Marketing Trends

We have a saying here on Marketing Trends, ‘marketing is meant to be remarkable.’ But what exactly does that mean? Does that mean marketing is great customer service? Or maybe remarkable marketing is advertising that sticks with you. Rob Willey, the CMO of Cheribundi, gave his take on what remarkable marketing actually is.“The fastest way to make remarkable things is via innovation. Meaning identifying what consumers really want or need and catering to that in a meaningful and impactful way. Not every brand can do that, but I think if you start with the consumer, you're headed very quickly in the right direction. I think the wrong direction, which you see a lot of larger companies do is innovate for the supply chain. What can we make more of? What can we make better of? Does anybody even want better of that thing? And what that makes for is a lot of unremarkable products.”On this episode of Marketing Trends, Rob takes a stand on why marketers should stop focusing solely on ads, and instead start aligning themselves with their brand’s views. Rob also dives into how Cheribundi launched a rebrand of its product in the midst of the COVID-19 pandemic by developing a better understanding of its power users and leaning into the strategies that separate Cheribundi from its competitors. Enjoy!Main Takeaways:Best Brands Have an Interesting Point of View: While advertising is important from a brand awareness standpoint, the best brands have a distinct and clear focus on what their point of views are and they relay those points of view to their consumers through their channels. A great PR strategy starts with identifying influencers that consumers can not only trust, but build meaningful relationships with. Those brands then use those influencers to relay messages in a unique and ambitious way.Pivot! Pivot!: For startup marketers, digital channels used to be a cheap way to build brand awareness while also gathering valuable information on who your target audience is. But as paid social has increased in cost, marketers have had to pivot their strategies. One of those pivots has been to increase brand relationships with influences. While these relationships can help build authentic relationships with your consumers, it’s also important to have a clear understanding if that influencer is an actual partner who loves your product or service.Rebranding for the Lifestyle: Marketers are always trying to find a better way to understand who their users are, but when you’re going through a rebranding process it's even more important to know who your power users are and why they love the product. Start by identifying your unfair advantage, what separates you from your competitors, and why your loyalists love your product. Then lean into your channels to test your messages and branding on them while gauging feedback as you rephrase the digital touchpoints of your brand.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

The term, ‘content is king,’ has never been more true than it is today. But while marketers are racing to simply come up with effective content at the speed that consumers expect, there is also a struggle to  produce and scale that content across all of the various channels that exist today.“It's less about costs, and it's more about speed and agility. Our world has changed with the pandemic. We all realize that it's accelerated that change. We all live in a digital-first world and businesses need to adapt to that. They actually have to have the teams inside the business with the right tools to be able to build those experiences really fast and change those experiences on the fly and do it across multiple markets and multiple languages. It's complex.”Bridget Perry knows a thing or two about helping marketers and creatives get access to the proper tools to get things done at the speed at which they require. Bridget served as the CMO of Adobe Europe when the company pivoted to a SaaS-based platform, and she is now the CMO of Contentful, where she is helping marketers push out all the content they need to at the pace and scale they require. On this episode of Marketing Trends, Bridget explains why headless content management systems are the future of content distribution systems, and she dives into the importance of creating a seamless customer experience that reaches your customers across all endpoints.Main Takeaways:Not The Front Door, The Side Door: When it comes to interacting with your brand, digital is often the first entry point for every consumer. But, more often than not, consumers are not interacting with your company's front page, instead, they are accessing your content through other landing pages. As a marketer, it's important to think about all those various touchpoints and make sure you are optimizing every experience to make sure that all your digital endpoints are operating in a cohesive manner.Content for All: It seems like content is being developed at the speed of light and it’s important that marketers have the ability to push that content and optimize it for all the necessary digital channels and not just think about where one piece of content will end up: web, email, text.Speed and Agility: Marketing today is less about overall cost and more about how quickly you can spin up content and then scale that content. As a marketer, your tech stack must reflect the reality that your teams need to be empowered with the particular services that allow them to meet those two critical functions. If your teams cannot operate in an efficient and agile manner, they will fall behind.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Let’s be frank: what your brand says and what it actually does are sometimes two very different things. With consumer expectations rising, they are now checking their receipts and making sure that the rhetoric stemming from a brand actually matches its actions.“Consumers more than ever before, and customers more than ever before, look to make sure that what our brand is saying is what is delivered through every interaction and every touch point that they have in their experience. It's a promise, made promise mindset. Your brand is your promise that you're making, your customer experience is how you're keeping that promise through each and every interaction.”Tyrrell Schmidt is the CMO for TD Bank, AMCB and Head of Global Brand for TD Bank Group, and on this episode of Marketing Trends, she discusses how TD adapts its marketing strategies to ensure they stay committed to the bank’s brand promise. She also touches on the unique ways TD continues to put the customer at the center of everything it does, and why the best way to attract new talent is to take a look internally. Enjoy!Main Takeaways:Know Your Voice: As consumer expectations rise, their behavior is changing as well. Consumers are now looking at brands and aligning their spending with brands that have values that align with their own. Brands need to make sure that they are very clear about what their values are and then they have to put their money where their mouth is.A Great Experience Over a Great Campaign: Marketers need to shift their mindset from developing grand campaigns into delivering valuable experiences. When marketers create lasting experiences for consumers through all possible touchpoints, consumers trust that they will always get something good from your brand and loyalty will grow.A Look in the Mirror: The best way to attract new marketing talent is by promoting a culture and atmosphere that breeds success. When that atmosphere exists internally, employees will be more bought in and you will find stars to promote from within.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Consumers are different today than they were last year or even last week. Tastes constantly change, and if there is one thing marketers are frequently reminded of, its that there is no secret recipe to understand consumer trends in the marketplace. All you can do is look at the data, and what it says these days is that consumers are more focused on a brand's values than they ever have been before. They want to see transparency and have trust in the brands they buy from. As a result, companies like Vital Farms are at the forefront of many consumers’ minds.“There's a general movement towards people wanting to eat real food and knowing where it comes from to trust that source. That's very much the mindset that we focus on. There’s a demographic, but more a mindset of people that are willing to pay a premium for products that they believe in and trust that are looking for brands that have values similar to their own.”Scott Marcus is the CMO of Vital Farms, a company that prides itself on bringing ethical food to the table while being honest with customers about how that happens. On this episode of Marketing Trends, Scott explains why Vital Farms’ traceability program is helping the company reach these values-focused consumers, and he explains how to meet customers throughout the buying journey.Main Takeaways:A Market Shift: Consumers have been changing their buying habits for more than a decade and it’s important for marketers to understand the reasoning behind that shift. As consumers continue to change their focus to more health-conscious food efforts, or more brand value decision-making, it’s equally as important for marketers to alter their messaging to meet those needs.Stuck in the Middle: When it comes to issues, brands can no longer stay in the middle. Brands must be honest and transparent about where they fall and what issues they support. When brands attempt to play both sides of issues, consumers end up tuning their message out.New Category, New Problems: Building trust is not only important as far as helping your consumers in their buying journey, but it’s equally as important when your brand attempts to enter into a new segment. Brands that build trust with their consumers will have an easier time entering new markets because of the equity that they have built up with their customers over time.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

