How Retail CMOs Aren’t Meeting Their Highest Marketing Priorities

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Over two-thirds of retailers think they aren’t meeting the demands of hyper-adoptive consumers, according to a new report from retail tech company Bluecore and Forrester Consulting, “Align Technology, Data And Your Organization To Deliver Consumer Value.” With 39 percent of all offline sales influenced by digital channels, the report explores retailers’ current marketing obstacles, solutions to which we’re addressing with insight from Sherene Hilal, VP, product marketing and business operations at Bluecore. 

Forty-five percent of respondents cited customer acquisition as one of their highest marketing priorities for 2020, followed by 39 percent who said customer experience. Despite this, only 20 percent and 21 percent of respondents believe they’re effective at their two top-priority objectives—customer acquisition and customer experience—respectively. Why? Because 50 percent of respondents are only spending 30 percent or less of their time on these high-priority objectives.

“We’ve seen major roadblocks in winning new customers, improving personalized and omni-channel experiences due to legacy technology that is unable to deliver 1:1 communications and operational gaps between CMO/CIO teams, so honing in on alleviated pressure on those two fronts will help CMOs to deliver on their top objective,” says Hilal.

To become effective at winning new customers, Hilal suggests that retail CMOs re-evaluate their tech stack annually to take stock of the capabilities that they have, but also the overlap that may be producing workflow bottlenecks, data fragmentation and organizational silos. By doing so, Hilal says, CMOs can continuously see speed to return on investment (ROI) and continued competitive business goals. CMOs should also work closely with their CIO partners to determine shared goals around key business metrics (i.e. lowering acquisition costs, driving repeat purchases) because the tech and marketing sides of house need to work together in order to drive those metrics.

The report also found that retailers are struggling to deliver personalized, omnichannel experiences—just 30 percent say they’re effective at this. Hilal notes that CMOs must define personalization for their organization and focus on outcomes versus features—Request for Proposals (RFP) are a one-size-fits-all approach versus a Proof of Concept (POC) tailored to the outcome you are looking for from personalization.

On the other hand, a Gartner study released in 2019 found that 80 percent of marketers will ditch personalization efforts by 2025 due to a lack of ROI and negative consumer perceptions surrounding data privacy.

Access to real-time data may also be affecting retailers’ ability to keep up with consumers’ increased rate of product adoption and demand for experience as 42 percent of respondents say it takes a few days to receive campaign or audience data requests. Whereas only 10 percent claim to have access to data in real-time or near real-time.

Says Hilal, “Many retail CMOs think that gathering all their data into one system, like a CDP, is the answer to receiving campaign and audience data in real-time, however, there is no activation layer to be able to execute so not only are you not getting ‘real-time,’ you are creating choke points between your audience layer and campaign layer.”

According to Hilal, CMOs must demand a set of minimum required capabilities from their tech that innately supports real-time access and execution of audience data for campaigns. Modern tech that natively unifies customer, behavior, and product data to provide affinity, trend and engagement insights, along with AI-driven recommendations and workflows that directly support retail business objectives, is the solution, she says.

The findings are based on surveys given to 307 marketing technology decision makers in the US and Europe between July-November 2019. Sixty-two percent of respondents represent apparel and footwear, 50 percent home goods, 43 percent health and beauty and 34 percent luxury goods, with many overlapping categories.

The Power Of Music With Genius CRO Rob Elder

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During this 191st episode of “Marketing Today,” I interview Rob Elder, the chief revenue officer at Genius. Genius is the world’s largest encyclopedia of lyrics and music. It’s a leading brand in music producing popular video series’ like “Verified,” “Deconstructed,” “Genius News” and “Open Mic,” reaching over 100 million people monthly across the globe. 

Elder started his career at agency Grey Direct as an assistant media planner, then moved into the “sales” side of the business with Sony. He’s been with Genius for a little over two years and had the opportunity to drive growth and focus on developing processes to help the startup be successful.

Elder shares his unique journey and the importance of mentors in that journey. He discusses what Genius brings to the music industry and bringing back the “deeper connection and message that the artist is trying to convey.” He shares about the power of music, branding and marketing legitimacy. “Brands are starting to recognize […] that if they want something fun, intimate, cool and that moves the needle with the younger consumer, Genius is the place to do that.

Highlights from this week’s “Marketing Today”:

  • Rob’s background and the path to becoming CRO of Genius. (01:23) 
  • Key mentors that helped Rob along the way and how. (02:10) 
  • The offering “Genius” provides to the music industry. (04:46) 
  • Highlights for Genius over the last two years. (06:50) 
  • The power of music for brand partnerships. (08:58) 
  • A breakdown of Genius’ brand and artist relationships. (10:41) 
  • Examples of brand/artist relationships. (12:16) 
  • The future of Genius going forward. (14:43) 
  • Specific partnerships that will “move the needle” for Genius. (16:48) 
  • How data drives the strategy for Genius. (17:26) 
  • The experience of Rob’s past that defines who he is today. (18:51)  
  • Advice for the “younger” Rob. (19:40) 
  • Brands, Companies, or Causes to take notice of. (20:44) 
  • Most significant opportunity or threat to marketers. (22:37)

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 opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

Three Areas Our Industry Needs To Address To Stay Relevant In 2020

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Originally published at AW360 by Jeff Tan.

Article Takeaways: 

  • Some thoughts on regaining consumer trust
  • We need to move toward more human-centric design processes
  • Cognitive diversity does not mean inclusivity

So, the days are shorter, we’re now less than a year until the presidential election, and the holidays are fast approaching.

