Marketing Trends

Sports and brands are synonymous with one another. The Boston Red Sox are known for the famous Citgo signs that resides beyond the Green Monster. The University of Oregon goes hand-in-hand with apparel and shoe giant Nike, and the University of North Carolina is tightly associated with  the jump man himself and the Jordan Brand logo that graces its uniforms. There is no doubt that brands have made...

Kimberly Storin strongly believes that culture beats strategy every day of the week and that you can be the best strategic marketer in the world, but if you fail to build a sustainable culture, your strategy is irrelevant. It’s one of the reasons why when she joined the Zayo Group , she made a plan for her first 100 days, during which she would be relentlessly focused on making sure that within he...

Every company has a secret sauce —it’s the differentiator that  separates one company from the rest of the pack and keeps it successful long-term. For Juniper Networks , CMO Mike Marcellin says that secret sauce centers around how the company is getting its customers to actively engage with its product. “How someone engages with a brand, with a company, is hugely important. 84% of [consumers] said...

In 2021, data flows from multiple pathways to a marketer's desk, and the insights generated from those datasets feels endless. But one thing is becoming increasingly apparent; despite the information you have on hand, it’s still never enough. “33% of marketers say they are completely satisfied with their ability to use data and to create more relevant customer experiences. A third of marketers fee...

For years, college athletes have racked up Twitter and Instagram followers due to their on-the-field fame, but despite these large followings, a quarterback known for slinging touchdowns was prohibited from slinging endorsements thanks to a system that prohibited athletes from profiting off of their image or performance. But this summer that changed, and with college athletes now able to profit of...

End-of-life planning is something we often put off. After all, nobody actually enjoys thinking about what happens after they die or where their personal belongings will end up. But the truth is, you have to consider your options at some point. That’s one of the things that makes things tricky for Luke Sheehan , the CMO at Willful .co, a Canadian company that guides users through making their legal...

Sometimes the best marketing campaign is the one you never expected. In an age when every shareable moment matters, and getting consumers to engage with your product can feel tiresome, Ring has built an empire of smart-home devices off those shareable moments. “Our marketing teams are very performance-driven in terms of where we're spending our dollars and certainly paying attention to things. [We...

Taking a customer-centric approach is difficult. It requires not only thinking differently, but also ignoring your own personal agenda for the greater good of the company. But putting the customer first also requires trust and it requires a top-down effort from everyone involved.  That’s why PwC’s remodeling of its business strategy is different. “The New Equation” as it’s called, is not just a mo...

Genna Franconi has been in digital marketing so long, she fondly remembers the day she pushed out the first Instagram post for Barbie. But social media marketing has changed significantly since those days. These days, lone marketers aren’t the ones worried about hitting send on a post at the right time. Instead, brands now have teams of social content creators who monitor trends and leverage a bra...

Usually, marketers are fighting amongst their peers to generate brand awareness in an already saturated market. How does a camera maker get its latest product to stand out from 15 similar devices? How does a new automaker enter a market to steal customers who might already be loyal to one brand or another? Every marketer has strategies in his or her toolkit for these types of moments, but what hap...

Marketers are always looking for ways to get their message across to consumers. Whether that’s trying to get them to stop scrolling long enough to watch an ad, or grab their attention quick-enough to prevent them from changing the channel, marketers are waging a never-ending war to get noticed. But instead of racing to get consumers to your web page, why not just target them when they are already...

For years the automotive industry has served as a beacon of America's thriving commerce industry. Now that once-thriving sector is facing a global chip shortage, which has caused automakers to slow production. With supply chains sputtering along,what does that mean for manufacturers such as GHSP— a company founded in 1924, with deep roots in providing automakers some of the key components used in...

Not every marketing department has a large budget, and not every marketer has the endless resources needed to hire top-flight designers, editors, photographers, and videographers to create big-budget campaigns. So, what do you do if you’re a marketer that is confined to a strict budget? You do what marketers do and you get creative. “What we're doing with Fiverr, we are building a super brand one...

We have a saying here on Marketing Trends, ‘marketing is meant to be remarkable.’ But what exactly does that mean? Does that mean marketing is great customer service? Or maybe remarkable marketing is advertising that sticks with you. Rob Willey , the CMO of Cheribundi , gave his take on what remarkable marketing actually is. “The fastest way to make remarkable things is via innovation. Meaning ide...

The term, ‘content is king,’ has never been more true than it is today. But while marketers are racing to simply come up with effective content at the speed that consumers expect, there is also a struggle to  produce and scale that content across all of the various channels that exist today. “It's less about costs, and it's more about speed and agility. Our world has changed with the pandemic. We...

Let’s be frank: what your brand says and what it actually does are sometimes two very different things. With consumer expectations rising, they are now checking their receipts and making sure that the rhetoric stemming from a brand actually matches its actions. “Consumers more than ever before, and customers more than ever before, look to make sure that what our brand is saying is what is delivere...

Consumers are different today than they were last year or even last week. Tastes constantly change, and if there is one thing marketers are frequently reminded of, its that there is no secret recipe to understand consumer trends in the marketplace. All you can do is look at the data, and what it says these days is that consumers are more focused on a brand's values than they ever have been before....

We talk about brands a lot on Marketing Trends . From the relationship consumers have with their favorite companies, to the marketing strategies behind what makes them thrive. But while we spend all this time talking about brands, we don’t often talk about parent companies or the challenges they face when marketing a portfolio of multiple brands, each of which serves a very different demographic....

In an ever-changing landscape mixed with rising customer expectations, a flurry of new channels to play in, and endless amounts of marketing tools, developing a marketing strategy to meet a company's ambitious growth goals can be trying. “The fast acceleration of change puts a lot of demand on brands and clients to make sure that they're up to date on the best path forward.” Melissa Dorko is the C...

By now you’ve probably heard a lot of our guests talk about the need for marketers to have a 360-degree of their customers. But that begs the question why? What makes up that 360-degree view and what benefits does having all this data actually do for your business? “[Data] is no longer just a marketing function it's the whole enterprise. It's real estate it's where do I open stores? Where do I clo...

In the security realm, no one person or product can fight cybercrime alone. And for marketers, no one product or tool out of a MarTech stack can singlehandedly deliver the experience and support that customers require in today’s digital world. That’s why even for a company such as McAfee, which helps users fight off some of the internet's worst bad actors, there will always be a touch of human int...

Marketing today is about being data-driven and understanding who your customers are. Developing a holistic view of the customer is about to get harder, though, thanks to a new world we’re all about to enter: a world without cookies.  “If you are really heavy on third-party data, then you are going to be impacted the most. If you have built a good first-party data strategy and have enough data, you...

Marketers constantly talk about knowing what your unfair advantage is. For small CPG manufacturers, which are often the driving force behind industry innovation, turning that unfair advantage into a profitable business strategy takes a lot of work and quite a bit of finesse, too.  “As a small company, you need to double down on what you're good at. A lot of companies try to move too fast and want...

The role of a marketer really is as simple as Jennifer Mathissen says it is. “My job, and really most CMOs' job, is to be the primary advocate for the customer.” Jennifer is the CMO of Santander Bank in the US , and while her assessment of a marketer’s job sounds simple, there’s more to it than meets the eye. A marketer has to provide a story behind the compelling products and services that make u...

Randy Frisch wants you to know something: he doesn’t hate content marketing. Randy just believes that if you’re going to invest your time and resources into something, you should make it memorable. “The idea there was not that we shouldn't create content. It wasn't that I hate content marketers. It was more so that there's no value in creating all this content if it's not going to get used, and if...