Unexpected Lessons In Leadership And Marketing With StockX CMO Deena Bahri

Deena Bahri is the Chief Marketing Officer at StockX, a Detroit-based technology company providing an online resale marketplace for sneakers, apparel, accessories and collectibles.

In this episode, Deena and I discuss her journey to becoming a CMO, the defining moments in her career, and the lessons motherhood has taught her about leadership and marketing. Deena says, “We’re never just sitting back and saying, oh, we’ve got this covered. We know exactly how to do that.”

Listen to hear Deena’s approach to leadership and how she is embracing new opportunities to grow while never losing sight of the customers’ needs.


In this episode, you’ll learn:

  • Forgive yourself when you aren’t perfect
  • Always seek improvement
  • Focus on building trust with your customer

Key Highlights:

  • [01:29] What has motherhood taught Deena about marketing?
  • [04:51] Deena’s journey to StockX
  • [06:57] What even is StockX?
  • [14:08] Seizing growth opportunities
  • [17:45] Marketing to sellers and buyers
  • [19:43] Deena’s approach to leadership
  • [21:40] Defining moments in Deena’s life
  • [24:49] Advice to her younger self
  • [25:53] Don’t underestimate data and analytics
  • [27:18] Brands to follow

Resources Mentioned: 

Subscribe to the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:


Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

Citi Appoints Elyse Lesley Chief Marketing Officer Of US Consumer Bank

Citi has named Elyse Lesley chief marketing officer of its US Consumer Bank after a thorough selection process of both internal and external candidates, the company announced in a press release. Lesley, who has held the role on an interim basis since September, will report to the head of US Consumer Bank Gonzalo Luchetti and will have a matrix reporting relationship with Citi’s chief marketing officer.

Lesley will retain her most recent role as head of Citi’s US Consumer Partnerships and Franchise Development team. Prior to that, she served as head of shared services for Citi’s US Retail Bank for about eight years. Before joining Citi, she was head of marketing and sales strategy at Morgan Stanley and head of regional sales and marketing at Wells Fargo’s Eastern Community Bank.

In appointing Lesley, Citi is prioritizing a data-oriented and digital-first approach to its expansion strategy. In one of her previous roles at Citi, Lesley provided leadership in her team’s effort to define a business digital roadmap while working in partnership with global digital and technology organizations. 

According to Luchetti, another reason Lesley was selected is that she links her current team and the Partnerships and Franchise Development team with the effect of enhancing Citi’s ability to generate end-to-end strategies for clients and partners. As CMO, Lesley will shepherd the two teams toward achieving their collective goals of building a world-class digital and data-oriented marketing organization that will be made possible through leading advertising and marketing technology, a growth mindset, a client-centric approach and a passion for driving Citi’s digital sales transformation.

“In her 10 years on our team, Elyse has built an impressive record of innovative, client-centered and colleague-focused leadership. While leading the Partnerships and Franchise Development team, she has ensured we continue to accelerate our efforts to attract, retain and serve multi-relationship clients, an important enabler of our continued growth. And her focus on strengthening our relationships with current partners and building a pipeline of new partnerships is empowering us to continue increasing the scale of our customer base,” said Luchetti.

Lesley replaces Mary Hines Droesch who stepped down last month to lead Bank of America’s consumer and small business products division.

Facebook’s Report Highlights Importance Of Diversity In Advertising

This week in social media news, Facebook publishes a report on the importance of diversity, TikTok’s latest partnerships help brands unlock the power of music and sound on the platform, Pinterest expands its suite of shopping solutions and Snapchat shares how to use audience insights to improve campaign success.


Facebook’s New Report Highlights Importance Of Diversity In Advertising

Facebook’s latest report, ‘Barriers to Representative Advertising,’ highlights the importance of diversity in advertising and the barriers to facilitating greater representation, with recommendations to help address the key elements of inclusion in ads–including assessing the workforce experience of different identity groups and reviewing talent processes for equitable outcomes.