As we reflect upon the year behind us and plan for the year ahead, it’s worth thinking about where our industry will evolve in 2020 and beyond. “The best way to predict the future is to study the past,” said Robert Kiyosaki, bestselling author, and businessman. So, in order to address our historical ills and navigate a path for our industry’s future, here are three areas we need to move towards:

Move towards regaining trust. The last few years have been brutal for digital advertising’s reputation; we’ve seen multiple major data breaches and apathy toward consumer privacy from some of the biggest technology giants.

The major players including Facebook have taken steps toward regaining the trust of consumers, brands, and Congress. For the most part, I believe them. However, much more needs to be done by the industry as a whole. We’ve been conditioned to viewing consumer data as a commodity to be exploited. It’s critical that we change our mindset and put consumer empathy at the center of our worldview.

Move towards consumer-centric innovation. Remember when QR codes came out? Agencies and brands jumped into action. We witnessed QR codes on the subway where there was no cell reception or simply directing people to a Facebook page. What was the point?

We need to move towards a human-centered design mindset; ensuring that we understand our consumers’ needs/wants/pains/gains to create an experience that truly meets their needs. Otherwise, we’ll keep whittling away resources, time, and trust on tactical technology-led applications that add zero value. Or worse, find more ways to interrupt our consumers’ lives in ways that will annoy them even more.

Move towards cognitive diversity. I want to make a distinct point between hiring for cognitive diversity and simply hiring people from different gender, ethnicity and age groups. The former prioritizes building a workplace based on diversity of thought by attempting to understand different ways people approach problems. The latter makes the lazily incorrect assumption that distinct demographics think uniformly.

A few months ago, I visited the campus of a big tech company and heard from their Chief Diversity Officer. I was initially impressed by her efforts at spouting research indicating that teams with diversity of thought perform better than homogenous teams. Toward the end of the presentation, I was dismayed by the declaration that the company defined “Hiring for Diversity of Thought” based solely on veteran status, disability status, sexual orientation, and ethnicity. As a person of color, I find the assumption narrow-minded that my ethnicity determines the way I think.

For our industry to stay relevant and thrive over the next quarter-century, we have a lot of work to do. Providing a true value exchange to consumers, taking data privacy seriously, and respecting their rights will regain consumer and societal trust. Developing a cognitively diverse industry will ensure not only an inclusive environment for all but more effective communication outcomes for brands.

It’s critical that we adopt a reflective mindset, analyzing the errors of the past in order to improve our future. Here’s to the holidays and 2020!

What We’re Reading–January 13, 2020

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We’ve searched for the latest must-read marketing stories so you don’t have to. Here’s what’s happening in the industry this week, from taking another look at generational stereotypes to 2020 marketing challenges.

3 Key Factors Of Brand Partnerships That Boosts Creativity
Adweek

Planning a brand partnership? Keep these three factors in mind. They’ll help ensure your partnership is worthwhile for all parties involved.

Why it matters: Brand partnerships may seem rote but there’s a number⁠—in this case, three⁠—of factors that separate killer brand partnerships from partnerships that should have been killed.

The Voice Of Blind People Hasn’t Been Heard’: Inside The Fight For Audio-Described Ads
The Drum

Advertising has largely ignored the blind. P&G wants to change that with audio descriptions.

Why it matters: There’s an untapped audience not being adequately served by marketers. As the article notes, “if a company produced an audio description of its next ad for British TV, it would immediately reach an extra 2.2 million people.”

What’s Top Of Mind For CMOs Right Now?
eMarketer

Six chief marketing officers share their priorities for 2020, including digital transformation and channel growth.

Why it matters: Here’s what your competition is planning for 2020. Aren’t you a little curious?

Your Data-Driven Marketing Is Harmful. I Should Know: I Ran Marketing At Google And Instagram
Entrepreneur

The map is not the territory: marketers run the risk of relying too heavily on data that they forget the human represented by it, including their emotions and needs.

Why it matters: “The reality is that marketers have long understood the need to build and foster meaningful emotional connections between businesses and customers. The quality of these connections helps to define the world’s most iconic brands.” What we know is that quality suffers when taking human activity in abstraction.

The CMO Role Is Evolving Rather Than Going The Way Of The Dinosaur
Chief Marketer

The death of the CMO has been greatly exaggerated, being borne out of creative roles that typically diverge from left-brained, analytical data-crunching. But the tide may be turning and one needs only to point to the fact that Coca-Cola recently revived the CMO role after two years without, a bellwether for smaller brands that are wrestling with the changing nature of the position.

Why it matters: The increasing influence of data-fueled technologies has been blamed for the untimely demise of the chief marketing officer, but the case can be made that more data is empowering CMOs, and is not an existential threat. By changing mindsets around data, the CMO can incorporate new technologies and “not only […] survive but thrive.”

Hulu To Debut New Ad Formats In 2020 Focused On Letting Users Make Choices, Transact With Advertisers
Tech Crunch

Hulu is unveiling new ad experiences that would allow viewers to engage with brands and have more input in determining which ads they are served.

Why it matters: Hulu’s new ad formats are a direct response to confronting the problem of disruptive ad experiences. The hope is that these ads are “less disruptive, more engaging, and more functional.”

The Story Of Casper Shows There Is No DTC ‘Revolution’
Marketing Week

The DTC revolution will not be televised. In fact, it may not have happened at all. DTC brands entered the fray touting a “different model for marketing,” but the distinction dissipated once the startup-phase ended, finding many DTC brands shifting from their direct distro models to traditional retail channels.

