing experience. The intricately-designed kit wowed a highly-targeted group of influencers and superfans—and surpassed the network’s campaign benchmarks to boot.
Until next week,
Kaylee Hultgren
Group Content Manager
Chief Marketer
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