We talk about brands a lot on Marketing Trends. From the relationship consumers have with their favorite companies, to the marketing strategies behind what makes them thrive. But while we spend all this time talking about brands, we don’t often talk about parent companies or the challenges they face when marketing a portfolio of multiple brands, each of which serves a very different demographic. Casper’s Ice Cream is one of those companies. Casper’s has outgrown the safety net of its beloved FatBoy ice cream sandwiches and now oversees three very distinct brands and products. What Casper’s had known and done for so long with FatBoy wouldn’t necessarily work with its broader product portfolio, so something had to change. “When the opportunity came to launch those good-for-you products, it really was a real shift in mindset. We'd always kind of sat around and we were the consumers of our products, so we knew what the consumers wanted because we were that consumer. Trying to train ourselves and bring in experts on what the consumers of these other brands wanted was really us relearning everything we thought we knew. ”Keith Lawes is the EVP and Corporate Secretary at Casper’s Ice Cream, a family-owned and operated company producing FatBoy Ice Cream Sandwiches, Jolly Llama, and Churnbaby Ice Cream. On this episode of Marketing Trends, Keith provides the scoop on how Casper’s utilizes influencer marketing strategies to push its brands to various target audiences, and he explains why the company continues to lean into national advertising to grow the business. Enjoy!Main Takeaways:Can You be Influenced: Brands are trying to find real and engaging ways to connect with their audience and one of the ways they are doing so is through influencer marketing. Using influencers does more than just push your message out, it creates a much more organic way to grow your brand’s awareness among the audience that means the most to you. to create your content is an organic strategy to grow your brand's awareness.The Power of Sponsorships: Sponsorships have many benefits. The first is that they act as a key way to get your brand in front of consumers that might not be familiar with your product. Additionally, sponsorships offer a strategy for cementing the power and presence of your brand within the marketplace by showcasing your brand’s bona fides with an already trusted source.Getting to Know Your Brand: When you acquire a new brand, it’s important to understand the consumer base that product is targeting and why those consumers gravitate toward that product in the first place. Don’t just push your tried and true marketing strategies based on what has worked in the past. Make sure you are consistently gauging the market and learning why your consumers are choosing certain products.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

In an ever-changing landscape mixed with rising customer expectations, a flurry of new channels to play in, and endless amounts of marketing tools, developing a marketing strategy to meet a company's ambitious growth goals can be trying.“The fast acceleration of change puts a lot of demand on brands and clients to make sure that they're up to date on the best path forward.”Melissa Dorko is the Chief Growth Officer at Wunderman Thompson, a marketing agency that prides itself on helping some of the world’s biggest brands think outside the box. On this episode of Marketing Trends, Dorko helps tell the story of agency marketing, and how they partner with clients to inspire growth utilizing unique marketing strategies that put an emphasis on data and technology. Enjoy!Main TakeawaysStart Slow Before Moving Fast: When you are building relationships with your clients it's important to make sure that you are not diving into the deep end from the beginning. Instead, bring them along slowly. Start with a discovery call and move along to small projects before tackling some of the larger big picture things.Data with a Dash of Creativity: Marketers need to be data-driven, but not all your marketing efforts need to strictly be data-driven. Use your data to lead your creative efforts to create materials that not only inspire your audience but resonate with them.On a Rocketship: It's important for marketers to understand that growth is not just determined by whether people think of brands or the value that they provide, but also by what they think of them. While brand awareness is always an important goal to any growth strategy, inspiration and brand values are an equally important part of a brand’s growth strategy.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