Why it matters: The very premise of DTC has been gut-checked for some time, as we covered during SXSW last year. Mark Ritson’s latest piece is a no holds barred missive to marketers that “most of [DTC brands’] touted disruption and success was bullshit.”

How To Market Taboo Products
Entrepreneur

Marketing taboo products can be a tricky business. You run the risk of offending consumers or making light of serious social issues. At the same time, the “friction”
from discussing taboo topics can be a major advantage.

Why it matters: Some of the most lauded campaigns from the past year push the boundaries of what’s socially addressable in public. Danielle Sabrina’s tips for marketing taboo products ‘the right way’ can help you position your brand to take advantage of the taboo nature of difficult-to-discuss products.

Opinion: Under The Influence—The Dishonest And Wasteful Practice Of Influencer Marketing
Ad Age

Should marketers say ‘farewell’ to influencers and get back to the brass tacks of marketing? Has the drive for word-of-mouth authenticity once promised by influencers run out of gas? Kevin Twomey makes the case against influencer marketing.

Why it matters: Due to the difficulty of proving the ROI of influencer marketing, coupled with a swell of dishonest behavior from influencers and the prospect that by 2022, $15 billion will be spent by brands on marketing with influencers, marketers should take a long, hard look at their marketing mix.

The Great Sucking Sound: Automation Has Made Media Harder

Digiday

Turns out, automation when it comes to media buying has not necessarily cut down on the number of humans it takes to manage it. In fact, in myriad ways, media buying has perhaps gotten harder.

Why it matters: Marketing automation has long been sold as a way to reduce costs and simplify processes for marketers, but is that really the reality? Clearly, not with media buying—but how many other processes are facing similar fates?

Only 28% Of Marketers Focus On Data Quality Reports: Nielsen

MarTech Advisor

More data, more actionable insights? According to a new report from Nielsen, perhaps only 28 percent of marketers may actually be concerned with the quality and accuracy of the data they use.

Why it matters: This can be summed up in one sentence of Nielsen’s global head of analytics, Matt Krepsik: “Marketers are seeking greater accountability in today’s increasingly omnichannel landscape, yet we learned through this study that their investments in media are often driven by perception versus reality.”

Micro-Influencers Trends: Platform, Format And Compensation Practices

MarketingProfs

Some highlights from MarketingProf’s micro-influencer trend report, which may be of no surprise to anyone: micro-influencers largely prefer Instagram to activate their brand collaborations, they want compensation in the form of actual payment (not swag, exclusivity, etc.) and Instagram Stories—with their ability to direct action toward a brand—are the format of choice.

Why it matters: The trend has shifted from focusing on macro-level influencers, to engaging “micro” influencers, which have a more engaged following—that is, until they are overleveraged by brands, too.

How Brands Like Unilever, McDonald’s And WPP Are Responding To Australia’s Bushfire Crisis

The Drum

The Australian bushfire crisis has triggered numerous responses from brands, many well-intentioned of course, but also many that appear to be a little opportunistic as well. It is not a good look to leverage tragedy to try to sell more product. On that note, this article offers insights on why and how brands can get involved on issues like this in real, authentic ways.

Why it matters: With brand activism on the rise and younger consumers looking for social responsibility from the brands they buy from, it is imperative brands get this right.

How To Grow A Brand Beyond A Buzz Moment

Business Of Fashion

Brands, big or small, can do with some advice on how to capitalize on a time when your brand is accidentally or purposefully of the moment. Buzz is great and all, but how can you turn it into longevity?

Why it matters: Lightning strikes. Look at Eggo and Stranger Things. Gigi Hadid and 40-year-old sunglasses brand Le Specs. It’s worth entertaining how you would respond if your brand was unexpectedly thrust into the conversation.

Google Chrome Will Drop Third-Party Cookies In 2 Years

AdExchanger

“We are confident … mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete,” said Justin Schuh, director of Chrome engineering.

Why it matters: “These changes will affect Google’s business buying ads across the open web, often known as its DoubleClick business, a Google spokesperson confirmed.”

Fuelling The Influencer Machine: The Hidden Network Turning People Into Stars

Business Of Fashion

Exploring the impact of the influencer marketing machine.

Why it matters: The state of influencer marketing shows strong growth. In-depth knowledge of how influencers operate is imperative for marketers who may run these campaigns in the future.

5 Steps To Secure Your Customer Data

Forbes

Blake Morgan makes the case for continually revising and re-evaluating your company’s data privacy policies and strategies.

Why it matters: Stats show that consumers expect responsible data handling and clear communication around how companies comply with data regulations.

The Timing Is Right For Brands, Streaming And The New Heartland

Forbes

Get to know the “New Heartland.”

Why it matters: Brands and media buyers have misconceptions about a new subset of viewers, and overlooking this important segment will cost them.

3 Ways VR/AR Became A Reality For Brands At CES

Ad Age

A special report from Ad Age covering the VR/AR technology at play at CES, as well as implications for marketers.

Why it matters: While still an industry in its infancy, VR/AR is set to hit the mainstream. Learn how 5G will affect how marketers use the technology as its adoption becomes more widespread.

Talkin’ ‘Bout My Generation: Subverting The Stereotypes

The Drum

Research director Wex Eathorne breaks down five trends based on Opinium Research’s Most Connected Brand study which indicates that “[generational] differences are driven by fundamental social, cultural and technological changes.”

Why it matters: Understanding the influences behind generational attitudes toward brands goes a long way to unseat stereotypes based on how consumers view their relationships toward them.