Why it matters: Most brands seeking to maximize engagement and profits must keep up with social trends. In 2021 and beyond, that means aligning brand values with those of the consumer. Ninety-three percent of agency survey respondents reported being very receptive or receptive to guidance and tools around addressing representation and inclusivity in advertising. Making a mistake in this endeavor may produce devastating results given that public backlash is now more active, more immediate and more impactful than ever before. 

The details: In partnership with Deloitte, Facebook carried out a series of surveys and interviews to diagnose the main obstructions to more representative advertising. The study highlights the need for greater representation and points out the five key barriers to diversity. Among them: a lack of a leadership mandate, difficulty valuing long-term benefits and lack of awareness of tools and resources. 


TikTok Announces New Partnerships To Help Brands Build Sound-On Strategies

TikTok has announced the expansion of its TikTok Marketing Partners program and the introduction of six certified Sound Partners who will help brands build sound-on strategies for TikTok.

Why it matters: As noted in the announcement, “Sound is the universal language of TikTok” and is one of the features that allow it to achieve astronomically high engagement levels. Its sound and music elements have triggered and will continue to trigger global trends. Brands utilize the sound-on feature to show their personality, which increases engagement in new ways that don’t feel inherently sales-y. Thus, the new expansion and Sound Partners will drive further innovation and success for brands connecting with audiences on TikTok.

The details: According to a 2020 study from MRC Data, 65 percent of TikTokers prefer content from brands that features original sounds while 68 percent report a brand being more memorable when they feature likable songs in their videos. TikTok’s new Sound Partners will offer solutions in two particular areas: Custom Sound and Subscription Sound. Each will help with an array of campaign goals including producing a “sonic brand identity.” Custom Sound partners create bespoke tracks that stimulate community participation and commotion around Hashtag Challenges and campaigns. 

Subscription Sound partners provide flexible music offerings via monthly, yearly or project-based licensing plans that allow brands to develop always-on strategies.


Pinterest Expands Suite Of Advertiser Shopping Solutions 

Pinterest is now offering more features to facilitate greater reach and conversion rates of shoppers who are primed to purchase.

Why it matters: Individuals who use Pinterest weekly are seven times more likely to report it as the most influential platform in their purchase journey compared to other social media platforms, according to a Pinterest blog post. Additionally, Pinterest shoppers have 85 percent larger carts than shoppers on other platforms and they spend twice as much monthly. 

Shopping on Pinterest is about discovering new products and determining which products the user actually wants. Because of these phenomena, among others, Pinterest has rolled out features that make it easier for brands to reach and convert Pinterest shoppers who are primed to purchase. 

The details: A few of Pinterest’s new features include a slideshow for collections that allows for products to be pulled from brand catalogs and automatically incorporated into a collections ad, the ability for brands to showcase their values on their Pinterest profile such as “Woman-owned” or “responsibly sourced” and a test-run of a paid joint partnership between creators and advertisers called Idea Ads.


Snapchat Releases Guide To Using Audience Insights

Snapchat has offered advertisers a guide on how to use audience insights to improve the efficacy of ads on the platform.

Why it matters: Ads do better when they’re informed by testing and audience insights. Marketing has the biggest impact when ad creative, messaging and calls to action work together to communicate with the target audience. There are several elements brands must understand in order to execute ad campaigns effectively and Snapchat has offered Audience Insight tools to help.

The details: Audience Insights allow brands to examine a wide array of groups on Snapchat, providing them with the ability to learn how Snapchatters are responding to ads, who those Snapchatters are and what they’re interested in. Audience Insights combines data like demographic interest categories with external data from third-party data providers to offer brands a thorough idea of who the audience is and what they’re engaging with on the platform. Snapchat then advises brands to put this knowledge into action by, for example, creating relevant audiences that can be activated with Saved Audiences and adjusting bids by type of device and carrier.


Snapchat Offers Marketing Tips To Drive Holiday Sales

Snapchat has shared a list of best practices for brands to get the most out of Black Friday advertising campaigns on the platform.

