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Brand Mentality™ and the future-forward marketing revolution 

Feb 25, 2021

Sightly's chief revenue officer and general manager Adam Katz, Walton Issacson's managing director of digital Albert Thompson, and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how Kobe Bryant’s Mamba Mentality legacy and the rapid opinion shifts during the pandemic inspired one marketing and media technology company to develop a new platform looking to transform marketing.

Especially for younger consumers, a significant attraction of digital products and platforms has been their novelty, as opposed to their utility. But the novel coronavirus has given most of us as much novelty as we care to deal with. As the pandemic drags past Q1 and into Q2, the desire for a return to normalcy will only grow stronger, to one degree or another. This is why nostalgia marketing will likely continue to enjoy a renaissance in 2021.

Advertisers' most-used identifier, the third-party cookie, is going away in less than a year. Mark Connon, general manager at identity graph provider Tapad, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the difference between identity and identifiers, why the digital media ecosystem should be prepared to work with several identifiers going forward, and what will happen when Apple's AppTrackingTransparency framework rolls out.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring OneTrust PreferenceChoice's Claire Feeney, product marketing manager. She will discuss how marketers can leverage re-permission campaigns to be strategic, benefit their audiences, and earn trust from customers.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Brightcove's Lauren McHugh, senior product marketing manager. She will discuss how video has proven to be one of the most effective ways to not only increase pipeline, but drive more leads.

Within digital media channels, probably the longest-standing gap in measurement information lies with the walled gardens—a group that includes Google, Facebook, a host of other walled social platforms, and Amazon. Some in the industry are also talking more of walled gardens—or attempts to build them—in the connected TV (CTV) or over-the-top (OTT) space.

The growth of the online category accelerated beyond our previous expectations in 2020. Amid the pandemic, tens of millions of US consumers became online grocery buyers for the first time, according to our latest forecast on US grocery sales. In 2021, this behavior will go from trial to habit for many shoppers.