If brands weren’t focused on digital transformation before 2020, they most certainly are now. It’s one of this year’s overarching themes, and those companies that have accelerated the implementation of digital marketing tactics like social selling, ecommerce, online personalization and AI automation are standing out above the rest.

One such brand is L’Oréal, whose ecommerce business now represents 25 percent of company revenues—up from just two percent in 2014. We spoke with Chief Digital Officer Lubomira Rochet about the strategy behind the company’s recent investment in social selling platform Replika Software, how the shopping experience in the beauty industry is reinventing itself and what digital shopping trends marketers should be keeping an eye on in the coming year.

Privacy regulations are another hotbed issue for marketers. Abiding by new rules surrounding consumer data has surfaced concerns about attribution, audience retargeting and the phase-out of third-party cookies. We examine a few of these pain points—and provide potential next steps to minimize their negative impact.

Like so many companies that rely on travel to sustain their businesses, Wyndham Hotels needed to rethink how it applied marketing dollars amid the pandemic. We look at how it used a customer data platform to provide insights about consumer behaviors, identify industry trends and inform adjustments to its marketing and media spend.

Lastly, while many B2B brands have gone the virtual route to engage customers in the absence of trade shows, one manufacturing company engaged its target audience with a 12-week roadshow. Here’s how they did it.

CM Weekly will be taking a hiatus next week after the new year. Happy holidays from all of us at Chief Marketer—we’ll see you in 2021.

Kaylee Hultgren
Group Content Manager
Chief Marketer

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