Marketers Ignore True Brand Impact At Their Peril

Forbes

“Just because a commercial garners views does not mean there is brand impact.” Dig in to learn what really drives brand impact.

Why it matters: Learn why and how captured impressions are distinct from how people are impacted by your brand.

It’s Time For Brands To Stop Climate Grandstanding And Listen To Consumer Needs

Adweek

Is a preponderance of “purpose” throwing marketers off the trail of what really matters?

Why it matters: Even purposeful pedestals can be cloying to consumers and miss the point of connecting, rather than preaching, to people over shared environmental concerns.

Your Challenge For The 2020s: Make Marketing More Accessible

Marketing Week

A challenge to every marketer for the new decade: “do what [you] can to ensure marketing feels possible, accessible and full of potential.”

Why it matters: We all need a challenge in 2020.

Editor’s Note: Our weekly reading list is updated daily. This installment is updated until Friday, January 17. Have a tip? We’re looking for must-read articles related to trends and insights in marketing and media. Let us know at editorial@alistdaily.com.

The Rise Of Anti-Luxury Luxury

BY

Originally published at AW360 by Josh Kelly.

Article Takeaways:

  • Consumers increasingly value memories and experiences over things. Affluence has a new definition.
  • The old definition of exclusivity is less enticing than it once was. Inclusivity is increasingly becoming everything. 
  • Quality and craft still command price and denote upscale, but they’re not limited to haute couture and fine dining.

Brands Must Appeal To The Next Wave Of Big Spenders Turning Upscale Upside Down

Luxury is a loaded word. It conjures images of showy opulence and status symbols. That aesthetic still appeals to many–sales of traditional luxury goods are headed toward $1.5 Trillion in the next few years.

But to a new (especially younger) wave of affluents, it’s the opposite of what they want. For them, the idea of luxury is not captured by one external standard by a small (and consolidating, as LVMH’s recent purchase of Tiffany shows) group of accepted luxury brands. The whole point of having money to spend is that you get to define things (and yourself) on your own terms.

Perhaps the most shared recent photo of Bill Gates is a shot of him in line at a taco truck. It shows that today, tacos and tee-shirts can entice today’s big spenders as much as 5-star hotels and fine timepieces if brands understand a few key things about the changing mindset.

It’s All Experience

To the next wave, life’s not about what you have, it’s about what you do. The old distinction between “personal luxury” and “experiential luxury” is less meaningful as everything merges around a new consumer intent.

A colleague of mine puts it perfectly, “the age of the Michelin starred food cart has already arrived.”

Experience is an over-used word for a simpler truth–there is no more valuable a commodity than spending truly memorable, inspiring time and emerging more connected to people, places, and yourself.

A 2019 BCG Study noted the move toward single-brand digital and offline retail environments that reinforce the power of traditional brands like Gucci to control context, reinvent and connect with younger audiences that are driving their growth. Also, notably, the growing importance of influencers, across both traditional fashion-focused and paid celebrities and micro-influencers that connect around interests in travel, food, veganism, biohacking, tech, fitness.

Everywhere, experience is the star, and luxury goods serve more as souvenirs and keepsakes that accompany your journey. While affluence used to mean white glove, penthouse exclusivity; the next wave might cluster in street-level lobbies, wearing street style and eating street food.

Buy Less, Mean More

The scarcity of supply still drives value. But more than ever, scarcity of demand does, too. That means making purchases that feel uniquely yours —transformative, not just additive. For instance, the BCG study also revealed the perceived value of sustainability is growing fast. Nowadays, you might not think twice when even the most upscale hotel invites you to re-use linens. Because that which used to be decadently non-essential now needs to feel somehow meaningfully imperative.

Some may still be decked out head to toe in Chanel. But if you’re expressing appreciation for craft and artistry, you may be modeling the type of mix and match, casualwear luxury mindset that shows up in studies of younger affluents. Think John Mayer, whose appreciation for the mechanics and nuances of his multi-million-dollar watch collection is featured on Hodinkee, while the rest of his vibe is on display for Grateful Dead aficionados.

You Define It; It Defines You

More and more, the exclusivity defeats the purpose. Inclusivity makes you part of the richness of what the world offers. Above all, according to a 2019 YouGov Study, the value people seek most with their money is freedom. If old luxury was about showing you belong in an upscale strata, now luxury shows you transcend it. Your people are everywhere, and everything is available to you.

This mindset drives the importance of partnerships unconventional collaborations for the younger luxury buyer. For instance, sneakers that pair premium streetwear brands like Off-White with Nike result in something rare, exclusive and priced up to $3,000. It’s why Chanel partnering with Pharrell Williams, Rolex with National Geographic, Supreme and Stone Island, A Bathing Ape and Heineken. These brand collaborations are showing people how to mix and match to create a new vision of what’s possible for you.

Democratization By Design

A high-end personal trainer and financial planner are a tap away on the phone in your pocket. So are an entire economy of fancy cars and homes for the sharing. To the new wave, vintage and 2nd hand have become highly desirable treasures to hunt. Quality and craft still command price and denote upscale, but they’re not limited to haute couture and fine dining. Any non-essential, from taco trucks to jetshares, can feel luxurious, provided the service and delivery is executed exceptionally for just what it is. It’s what allows the people who buy it to be just who they are.

The big shift in luxury is a shift in expectations. As Kenn Fine puts it, “it used to be that consumers used luxury goods to signify they’d joined the club. Now, it’s about how these brands revolve around you, joining your life and meeting your intent. The value in buying something is you opt into a story, and it becomes part of your journey.”

