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How Marketers Are Responding to Recent TikTok Headlines

How Marketers Are Responding to Recent TikTok Headlines

Nov 12, 2019

Though TikTok has become a craze among some younger Americans over the past year, recent headlines over a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.

The Meatless Farm Co. CMO Talks Plant-Based Diets and Restaurant Partnerships

Nov 11, 2019

We spoke with Lone Thomsen, who was recently appointed global CMO of The Meatless Farm Co. The former head of media and communications at The Coca-Cola Co. discusses the brand's new partnership, its US market expansion and why plant-based diets are becoming so trendy.

Attribution Under the Microscope: A Call to Action | Sponsored Content

Nov 04, 2019

Nearly 50% of CMOs say their companies do not have a unified measurement approach across offline and online media, according to a survey from The CMO Club and Catalina Marketing. Catalina shares four ways to use multitouch attribution to uncover actionable insights.

How D2C Brands Are Managing the Holiday Season Dynamics

How D2C Brands Are Managing the Holiday Season Dynamics

Nov 04, 2019

As some traditional brands and retailers flounder, a host of direct-to-consumer (D2C) brands have risen to capture US shoppers’ imagination—and an increasing share of their wallets. Many of these challenger brands haven’t yet leaned into holiday marketing like their established counterparts. But with continued business momentum, the ability to make marketing investments and expanded physical presences, this year should see additional emphasis.

CMOs on Their Paths to Becoming Chief Marketing Officers

Oct 24, 2019

There’s no qualifying checklist for a marketer to become a CMO, but most will tell you that the pathway to the helm of a marketing department involves a mix of expertise, diversity of experience and a willingness to learn.

For Influencer Marketing at Amex, Authenticity Trumps Production Value

Oct 24, 2019

Even for some luxury brands, authenticity trumps production quality when it comes to influencer marketing. That’s the case for American Express, which uses a mix of long- and short-term influencers to promote its products and services in a way that feels organic to the influencers’ aesthetic.

How CMOs Can Own the Customer Experience

Oct 21, 2019

Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.

Personalized Customer Experiences Start Onsite, but Should Extend to Other Channels | Sponsored Content

Oct 18, 2019

Among the 250 retailers Sailthru evaluated in its Retail Personalization Index, 51% have messaging preference centers, but most offer just two options: all or nothing. Just 35% go more granular, allowing consumers to select their preferred messaging frequency and type.

MVMT’s CMO on What It Takes to Be a Successful D2C Marketer

Oct 17, 2019

When CMO Ryan Dell joined MVMT in 2016, the fashion brand was primarily a direct-to-consumer (D2C) watch seller with little retail presence. After establishing the brand—largely through building a strong following on social media—MVMT caught the attention of watch giant Movado Group, which acquired the company last year.

Industry Voices: How Retailers Align Their Employees Around Digital Transformation Strategies

Oct 16, 2019

We recently sat down with retailers, including Knix, Natori and Enjoy Life Foods, to discuss their current marketing efforts and how they define digital transformation. Previously, we dug into the marketing channels they rely on most, challenges they face with measurement and whether they’ve acquired enough first-party data. In our final “Industry Voices: A Focus on Retail” video, we look at how digital transformation has changed the way retail employees are collaborating and working together.

Three Email Trends Retailers Should Keep in Mind for 2020

Three Email Trends Retailers Should Keep in Mind for 2020

Oct 15, 2019

Email is still at the center of marketers’ digital programs. No surprise there; it offers several benefits: It’s an owned communications channel, it’s permissioned—meaning consumers have opted in and indicated interest—and it’s a traditional marketing channel that most marketers are thoroughly experienced with.