|
The marketing funnel is dead, according to Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer, who spoke at the POSSIBLE conference in Miami last month.
The consumer package goods juggernaut counts more than 400 brands in its portfolio, generating 60 billion Euros in business annually from 3.5 billion global shoppers. And it does that by putting its brands in the center of cultural moments and amplifying them with authentic voices.
“Culture is how we build our brands today,” Eggleston Bracey said. “That’s our new marketing model. We build brands in culture. And then add-to-cart is how we earn a conversion.” We look at how the marketing leader creates demand through a culture-to-cart approach, by tapping a content supply chain and integrating products into culture.
Recent updates to the Telephone Consumer Protection Act (TCPA) carry substantial implications for marketing and customer engagement leaders, according to CM columnist Paul St. Clair, Head of Compliance at contact center platform Convoso. Beyond procedural tweaks, the changes can reshape how brands communicate, how cross-channel campaigns are executed, and how trust is built or broken with consumers. He reviews the updates already in effect, how consent language has evolved and steps businesses can take now.
|