Why it matters: Black Friday marketing campaigns are starting earlier each year, now as early as October, according to a Deloitte survey. It’s vital that brands employ every strategy necessary to maximize the selling season. On Snapchat, peak purchasing occurs one month before Christmas and 72 percent of Snapchatters intend on shopping on Black Friday and Cyber Monday. Snapchat’s tips aim to help retailers get Black Friday campaigns up earlier, boost sales and engage customers natively.

The details: First up, Snap recommends optimizing your website for mobile to increase conversions. According to eMarketer, 67 percent of all ecommerce sales will occur on mobile. Offering a mobile-friendly and responsive website is critical to maximizing Black Friday profits. 

Next, implement the Snap pixel to track, measure and build audiences. Install Snap Pixel to begin building Pixel Custom Audiences, allowing your ads to appear for Snapchatters who’ve previously visited your website, keeping your product which has the effect of reinforcing their intent to purchase. 

Snapchat has included a few creative best practices to help brands stand out by showcasing their products and deals front-and-center. For example, feature your best-selling products with full-screen images and videos, drive urgency with strong language that directs attention to huge deals that generate excitement, and lastly, make the shopping experience as seamless as possible by linking directly to the product or category page you’re promoting.

AppsFlyer: The State Of Ecommerce App Marketing 2021

According to a new AppsFlyer report, global ad spending on app installs in Q4 2020 and Q1 2021 reached $5.4 billion, with the US leading the way, followed by Brazil and the UK. That momentum continued as ecommerce app installs saw a 48 percent increase between January and July 2021, with Android gaining 55 percent and iOS 32 percent. Around that same time, ecommerce app spend experienced a 55 percent increase as compared to March to July 2020. 

Ahead we’re breaking down additional global and US ecommerce app insights from the report as well as AppsFlyer’s tips on how marketers can respond to the holiday rush and the challenge of iOS updates.


Impact Of COVID-19

COVID 19’s impact on consumer behavior can’t be understated. The ongoing digitization of our lives won’t taper as the pandemic seems to be – 70 percent of teen and adult smartphone users in the US stated they would continue their COVID-19-induced smartphone behaviors even after the pandemic is over.

Globally, mobile commerce grew roughly 30 percent in 2020 and made up 64 percent of retail ecommerce sales. According to eMarketer, mobile commerce sales will approach $3.2 trillion this year and surpass $5 trillion in 2025.

In addition, Global ecommerce app installs rose by roughly 50 percent in 2021 – the same level reached during the 2020 holiday season – as consumer spending rose by 55 percent YoY. Accordingly, ecommerce app usage during the 2021 holiday season will be unprecedented.

To capture the most value out of these behaviors, retailers should put mobile apps at the center of their Q4 marketing strategies and secure seamless transitions from mobile web to app, where, according to a Google report, performance is significantly higher. Additionally, marketers must communicate with existing buyers where they are and use deep linking to smoothly reach the correct destination within the app.


State Of Ecommerce Apps In North America

While growth is more widespread around the world on Android, iOS dominates the US market share in ecommerce, comprising roughly one-quarter of the market, based on AppsFlyer’s data. The US comprises one-third of global ecommerce user acquisition (UA) budgets at over $18 billion in H2 2020 and H1 2021 combined. This is due to the US’ massive scale and a particularly high cost of media. Scale plays a larger role than the cost of media in developing markets like Brazil and India while the opposite is true for developed markets like Germany and Japan.

AppsFlyer also found that app installs are up 36 percent YoY compared to pre-pandemic levels, with 2021 in-app spending having peaked in March with a 156 percent increase over March 2020. Additionally, the 2020 COVID-19 app install surge surpassed the holiday rush, which begins in November, by 8 percent.


iOS 14.5 Leads To Decline In Remarketing Conversions

iOS remarketing conversions declined by 50 percent after the launch of iOS 14.5 while Android remarketing conversions witnessed a 10 percent decline over the same period between April and July 2021. As of August 2021, 83 percent of US iOS ecommerce app users have upgraded to iOS 14.5 or newer. Of those, 42 percent of users prompted have opted in.