The term luxury is still relevant. But even when qualified as casual, approachable, new or even anti, it no longer correlates to a single standard and segment. While you still can’t walk a block in Hong Kong without seeing a $25,000 watch in the window, most of the top 10 richest people in the world wear t-shirts and jeans. And those of us who help to build luxury brands are excited to see the aesthetic of Napa Valley, Silicon Valley, surfers and skaters, and global citizens is on the rise. And brands that rise with it, will need to perfect a version of luxury that feels more essential.

US Marketers Are Struggling In China, Report

BY

A new report, “Decoding China,” by the global marketing consultancy LEWIS, reveals that U.S. brands are not achieving the desired success in the region due to a cultural knowledge gap and overconfidence.

According to the report, which surveyed 351 U.S. marketers, China, the second-largest global market, remains a priority for major brands stateside. Among the brands surveyed, 71 percent reported that they are currently marketing products or services in China; 80 percent said they feel their marketing has been extremely or very successful; 62 percent are increasing marketing and communications budgets in China, and 55 percent are planning to increase budgets in the upcoming year. 

Despite this, the researchers found that a serious knowledge gap, especially in localization, preferred social channels and technical aspects, prevents U.S. brands from succeeding in China. 

VP insight and research at LEWIS, Matt Robbins, told AList: “One of the main issues that the report uncovered is senior U.S. marketers’ false belief that they fully understand marketing practices in China.”  

In fact, 80 percent of the respondents reported that they completely or mostly understand Chinese marketing practices, while 88 percent said they are very confident in their ability to accurately measure their campaigns in the country.   

“The good news,” Robbins continued, “is [that] Chinese consumers are typically more homogenized than their U.S. counterparts, meaning campaigns don’t need to be overly personalized or individualistic in nature. That being said, the motivators that spur consumer purchasing are entirely different than those of U.S. consumers, and knowing the cultural principles behind those motivations will be key to US marketers having success in China.”

The research also found that 41 percent of respondents make a mistake of applying the same marketing plans in China as they do at home, disregarding platforms, demographics and cultural differences in the region. And another 30 percent of marketers surveyed admitted to being not at all or only somewhat familiar with Chinese social media and e-commerce platforms. 

“China is at the forefront of adopting new social media and message platforms. Unlike in the U.S., where websites are still the main place that consumers go to interact with brands, in China those interactions are happening on consumers’ mobile devices on platforms like WeChat, Weibo and Tencent, among others. If U.S. marketers are focusing a lot of their time on western social media applications (Facebook, Snapchat, etc.) or on the Chinese version of their website, then they are likely not reaching the audiences that they had hope,” Robbins said.

It is important to note, however, that another piece of the puzzle is a lack of transparency in marketing and communications industries in China, which 77 percent of the respondents identified as a tangible challenge to further marketing efforts.  

How A Growing Number Of Food Brands Are Using Street Style To Stand Out

BY

A growing number of quick service restaurants (QSRs) and food and beverage brands are adding branded clothing merch to their marketing strategies.

TWIX is one of those brands as it just launched a 360-degree campaign and fashion tie-in for the nationwide release of its Cookies & Creme bars. The snack brand enlisted sneaker guru The Shoe Surgeon to create a pair of limited-edition sneakers, featuring tearaway design elements, modeled after everything about the Cookies & Creme bars. Only 100 pairs of the sneaker will be made and given away at drop in-store and online events in February, details for which TWIX will disclose via social channels just before the events.  

“Beloved in the world of sweet treats, Cookies & Creme is also a staple sneaker colorway, one that’s adorned every major sneaker brand and style. Sneakers have come in pairs, a left shoe and a right shoe, for as long as anyone can remember, and so have TWIX® bars. A sneaker collaboration made perfect sense for the national rollout of TWIX Cookies & Creme,” TWIX tells AList.

The limited-edition TWIX x and The Shoe Surgeon partnership was further brought to life in a social video spot that spoofs popular sneaker shows. Behind-the-scenes footage of the making of TWIX Cookies & Creme bars will be highlighted in a national television spot premiering January 27. In February, fans will get to experience working inside the TWIX factory (virtually) via a Snapchat portal lens.

Oreo also recently released its first-ever fashion collection with the help of three influencers to drive sales in key European markets. Oreo, like TWIX, isn’t really in the merch selling business. Both brands are giving fans a chance to win the wares, a strategic way to get the most engagement and awareness out of the activations. To win Oreo’s apparel collection, fans must purchase a special Oreo pack and enter the competition on oreostyle.com and the brand’s social media channels. An activation like this will help maintain Oreo’s relationship with Gen Z as Oreo ranked fifth overall in Morning Consult’s list of Gen Z most loved brands.

Last year, Arizona Iced Tea and Adidas teamed up to create a pair of 99-cent sneakers. The resulting pop-up was so popular that police were forced to shut it down early due to the hordes of fans that arrived. In December last year, McDonald’s believed so strongly in the power of merch that it opened an online pop-up store to sell branded apparel and accessories year-round.

This most recent iteration of the branded merch trend goes back to 2016 when Taco Bell sold custom socks through a partnership with Los Angeles-based streetwear brand The Hundreds. That same year, Pizza Hut also released a Hut Swag Line with snapback caps and graphic T-shirts. 

Popular mid-Atlantic QSR Roy Rogers has followed in these brands’ footsteps with an ecommerce store called “Roy Rogers General Store,” the brand announced on Twitter this week. “Moderately priced” apparel and accessories that celebrate the brand’s cowboy heritage is the restaurant’s means of carrying its brand deeper into its consumers’ communities. The brand has 48 locations in the US.

