Chief Marketer
we've got a lot to talk about
May 29, 2022

Statistics about the importance of brand purpose and its impact on purchasing behavior abound in the marketing industry. Here’s one: 66 percent of online respondents would consider a company’s purpose when deciding to make a purchase, according to Porter Novelli’s 2021 Purpose Perception Study. And the numbers increase when considering trust, loyalty and even forgiving a company if it slips up.

So, when Elizabeth Drori joined as CMO of Sperry footwear last November, she begin establishing a purpose platform—grounded in its 87-year history—designed to break through beyond the boat shoe. Read our conversation with Drori about the evolution of the Sperry brand, fashion merchandising strategies tapped from her Walmart days, how the company uses data from product launches to optimize consumer messaging, and more.

In the world of programmatic, many significant brands have pledged to spend more ad dollars with Black-owned publishers—but that investment has lagged. So, faced with a lack of inventory in the Black-owned media ecosystem, Procter & Gamble took matters into its own hands and decided to build multicultural audience segments to fuel private programmatic media deals within The Trade Desk platform. Learn more about P&G’s strategy for reaching multicultural audiences and how it’s boosting inventory industry-wide.

Marketers, take note: Concerns over inflation and its effects on household incomes are causing consumers to consider buy-now-pay-later options for purchases beyond those they're typically used for, according to a Harris poll commissioned by Sunbit. We review these new consumer shopping patterns and how brands can react to such concerns.

We’ll end on a lighter note: Pizza Hut delivered for millennial and Gen Z consumers who were “on the struggle bus”… by showing up in an actual struggle bus. Here’s how the IRL pop culture meme—full of comfort food, relaxing videos, selfie opportunities and even beds for power napping amid pepperoni pizza-themed blankets—cruised to success.

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.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

Drone Racing League CMO Anne Marie Gianutsos on Social Engagement, U.S. Air Force Partnership and the Metaverse

We spoke with Drone Racing League's CMO about the property’s explosive growth, the U.S. Air Force partnership, fan engagement on social and more.
Read More

Seven Brands Present Insights on Contingency Planning in Event Marketing

Tips and insights on preparing and pivoting experiences, offered up by marketers leading teams at the likes of Dell, Sleep Number and HBO Max and more.
Read More

2022 Upfront Themes: Streaming Video, Film Content and Live Sports

Key themes presented to media buyers at the 2022 Upfronts, including alternative currencies, film content and the enduring appeal of live sports.
Read More

Considerations and Caveats for Marketers Tapping Virtual Influencers for the Metaverse

What brands should consider when tapping virtual influencers for their campaigns.
Read More

CMO Corner: A Chat with Shari Hofer, Chief Marketing Officer of Wiley

We spoke with Hofer about Wiley’s rebrand, its new marketing technology strategy, tactics used to maintain productivity across a global marketing organization during the pandemic, and more.
Read More

Partner Content
Who Says Marketers Can’t Be Stars?

Ready to headline the show and gain a huge fan base of clients? Well, it’s your time to shine! Identify trends, craft top-ranking content, and grow organic traffic. Plus, simplify team workflow—all with one easy-to-use platform. Try Semrush Free.

Facebook   Twitter   LinkedIn

read more about
Loyalty Marketing: The Key to Unlocking Data
The Secret to Driving Revenue in 2022 and Beyond
Critical Data Enabling Brand Outcomes and Media Value
Never Mind the Next Normal: Bring On the New Now
People Attend Events--But They Join Communities
Global Versus Local Marketing and PR for Luxury Brands