To get the max opt-in rates, AppsFlyer suggests ensuring that apps evaluate when and how to display the ATT prompt and optimize the user experience to harness users’ trust. To acquire full iOS attribution coverage, marketers should also make sure their media partners are integrated with SKadNetwork (SKAD) and that reporting includes SKAD data without double counting. 

Lastly, marketers can prepare early for the holiday rush by utilizing the lower cost per install (CPI) in Q3 and increase UA before Q4 rush. AppsFlyer reminds marketers that remarketing reaches its peak effectiveness in November and December while CPI rises dramatically in Q4.


2021 Spending In Ecommerce Apps Up 35 Percent YoY

March 2021 saw an in-app revenue spike that was just 6 percent less than the peak in November 2020 and 9 percent higher than the July 2020 spike resulting from the first COVID-19 lockdown. Despite the fact that in-app spend has declined by 16 percent since March 2021, it’s up 35 percent YoY through July 2021.

November 2020 experienced a 16 percent holiday season spike over that year’s previous high watermark. This year, AppsFlyer predicts ecommerce in-app spend will rise by 42 percent between July and November.


App Install Ad Spend Down 10 Percent YoY In 2021

Despite ecommerce app installs being up 2 percent YoY in 2021, app install ad spend per app is down 10 percent this year, according to AppsFlyer. Nevertheless, ad spend is very likely to surge during Q4 based on the consistent holiday rush.

iOS app install ad spend per app was 22 percent higher, on average, than Android between January and April. In the months after the iOS 14.5 launch, Android install ad spend per app surpassed that of iOS spend by 4 percent on average.


Marketers Aren’t Capitalizing On Low Android Cost Per Install (CPI)

Compared to non-organic installs being 14 percent below the average for the same period last year, Android CPI was 50 percent below average in July 2021. Consequently, Q3 and Q4 2021 will likely serve as strategic moments to invest in Android UA given the holiday season and that overall Android installs in July 2021 were just 5 percent below average.

In addition, AppsFlyer found that iOS CPI surged leading up to iOS 14.5. Q1 2021 iOS CPI is up 129 percent over Q1 2020 while the average Android CPI is up 20 percent over the same period.

Amazon Prime Video Celebrates ‘Now Screaming’ With QR Code-Enabled Pop-Up In L.A.

Ahead of Halloween—on which US spend is expected to reach an all-time high of $10.14 billion this year—Amazon Prime Video has created a dedicated streaming page called ‘Now Screaming’ and a complementary costume pop-up shop in Los Angeles.

The landing page features all the horror content titles already live on the platform and as a tie-in, the company is holding court in West Hollywood via a pop-up called ‘The House of Horrors.’ Open for the entirety of October, the space is currently being promoted by Prime video creators, the company’s influencer partners, including Emma Norton, Duke Depp and Madi Monroe. Collectively, they boast more than 45 million followers on TikTok.

Amazon is taking full advantage of the slow but steady return to in-person activations. According to Los Angeles Times data, 75.9 percent of Los Angeles County residents 12 and older have received at least one dose of vaccine, while 67.1 percent of residents of all ages have received at least one shot and 59.7 percent are fully vaccinated. Still, the tech giant is playing it safe. While the House of Horror pop-up includes a custom shopping element, in Amazon fashion it’ll enable a swift shopping experience—visitors can scan QR codes to shop the store’s costume displays and have them delivered to their doorstep. 

Amazon Original shows that inspired the pop-up’s costume selections include The Voyeurs, Black As Night, Madres and I Know What You Did Last Summer. And no Halloween pop-up would be complete without an Instagrambable moment, which is why Amazon has installed a candy kiosk, a selfie mirror and a photo booth, which according to the press release “will create their own chilling movie still.”

Though still in the beginning stages, the streaming wars continue to heat up. With the plethora of premium subscription video-on-demand (SVOD) streaming options available for consumers to choose from, Prime Video is finding new ways to engage its audience, for example with the pop-up and the Gen-Z influencers it chose to promote it. In May, Amazon made history when it became the first all-digital streamer to acquire exclusive rights to the NFL’s Thursday Night Football. In addition, though long broadcast on CBS, the 2022 Academy of Country Music Awards will be exclusively livestreamed on Amazon Prime Video. 

