It’s true digital has taken over a lot of our lives. Whether it’s the all-knowing computers we carry in our pockets, backup cams on our cars, or the way many of us have been doing our jobs for the last year+, digital is clearly integrated in our lives. But when it comes to marketing, digital hasn’t run off the other ways of connecting with customers.
As marketers had to double-down on creative solutions during the pandemic, change has been happening behind the scenes. Whether it’s doing away with cookies or the recent news that Nielsen’s audience measurement tools are being applied to Twitter’s video content, data use is shifting, always.
The events of 2020 have a long tail. As marketers enter 2021 with decreased marketing budgets, ROI is of increasing importance. Analytics and the ability to evaluate performance are key, especially as media mix is evolving. And it’s a great time for marketers to check in with their plans and confirm they are still looking at the right metrics.
As companies are finalizing budgets for next year and marketers are fine-tuning their plans, it’s a popular time to look back at what worked and what didn’t. It’s also a critical opportunity to revisit your organizational strategy, realign your KPIs, and design a testing system that gives you actionable insights.
It’s no secret that 2020 was an unexpected year for all of us, and a big year for ecommerce. A recent eMarketer report suggests, though, that “the pandemic has only accelerated an ongoing shift to the [ecommerce] channel.” So with this growing channel in mind, our CEO Michael Caccavale and I sat down to discuss what marketers need to keep an eye on.
The kids are going back to school, our Denver office has already seen snow, and it’s starting to feel like fall. While 2020 has dished up a lot of new challenges, marketers are still facing the need to plan and budget for next year, even if we’re still struggling to plan for next month. Here’s what our CEO thinks about 2021 planning.
Like many people, I have spent a lot more time in 2020 with Zoom meetings and Netflix characters than with real people. And as social distancing continues to be the norm, the resulting consumer habits are leaving some marketers to rethink their tactics. I recently sat down with our CEO to talk about what’s changing – and what isn’t – as more consumers are staying home.
Although states and communities are beginning to lift their stay at home orders, it’s clear that social distancing is going to be a part of our “new normal” for quite some time. That said, there’s much to consider, especially for retailers.
Our CEO Michael Caccavale and I have been talking a lot about a recent eMarketer report on smart homes, entitled “The End of Interruptive Marketing as We Know It.” In a three-part blog series, we’ve discussed the emergence of smart homes and what it all means for marketers. And while marketers’ roles are clearly evolving in this space, the question remains: which industries stand to gain the most from the growth of smart homes?
On the heels of a recent eMarketer report on smart homes, entitled “The End of Interruptive Marketing as We Know It,” our CEO Michael Caccavale and I have been talking about the emergence of smart homes and what it all means for marketers. The challenges and opportunities are many, so in part two of a three-part series, we dig into marketing’s role in this new-ish frontier.