Many QSRs have since hopped on the merch train, from KFC to Popeyes to Dunkin’. Merchandise lets companies extend brand awareness beyond one in-store visit or purchase and become a daily part of consumers’ lives. The incentive to appeal to Gen Z and millennials is strong too as these generations gravitate toward brands that reflect a genuine connection to street culture and athleisure wear.

FabFitFun Names Louisa Wee As First Chief Marketing Officer

BY

This week in B2C marketing leadership announcements, Marriott International promotes a new chief sales and marketing officer for the Asia Pacific region, Memorial Sloan Kettering Cancer Center names a new chief marketing and communications officer, Oracle hires a former Amazon Web Services executive as their new chief marketing officer, BBC Studios names a new CMO and Jack In The Box adds three women to the leadership ranks.

FabFitFun Announces First CMO

Lifestyle subscription company FabFitFun brings Louisa Wee onboard to serve as the organization’s first chief marketing officer.

Wee’s previous position was VP of marketing strategy and analysis and programmatic media buying at Netflix. The press release announcing her new position notes that Wee will “oversee the strategy and execution for the company’s global marketing initiatives, as well as brand, content and creative programming.”

The Storage Acquisition Group (TSAG) Lands New CMO

The Storage Acquisition Group (TSAG) named Melissa Shandor CMO today, as reported by Digital Journal.

Commercial real estate firm TSAG noted that Shandor will assist in their success “through a layered marketing approach throughout its 30+ markets,” notably by driving rapid growth and expansion.

Marriott International Names Chief Sales And Marketing Officer For Asia Pacific Region

Bart Buiring will be transitioning from his previous position as chief operations services officer, Asia Pacific, to chief sales and marketing officer for that region, according to a press release from Marriott International. 

Buiring will lead operations related to “building the Asia Pacific customer base, adapting Marriott International’s brands and travel program, Marriott Bonvoy, to the local market, while also leading the sales organization and driving Marriott International’s Asia Pacific distribution and pricing strategy.” 

He is replacing Peggy Fang Roe, who will transition to the newly-created role of global officer, customer experience and new ventures for Marriott International.

Memorial Sloan Kettering Appoints Chief Marketing And Comms Officer

Roxanne Taylor has been appointed to the position of chief marketing and communications officer at Memorial Sloan Kettering Cancer Center, effective February 3. 
Taylor has spent most of the past 23 years at Accenture, with ten years as chief marketing and communications officer. Most recently, she has served as a member of the board of directors for Pure Storage, Whalar and OpenX. She has been named among Forbes’ “World’s Most Influential CMOs” and is on the board of directors of the Ad Council.

Ariel Kelman Joins Oracle As Chief Marketing Officer

CNBC reports that former Amazon Web Services worldwide marketing VP Ariel Kelman is moving to Oracle to take over the chief marketing officer role. 

Prior to AWS, Kelman served as head of worldwide marketing for Salesforce. Rachel Thornton is replacing him as VP of worldwide marketing for AWS.

Starbucks CMO Joins Kaiser Permanente Board Of Directors

Matthew Ryan, chief marketing officer for Starbucks, has joined the boards of directors for Kaiser Health Plan, Inc. and Hospitals. According to a statement from Kaiser Permanente CEO Greg Adams, Ryan’s “knowledge and experience will help the organization maintain its position as an industry leader. [He] is a strong addition to our boards and we look forward to his contributions.”

BBC Studios Appoints New CMO

Nicki Sheard, the former head of marketing of BBC News, has a new role with the broadcaster as CMO of global marketing strategy, The Drum reports. 

Sheard, who is set to begin the new role in March, most recently served as chief marketing officer for Charlotte Tilbury Beauty.

Jack In The Box Promotes Three Women To Top Leadership Roles

Jack in the Box’s former VP of marketing communications, Adriene Ingoldt, has been promoted to SVP and chief brand and experience officer. QSR Web reports a handful of promotions, including this position. 

Additionally, VP of product marketing Jennifer Kennedy, a 10-year Jack in the Box veteran, was named SVP and chief product and innovation officer.

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, January 17. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.

Job Vacancies 

Vice President, Global MarketingShiseido Americas CorporationNew York, NY
Vice President, Creative MarketingFOX CorporationNew York, NY
Chief Marketing OfficerForresterCambridge, UK 
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, Marketing StrategyParamount PicturesHollywood, CA

Make sure to check out select job vacancies on our Careers page.

LinkedIn Wants To Help Humanize Brands With Live-Streaming

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This week in social media news, LinkedIn expands its native live-streaming to all company pages, Instagram is officially testing direct messaging on desktop and a new report shows Facebook-owned apps dominated downloads in 2019.

LinkedIn Expands Live-Streaming

LinkedIn Live, which was originally available only to selected users, can now be used by any company page through the page manager who needs to apply for access.

Why it matters: Expanding its native live-streaming feature aligns with current user habits as LinkedIn users are 20 times more likely to share a video on the platform than any other form of content. With live-streaming, brands have seen seven times more reactions and 24 times more comments versus standard video posts on LinkedIn, enabling them to better humanize their brand.

The details: LinkedIn’s live-streaming option was only available in the US, but this new update will allow any company page to reach page followers via sight and sound. The platform plans to support video streaming via third-party tools including Socialive, Wirecast and Restream.