Whatever else Amazon has up its sleeve, it must roll out quickly because according to a Whip Media survey conducted among 4,000 US viewers about their perception of SVOD services, only 6 percent of respondents listed Prime Video as their first choice while 41 percent listed Netflix as their top choice, followed by Hulu (21 percent), HBO Max (13 percent) and Disney+ (9 percent).

Among the movies being streamed on Amazon Prime Video’s ‘Now Screaming’: 30 Days of Night, Ju-On, The Texas Chainsaw Massacre Part 2, Jennifer’s Body and The Fog (1980).

The House of Horrors pop-up is located at 8551 Melrose Avenue and will be open from 10 a.m. to 6 p.m. Mondays to Saturdays and from 11 a.m. to 7 p.m. on Sundays. Trick-or-treaters can expect a special activation from October 14 to October 16 to celebrate the debut of I Know What You Did Last Summer with OPI, as well over the Halloween weekend.

Trend Set: Misinfo, Squid Game And More

Ayzenberg junior strategist Ashley Otah surfaces the latest trends at play in the world of culture and entertainment.


Misinformation

Nearly all Americans agree that misinformation is a large problem, and most think social media companies, and those that use them, are responsible for the spread. This is according to a new report from the Pearson Institute/AP-NORC Poll. While two out of ten Americans say they are very concerned they have had a hand in spreading it, six out of ten Americans are somewhat concerned that friends and family have spread misinformation. As platforms continue the race to the top and transparency is continually being demanded, the poll findings indicate a seismic shift felt by all.

Squid Game

The games continue. As the Korean Netflix Original ‘Squid Game’ continues to rise in popularity, there is no denying it’s huge impact. White van slip ons saw a 7,800% spike in sales according to data provided by Sole Supplier, actress Jung Ho-Yeon gained over 14.6 Million instagram followers and inked a Louis Vuitton deal, and Oxford dictionary is said to be adding 26 Korean words.

“Taking Stock With Teens” Survey

The kids of the future. In Piper Sandler’s bi-annual “Taking Stock With Teens” survey, much was gleaned from 10,000 US teenagers across the country. Taking the top spot for most favored social service was Snapchat while Facebook and Twitter are dubbed teenagers’ least favorite. Venmo again ranked as the #1 payment platform and 9% of teens claim to have traded in cryptocurrency. Coming in as a surprise was Teens’ favorite celebrity—Adam Sandler—while their favorite influencer is Emma Chamberlain. As the youth grows into their own, the survey showcases changing tides and how brands can connect with their audiences.

Turner Classic Movies

Turning to TikTok. Turner Classic Movies (TCM) is taking to TikTok to meet the next generation. While sharing short clips and cultivating community, TCM is introducing the joys of the classic film experience to a new audience. Garnering over 360,000 followers and over 8 million likes with a variety of posts, TCM is showcasing how ‘then meets now,’ just like their rebranded tagline.

Twitter

Vibe check! Twitter is testing prompts on the iOS and Android applications that give a heads up about the type of conversations you are entering. There has been an uptick in features like Twitch’s phone and email verification to Google and YouTube kid safety features to combat harassment and support healthy conversation.

Consumers Plan To Spend More On Holiday Shopping Than Last Year

Amid retailers’ earlier-than-usual rollout of holiday promos, 29 percent of US consumers plan to spend more on holiday shopping than they did last year—despite unchanged feelings about their personal financial situation and the state of the economy. That’s according to a recent study from The NPD Group that tracks holiday purchase sentiment each year.

The research estimates that holiday spending will increase 3 percent during November and December, and 5 percent when including October and early January. Chief retail industry advisor for NPD, Marshal Cohen, says 2021 will be a “hybrid holiday year” that blends the return to celebration as usual with the new pandemic lifestyle. The behavior of store-only shoppers shifting to shopping both in stores and online will also contribute to the hybrid year.

