Chief Marketer
we've got a lot to talk about
June 5, 2022

Chief Marketer’s monthly Marketers on Fire series spotlights high-level marketing executives at the top of their game, leading agile teams, harnessing innovation and embracing the latest marketing trends that move the needle for their brands.

Thus far this year, we’ve delved into the data-driven strategies honed by ZenBusiness CMO Ryan Pitylak, the pandemic-inspired pivots helmed by Labcorp CMO Amy Summy, the Drone Racing League’s social media success led by CMO Anne Marie Gianutsos, and plenty more. Explore the winning strategies used by these industry heavyweights and others in our latest roundup of chief marketers killing the game.

Speaking of data-driven strategies, savvy marketers are developing new ways to target consumers using first-party data in anticipation of third-party cookie deprecation. But how exactly is first-party data defined? And how does it relate to consumer privacy, data collection and consent? We look at what the phrase actually means, plus the differences between various types of data collection.

Meanwhile, a brand that’s carved out a successful program as an alternative to third-party data is The New York Times. What’s more, the tools that it’s building will support various parts of the company beyond the marketing department. We take a look at how the Times’ data strategy supports a view of the customer journey from end to end.

Lastly, when it comes to expanding the reach and value of your marketing efforts, highly-curated brand partnerships are an attractive option that won’t explode the budget. We look at considerations for marketers looking to partner up—from community alignment to event sponsorships to tapping channels that make the greatest impact.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com 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:

 
Brands on Fire: Sperry Footwear Chief Marketing Officer Elizabeth Drori on Building Brand Purpose

A conversation with Sperry's CMO about the evolution of the brand, fashion merchandising strategies, data use cases and more.
Read More

 
How Procter & Gamble's Programmatic Strategy Is Supporting Black-Owned Publishers

P&G’s strategy for reaching multicultural audiences--and how it’s boosting inventory industry-wide.
Read More

 
Fears of Inflation Inspire Increase in Buy-Now-Pay-Later Consumer Transactions

New consumer shopping patterns sparked by inflation and how brands can react to such concerns.
Read More

 
Pizza Hut Activates an IRL 'Struggle Bus' Tour for NCAA Men's Basketball Fans

How the IRL pop culture meme helped Pizza Hut cruise to success.
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

 
Partner Content
The Third-Party Data Deprecation Playbook

The era of third-party data is officially ending.

But while this seismic shift isn't making it easy for marketing to adapt, cutting-edge companies have already started executing against their data deprecation playbook. Download BlueConic's eBook to learn the 4 tools you need in your data deprecation playbook to successfully navigate the privacy-first era. Download now.

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