Chief Marketer
we've got a lot to talk about
May 14, 2023

As the industry prepares to meet potential economic headwinds, 66 percent of marketing leaders are just moderately confident or worse in their ability to achieve their goals amid economic adversity and uncertainty, according to CMO Council’s latest report. Moreover, 78 percent of marketers surveyed expressed concerns about the lack of investment or budget cuts.

When considering proactive solutions, the majority of them—68 percent—agree that it’s critical for CMOs to collaborate with CIOs to develop competitive customer experiences. That includes leveraging AI and data to become more predictive, articulating marketing’s value to impact revenue, and growing loyalty, retention and customer lifetime value through social and personalization. We cover the report’s key insights and recommendations for moving forward.

Speaking of customer experiences, mobile shopping—and in particular mobile product discovery—is at the forefront of ecommerce sales through 2024, despite the fact that research suggests unsatisfactory shopping experiences on mobile devices are causing nearly one third of American adults to opt out of purchases. We look at key steps to improve mobile product discovery along the customer journey, from strategically differentiating omnichannel experiences to creating a hyper-personalized mobile experience.

In the realm of content, Gen Z audiences respond better to creative that doesn’t overtly feel like an ad, according to the marketing team at DiGiorno pizza. So for its latest campaign on TikTok, it’s paying influencers to create original soundtracks about the product. Because for younger audiences, a brand promoting itself is not nearly as effective as consumers talking about it—or in this case, singing about it. Here’s how DiGiorno experienced a 3.6 percent increase in brand awareness, 6.8 percent uptick in brand favorability and 3.1 percent boost in sales using this strategy.

Lastly, check out how Paramount+ and media partner POPSUGAR marketed the streamer’s original musical series, “Grease: Rise of the Pink Ladies,” by expertly striking the balance between catering to superfans and newcomers to the iconic franchise. 

Until next week,

Kaylee Hultgren
Chief Marketer

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