Despite two-thirds of consumers saying they expect their 2021 holiday season to be more similar to last year’s than the pre-pandemic season, one-third of consumers plan to buy more gifts because they’ll be seeing family and friends over the holidays. Plus, nearly half (47 percent) expect to visit or host family and friends.

NPD also found that more Americans are looking forward to the holidays, with 32 percent less concerned about COVID than they were last year. In addition, 58 percent are more comfortable shopping in stores now that vaccines are widely available.

Consumers’ holiday budgets have increased, driven by consumers who plan to spend $1,000 or more. The biggest increase in holiday spending is expected in consumer technology and home products, which have also been among the most popular retail sales categories during the pandemic.

Fifty-one percent of consumers plan to start their holiday shopping before Thanksgiving, compared to 49 percent last year, according to NPD. Worried about supply chain issues, many retailers are already pushing holiday messaging, including Sephora, Target and Pottery Barn.

When asked how to respond to potential shortages, Robert Gerwig, senior vice president of distribution and logistics at Sweetwater, told RIS News:

“Update your customers on shortages and keep updating them regularly. By that, I don’t mean email blast your entire customer base and tell them you’re out of a product, but communicate one-to-one and let them know that your people are working hard every day to try and get them the products they have on order.”

Port delays are complicating the issue. An August report from the National Retail Federation and Hackett Associates estimated that US container ports would manage 2.37 million 20-foot containers in August, a 12.6 percent increase from last year and the highest number of containers imported in a month since the NRF started tracking imports in 2002. The NRF and Hackett Associates’ follow-up report in September expects 2.21 million containers, or about 5.1 percent growth from last year.

App Annie: Time Spent On Mobile Shopping Apps Expected To Surge During Holidays

The pandemic redefined consumer spending behavior, spurring a boom in mobile shopping that isn’t slowing down, according to a report from App Annie, Liftoff and poq. At the time of its early September release, the Mobile Shopping Apps report found that the typical mobile consumer is currently spending $88 every time they order from a shopping app. 

By May, Android users had averaged 2 billion shopping hours per week—up 51 percent from pre-pandemic levels. What’s more, over the past 12 months, the average spend was $78, up 22 percent year over year. 

App Annie’s latest research highlights a record-breaking 2021 holiday season, both in terms of time and consumer spend on mobile shopping apps. The firm estimates ​​that US shoppers will spend over 900 million hours in mobile shopping apps in Q4 2021—a 20 percent increase in time spent YoY.

Historically Q4 ecommerce sales trump all other quarters. This year, though no exception to that phenomenon, is paving the way for new development. According to the US Census Bureau, online sales in Q4 2020 reached $200 billion and Q2 2021 has already reached about $225 billion in online sales. 

App Annie’s data show that mobile app usage during the holiday season is also on the rise in the UK, with a forecasted 145+ million hours spent on apps in Q4 2021 as compared to 138 million hours spent in the same period in 2020. Despite the fact that in-person shopping will be more of an option this year than it was last year, App Annie predicts a 45 percent increase in time spent on shopping apps in Europe during the holidays vs. Q4 2019. 

Next, App Annie anticipates that fashion retailers and ‘buy now, pay later’ services will disrupt this year’s holiday shopping season. Some of 2021’s most downloaded breakout shopping apps globally include SHEIN, Blush Mark, AliExpress Russia and H&M. In May of this year, SHEIN surpassed Amazon as the most popular shopping app in the US based on iOS and Google Play downloads, according to App Annie.

Women’s fashion apps aren’t the only ones experiencing greater success lately. Fashion marketplaces with resale elements are also among the most popular heading into Q4 2021. Poshmark, for example, rose in popularity in Australia since launching there in February 2021 and WOO! Fashion ranked first in South Korea among breakout apps. Vinted, Vestiaire Collective and Meeshoo—all secondhand marketplaces and online stores—ranked similarly among breakout shopping apps globally.