Instagram In Test Phase Of Desktop-Based Direct Messaging

Instagram has confirmed that it will give a select group of users access to direct messaging through its desktop version.

Why it matters: Access to direct messaging on the web-based version of Instagram will let marketers more efficiently monitor customer service queries. The expansion will also benefit those users who have restrictive data plans or limited network access.

The details: Instagram’s web-based DM test was first spotted in February last year, but the platform says the process is currently “still very much in test phase.” Per Social Media Today, reverse engineering expert Jane Manchun Wong, upon first discovering the test, noticed that through DM on Instagram’s desktop version, thread information is displayed as a sidebar similar to Facebook messenger.

Facebook-Owned Apps Top Most Downloaded List Of 2019

Sensor Tower’s latest data report lists the most downloaded apps of 2019 across Android and iOS with Facebook leading the way.

Why it matters: Though Facebook-owned apps dominated Sensor Tower’s list, the data shows that TikTok outpaced Facebook messenger and Facebook itself. 

The details: WhatsApp came in first, Facebook messenger in third, Facebook in fourth and Instagram in fifth. It’s no surprise that TikTok landed the second spot on the list but what’s interesting is that Twitter was at the bottom. Short-form video app Likee, which has over 200 million users worldwide, came in sixth, just under Instagram.

TikTok Testing New Content Stream Inspired By Snapchat

According to The Financial Times, TikTok is looking to add a curated content stream, which would highlight selected content from popular creators and professional publishers.

Why it matters: TikTok has come under fire for displaying controversial posts that appear next to ads. A highlight stream similar to that of Snapchat’s discover stream would allow TikTok to maximize its revenue potential while giving moderators more control over top content. 

The details: TikTok seems to be following in the footsteps of Snapchat, which has seen huge success with its discover feed. In Q3 2019, Snapchat said that over 100 of its discover channels now reach, on average, audiences in the double-digit millions monthly. A curated stream for TikTok would give it more control over users’ viewing experience.

Twitter Considers Tipping Via Tweets And A User Rating System

On a mission to improve the overall Twitter experience, the platform is considering adding more features such as its own payment options and a user rating system.

Why it matters: Exchanging money through tweets could give popular tweeters a new revenue stream and having a user rating system in place could prevent negative behavior from bullies and trolls.

The details: According to The Information, Twitter users could potentially one day send each other money via tweets though no such project is actively in development. The second feature Twitter is thinking of adding is a user rating system like on Lyft, which would work to provide “an understanding within the marketplace that if you behave a certain way, that your reputation will be impacted in a way that can have adverse consequences.”

Pinterest Becomes Third Top US Social Network, Beating Snapchat

An eMarketer report says that in 2019, Pinterest outpaced Snapchat, making it the third-most-popular social network in the US behind Facebook.

Why it matters: Pinterest avoids being labeled as a social network but it continues to introduce features that emphasize commerce through shoppable media. Its new features for mobile marketers and the fact that it went public in April last year may have contributed to its expansion.

The details: eMarketer estimates that Pinterest’s user base grew 9.1 percent to 82.4 million last year whereas Snapchat grew 5.9 percent to 80.2 million. This year, Pinterest will expand 2.8 percent to 88.3 million and Snapchat will grow 3.6 percent to 83.1 million.

Facebook Gaming Outperforms Twitch, YouTube And Mixer

According to Mobile Marketer, a study by StreamElements and Arsenal.gg found that last month users on Facebook increased viewing times of gaming livestreams by 210 percent from a year prior.

Why it matters: Last week, The Information reported that Twitch’s ad revenues fell short of expected revenues by 50 percent. Further indicating Twitch’s decline is the fact that the platform’s share of the live streaming market slipped from 67 percent in 2018 to 61 percent in 2019. Twitch launched in 2011 while Facebook Gaming started in 2018.

The details: The study shows that last month Facebook Gaming boosted its share of live streaming to 8.5 percent from 3.1 percent a year earlier, maintaining its position as the third most popular platform. In comparison, YouTube Gaming holds a 28 percent share while Mixer ranges from two percent to three percent. 

Reddit Bans Content That Deceptively Impersonates People, Entities 

In an update to its guidelines, Reddit has outlawed impersonations and deepfake content.

Why it matters: Reddit is following competing platforms’ lead as Facebook and TikTok recently also banned misleading manipulated videos.

The details: Though Reddit stated that impersonation is one of the “rarest report classes we receive,” it said that the move is a precautionary one meant to prevent “malicious deep fakes of politicians . . . or other, lower-tech forged or manipulated content that misleads.”

Male Influencers Are Earning More Than Female Influencers

Influencer analytics company HypeAuditor surveyed over 1,600 influencers from over 40 countries and found a growing pay gap between male and female influencers. 

Why it matters: The findings aren’t surprising given the lack of industry standards and rules in the influencer marketing industry.

The details: The report splits influencer fees into four categories: ‘per post,’ ‘per story,’ ‘per post and story’ and ‘per post, story and video’ (excluding IGTV). With the average price of $1,411 per post for male influencers versus $1,315 for female influencers, there’s a seven percent difference between the average price. Additionally, male influencers receive 34 percent more for stories as their average price per story is $809 compared to $633 for females.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, January 17. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

How QSRs, Food Brands Are Taking A Bite Out Of The Influencer Marketing Playbook

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Originally published on ION.

(Editor’s note: AList is published by a.network. To get up to speed on the rapid changes affecting the influencer marketing landscape, click here.)

