CM Weekly May 23, 2021 Savvy marketing professionals know that to make an impact they must meet consumers where they are. Increasingly, it’s also where they prefer to be reached. Case in point: Apple’s recent implementation of App Tracking Transparency that requires publishers to ask permission from users to be tracked. Consumers are presented with…
CM Weekly May 16, 2021 Watching a company’s reputation go down in flames for being tone deaf is a common occurrence these days. This week we saw the Hollywood Foreign Press Association, whose lack of diversity—among other criticisms—inspired scores of celebrities and brands to distance themselves from the quagmire. We look at lessons learned from…
CM Weekly May 9, 2021 “Marketing will be the creator of the organization’s future. That is a leadership role that, with few exceptions, B2B marketers don’t recognize.” —Loris Wizdo, Vice President and Principal Analyst, Forrester It’s no longer enough for B2B marketers to define and protect the brand, help generate leads and support sales, Wizdo…
CM Weekly May 2, 2021 Apple’s iOS 14.5 update, which includes an App Tracking Transparency (ATT) framework that requires permission from the user to enable tracking, finally arrived this week. Consumers must now opt-in for each individual app they use. And with estimated opt-in rates looking paltry (around 20-30 percent), targeting audiences effectively just became…
CM Weekly April 25, 2021 According to The Harris Poll research conducted for Sprout Social, 45 percent of business executives surveyed anticipate that their social media marketing budgets will increase significantly over the next three years, with 47 percent more expecting at least a slight increase. Moreover, 58 percent said they expect social to become…
CM Weekly April 18, 2021 Marketing stories related to the economic repercussions of the pandemic are not in short supply. As consumer behaviors shifted, many companies floundered—and promptly pivoted. Others, particularly CPG brands and businesses that were considered essential, experienced increased demand. But those in the latter category still had their work cut out for…
CM Weekly April 4, 2021 If B2B organizations have not hired “hybrid” sales reps yet, they probably will be doing so soon—or risk falling behind the competition, according to a recent McKinsey & Company report. And that hybrid model extends to marketing as well. We look at B2B decision makers’ evolving preferences when interacting with…
