Chief Marketer
we've got a lot to talk about
July 25, 2021

The social commerce market in the U.S. will rise by 35.8 percent in 2021 to $36.62 billion, according to an eMarketer forecast. Moreover, about half of users ages 18 to 34 are expected to make at least one purchase via social platforms this year.

That’s compelling data for marketers to master one-click purchasing capabilities as quickly as possible. But in order to access resources for social commerce initiatives at your brand, first you need buy-in. We review ways in which marketers can improve social reporting, communicate value and present specific metrics to make an impact.

Prior to the pandemic, DTC eyewear company Zenni invested in brand marketing through in-flight magazines and billboards. But COVID-19 changed all that as the number of people flying plummeted and foot and automobile traffic plunged. Now that traffic is increasing, and pricing for OOH advertising has made some options affordable for the first time, Zenni is hitting the road again. Read how the brand is reinvesting in OOH marketing, with billboards, pop-ups and social media tie-ins.

Similarly, when the Tennessee Titans NFL team kicked off a pandemic-era campaign in Nashville honoring the football team, community and noted Tennesseans, it tapped OOH as a tactic by layering augmented reality onto a mural. Read how the brand continues to refresh the experience with extended reality technology—and how it maximizes impact while making it measurable.

When it came to marketing the new iteration of “Gossip Girl” on HBO Max to both fans of the OG series and newer audiences, the network strove to be authentic first and foremost. Read how the platform leaned into a series-inspired fashion collab, influencer marketing and emerging social media tactics to produce a standout campaign. Plus, Originals Marketing SVP Pia Barlow discusses how HBO Max is approaching experiences moving forward.

Lastly, we look at five ways brands can make use of the extra time Google granted the industry before third-parties cookies dissipate altogether, from testing alternative data solutions to focusing on measurability.

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.

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On 'Gossip Girl' and Marketing to Gen Z: Q&A With Pia Barlow, SVP of Originals Marketing at HBO Max

Barlow discussed the challenges of marketing the new series, appealing to young adult and Gen Z audiences authentically and experiences at the network moving forward.
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Augmented Reality Adds Impact and Measurability to Tennessee Titans’ OOH Promotion

How the Tennessee Titans NFL team layered augmented reality onto a mural, maximizing its impact and making it measurable.
Read More

 
 
Five Martech Trends to Keep an Eye On in 2021

The need for speed, the waning of third-party cookies and budget restrictions are behind what experts contend are among the martech trends to watch in 2021.
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How Healthcare and Pharma Marketers Are Embracing Connected TV Advertising

Healthcare and pharma brands are embracing connected TV advertising by capitalizing on its flexibility.
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Zenni Hits the Road Post-Pandemic With OOH Marketing

Zenni is investing in OOH marketing once again, with billboards, pop-ups and social media tie-ins.
Read More

 
Partner Content
How marketers can succeed without 3rd party cookies & identifiers

With the deprecation of the 3rd party cookie and 3PIDs (third-party identifiers) approaching, learn how Publicis Sapient, Adobe, and Epsilon have partnered to help marketers mitigate this challenge and succeed in the changing landscape. Timelines are ever shifting from Apple’s IDFA to Google Chrome (now moved to 2023) which make it even more critical to plan ahead of this disruption. Join the Event.

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