In 2018, Gen Z made 14.6 billion restaurant visits, accounting for a quarter of all the food industry traffic. The young generation’s preferences have inspired quick service restaurants (QSRs) as well as food and beverage brands to refine their offerings, experiences and loyalty programs. 

So where does influencer marketing fit into QSR marketing strategy? Nearly three-quarters of all Gen Z and millennials follow influencers on social media and half of millennials say they trust influencers to give good advice about the brands and products they’re promoting. Gen Z trust, coupled with the fact that the demographic spend an estimated $143 billion a year makes it easy to understand why food and beverage companies are partnering with influencers. Ahead we examine how influencers’ roles in food marketing differ from that of beauty and gaming, and the best practices for QSR influencer marketing.

There are several ways a QSR or food brand can leverage influencers. The first is a sponsored social media post. In the case of Chipotle, the fast food giant turned to video content in 2019 when it partnered with YouTuber David Dobrik for a National Burrito Day challenge on TikTok, dubbed #ChipotleLidFlip. The six-day campaign was inspired by a video of a Chipotle employee that went viral. Dobrik recreated the video, which shows himself flipping the lid on a Chipotle burrito bowl container, then challenged TikTok users to create their own versions. The result was 110,000 submissions with the hashtag attracting over 230 million views in one month.

“The target audience for food-related campaigns tend to be more broad than other categories. While this gives a brand a larger pool of influencers to work with, it can make it more difficult to scale down to the specific ones that are most relevant to a campaign,” says David Neuman, head of influencer strategy at RhythmOne.

Neuman recommends identifying those who are already posting about the brand organically, and if they meet other criteria–like being brand safe, showing high engagement rates or high-quality content–add them to a list of potential influencers to activate for the program.

QSR and food and beverage brands are also engaging sponsored influencer posts with the budget-friendly approach of using nano- and micro-influencers. Wellness and food influencer and holistic nutritionist Remy Morimoto, who goes by “veggiekins” and has 113,000 followers, posted this picture detailing how a turmeric glow superfood latte mix from Pukka Herbs helps her stay healthy during her busy travel schedule. Though it doesn’t feature the product front and center, the vivid post shows an energized Remy in her kitchen holding a cat mug that would appeal to most Gen Z. Morimoto’s caption drives the sponsored post home as it details her tips for boosting the immune system, a natural Pukka Herbs tie-in. 

View this post on Instagram

Want to avoid getting sick while traveling? Try these natural immune system boosters 👇🏽⁣⁣ ⁣⁣ 〰️ fresh ginger, in tea form or juiced ⁣⁣ 〰️ turmeric + black pepper for optimal absorption (this @pukkaherbsus turmeric glow superfood latte mix is perfect pre flight! it also contains saffron, another herb known for its immune healing properties)⁣⁣ 〰️ diffuse essential oil blends containing immune boosting oils like rosemary, thyme, lemon and eucalyptus ⁣⁣ 〰️ stay on top of your vitamins & consider supplementing zinc⁣⁣ 〰️ don’t forget your h2O! ⁣⁣ ⁣⁣ I just hopped on flight 3 of 8 this month (yikes!) so I’m staying on top of my immune system because it’s easy to catch the sniffle in the air. And, we could all use a little boost in the wintertime, right? ⁣⁣ ⁣⁣ P.S. Find out on my stories where I landed & I’ll link this golden mix for ya too. ⁣⁣ ⁣⁣ #veggiekins x #pukkaherbsus #pukkalattes #sponsored⁣⁣

A post shared by Remy Morimoto Park | NYC Vegan (@veggiekins) on

The key takeaway for marketers here is providing your influencer with a campaign brief that encourages them to create content aligned with a brand’s voice. This helps generate more engagement, and when executed organically, will win over Gen Z and millennials, who appreciate when influencers appear authentic and genuine.

Additional roles influencers can play in a food marketing strategy include hosting an interactive in-store experience, becoming a brand ambassador or reviewing a product or dining experience via their website or blog.

“We’ve seen many food-related brands (and other verticals too) migrate away from one-off campaigns to brand ambassador programs. Leveraging a smaller pool of influencers throughout an entire year will provide more credibility around their usage of the product and will help to build an ongoing rapport with their followers. It’s also a great way for influencers to showcase the many use cases of going to a QSR–breakfast, lunch, dinner, celebrating moments, a quick meal, trying a new product and more,” says Neuman.

Neuman recalls partnering with a major QSR brand on an influencer program that involved five mom influencers attending an interactive NYC pop-up—designed by interior designer Nate Berkus—to test various items on the QSR’s new menu. With the new products front and center, the activation drove significant awareness and engagement around the brand and campaign, which ultimately saw an earned media value (EMV) or return on investment (ROI) of $22 for every $1 spent. In terms of measurement, QSRs should focus on targeting how influencers drive in-store visitation.

According to Neuman, another successful tactic is demonstrating value through promotion pushes or limited time offers. Incorporating multiple use cases in a single campaign, like going to a QSR to celebrate a family milestone or promoting the QSR as a destination for a quick yet high-quality meal, is another best practice Neuman suggests following.

Though QSR and food influencer marketing methods seem straightforward, like every vertical, there can be pitfalls to social content. “One challenge is ensuring that the food being made for the influencer puts the brand in the best light. Fast food brands can easily overcome this when creating a TV commercial, but when an influencer goes in-store and gets a sandwich on the fly, it might not always look as presentable as the brand wants it to be. We recommend keeping the store owner in the know about the campaign and coordinating the influencer’s exact arrival time to ensure everything is being made up to company standards and leads to content that puts the product in a positive light,” says Neuman.