Buy now, pay later apps like Klarna and Afterpay are the third and fourth most downloaded breakout shopping apps in the US. In Singapore, Atome SG is the highest-ranked breakout shopping app by downloads to date while Hoolah ranks fifth in the most popular shopping apps. Notably, some buy now, pay later apps are listed under the ‘Shopping’ category on Google Play and iOS, while others are listed under the ‘Finance’ category. App Annie’s analysis includes those listed in the former.

Mobile remains central to the omnichannel shopping experience; it drives contactless payments, loyalty programs and access to in-store benefits. App Annie recommends marketers seeking to capitalize on the shopping rush reevaluate and revamp their App Store Optimization (ASO) strategies before the end of the year. With 2021 on course to breaking new mobile shopping records, brands should begin prepping mobile strategies immediately. 

Marketing Through An IPO With Monday.com’s Molly Aviva Sonenberg

Molly Sonenberg is creative brand manager at monday.com where she drives the brand’s voice and keeps messaging consistent across the brand’s channels.

In this episode, Molly and I discuss her insatiable need to work, how she ended up at monday.com, and how the company culture seeps through not only the product but their marketing as well. Molly says, “At monday.com we believe sharing knowledge makes you a better leader and leads to increased success for the organization.”

Listen to hear why culture is so important at monday.com and how they approached marketing while the company was going public.

In this episode, you’ll learn:

  • Sharing information leads to success
  • You should be nicer to yourself
  • Marketing partnerships are underrated

Key Highlights:

  • [03:08] Molly’s journey to monday.com
  • [05:41] What is monday.com?
  • [08:03] Culture defines everything at monday.com
  • [12:17] How does culture affect marketing?
  • [21:22] How does Molly combat Imposter Syndrome?
  • [28:35] Brands to take notice of
  • [30:54] What’s the biggest threat for marketers today?

Resources Mentioned: 

Subscribe to the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:


Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

Marketers Underestimate Power Of Word Of Mouth, Direct Mail And In-Store Signage

Brands are betting big on influencers these days but a new study from RRD shows they’re underestimating the power of word of mouth, which the data show is actually consumers’ preferred method for learning about a new brand, product or service.

Other untapped traditional channels include direct mail and in-store signage, a finding that reflects the major differences between marketer assumptions and what consumers say actually influences their brand awareness and buying decisions.

Word of mouth is the preferred method for brand awareness for 28 percent of consumers yet just 4 percent of marketers cited it as a consumer preference for awareness.

Word of mouth outpaced social media at 23 percent, cable TV at 12 percent and online/digital ads at 11 percent. What’s more, RRD found that word of mouth has a higher research-to-purchase ratio (40 percent) than social media (30 percent), online/digital ads (27 percent) or print ads (16 percent). Meanwhile, just 7 percent of marketers identified word of mouth as a channel that results in consumer purchases.

While 82 percent of marketers believe influencers drive purchases, just 26 percent of RRD’s respondents said that influencers make them more likely to purchase new products or services.

Almost a quarter (21 percent) of marketers said that shoppers use Snapchat to discover new brands but only 7 percent of consumers agreed.

In addition, at least one in three consumers follow brands they like on Facebook, YouTube and Instagram. When it comes to following their favorite brands, consumers prefer Pinterest (21 percent), TikTok (20 percent) and Twitter (19 percent)—over Snapchat (16 percent) and Reddit (11 percent).

Fifty-one percent of consumers, particularly Gen Y (65 percent), were more excited to receive direct mail in the past year than they were in the year prior. Other cohorts did too, including Gen Z (57 percent) and Gen X (53 percent). At 36 percent, baby boomers were the least excited about getting direct mail.

As indicated by 62 percent, consumers are ready to resume their pre-pandemic shopping habits. Many tested the waters with new brands but 35 percent admit that these changes due to the pandemic will only last less than six months whereas 43 percent of marketers expect consumers to not return to their pre-pandemic shopping habits for another 6-12 months.

Lastly, 58 percent of consumers told RRD that in-store signage is influential in their purchase decisions, with 80 percent preferring to shop in stores with signage that helps navigate the store and avoid crowds.

RRD’s findings are based on twin surveys conducted among 250 US marketers and 1,000 consumers in July 2021.