Among the aspects of the marketing playbook to flux big time in 2020 was the allocation of marketing budgets. Indeed, shifting consumer shopping behaviors, social distancing mandates and the increased demand for digital communications have required marketers to rethink line items and investment priorities.

But there is good news on the horizon. More than two thirds of global marketers recently surveyed by the CMO Council said they plan to boost marketing spending in 2021. And just 10 percent plan to reduce. For investments, marketers will prioritize optimizing the customer journey, using data more effectively, extending marketing automation and increasing efficiency. Explore insights from the report here.

In other news, beer is growing more of a conscience these days. Budweiser has opted to use the marketing dollars it typically spends on a big-budget Super Bowl commercial to fund a campaign about vaccine awareness. And Natty Lite activated an art piece highlighting its student debt relief program. Comprised of 2,600 physical diplomas of real college graduates, the “Da Vinci of Debt” installation in New York City's Grand Central Terminal—visible also through an AR lens on Snap—was one of several experiential programs the brand executed this year.

Move over, Amazon. Walmart is building its own demand-side platform for marketers to buy ad inventory. Exclusive first-party data on shopper buying preferences, sufficient scale and closed-loop conversion data are a few of its enticements. Read about what’s in it for marketers.

Finally, for our B2B folks, we look at how LG’s virtual alternative to the trade show floor, a new customizable 3D showroom it intends to scale, is helping the brand prepare for a hybrid event future.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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