By now you’ve probably heard a lot of our guests talk about the need for marketers to have a 360-degree of their customers. But that begs the question why? What makes up that 360-degree view and what benefits does having all this data actually do for your business?“[Data] is no longer just a marketing function it's the whole enterprise.It's real estate it's where do I open stores? Where do I close stores? It's merchandising, what products should I sell? How should they be priced? How should they be displayed? All relying on real-time data. What's happened is the CMO’s role has become much more central.”Jonathan Silver is the CEO of Affinity Solutions, a data-led intelligence platform that uses purchase signals to help marketers make better decisions. Jonathan and his company are putting all that data to good use and on this episode of Marketing Trends, he explains how. Jonathan dives into what those purchase signals are and how they are helping marketers compile a 360-degree view of their consumers' behavior. Plus, he reveals what the next phase of personalization is and how marketers can attack it.Main Takeaways:Hyper-Personalization: Marketers’ personalization efforts are evolving from simple OOH advertising and targeted ads to individual immersive experiences that include the ability to personalize screens, provide product suggestions, and  use in-store overlays to cater to individual consumers.I Can See Clearly Now: Data has never been more important to the overall success of a company's marketing strategy than it is today. But while data allows marketers to predict trends, and set prices, it’s also allowing those same marketers to put together a 360-degree view of a consumer’s behavior. By creating this holistic view, marketers can see what consumers are doing outside of their stores, websites, and individual interactions. Without data, marketers are only getting a partial view of the customer journey.A Single Source of Truth: As cookies fade away and privacy regulations continue to change, marketers must adjust how they collect information about their consumers and no longer rely on multiple third-party data sources to provide them with valuable insights about their customers. By having a single source of truth, which is a single platform where marketers can access their data, marketers can freely trust where their data lives.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

In the security realm, no one person or product can fight cybercrime alone. And for marketers, no one product or tool out of a MarTech stack can singlehandedly deliver the experience and support that customers require in today’s digital world. That’s why even for a company such as McAfee, which helps users fight off some of the internet's worst bad actors, there will always be a touch of human interaction in its marketing efforts.“As much as we can use digital, we can be data-driven, we can use A.I. in some places, but there’s still a reality that there's a human factor and the human factor is that customers are fluid. They don't stand still, people move all the time. Our competitors move all the time. There's still for us a human aspect. So that's where we're trying to put focus is how do you operationalize that human piece, so it's not just about having access to data, buying access to data, and having a really good digital story. You need a human story still. We still need human beings engaging with human beings.”That’s Lynne Doherty, EVP of Global Sales and Marketing at McAfee and on this episode of Marketing Trends, Lynne dives into what the future MarTech stack will look like, how McAfee is developing strategies to create a single source of truth when it comes to its data strategy and the challenges of navigating a rebrand while simultaneously being an advocate for your customers and meeting business goals. Enjoy!Main TakeawaysChanging Landscape: The hiring process for marketers is not only opening up new opportunities to hire talent from all corners of the globe, but it’s also forcing marketers to rethink how they host events. Centralized and local events are now a thing of the past. If you don’t have centralized customer locations where you do on-premise marketing and on-premises demand gen, your talent inevitably gets spread out, which means the hiring habits of companies and their customers are changing.Meshing Data with a Human Element: While it’s important for your marketing department to make tough decisions based on what your data is telling you, your entire marketing strategy can’t just be predicated from data. Make sure you are continuing to deploy a hybrid approach to your marketing efforts by utilizing technology and data while mixing in a human connection with your customers.Platform Instead of Products: The MarTech stack is not only a marketer’s candy shop, but it can also be one of the biggest obstacles and challenges when it comes to understanding how their marketing stack best works for them. In the future, the MarTech stack will begin to shrink and instead of marketers relying on multiple tools from various vendors, they will start to rely on platforms that house multiple tools and still create a single source of truth for their data.---It's time to reconnect at Connections 2021! Hear from Marketing, Commerce, and Digital Visionaries who’ve created bold experiences with Customer 360 and learn how to be a successful marketer from anywhere. Sign up now for FREE at bit.ly/SalesforceMarketingTrends---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Marketing today is about being data-driven and understanding who your customers are. Developing a holistic view of the customer is about to get harder, though, thanks to a new world we’re all about to enter: a world without cookies. “If you are really heavy on third-party data, then you are going to be impacted the most. If you have built a good first-party data strategy and have enough data, you can survive longer. Based on my experience, third-party data wasn't always working or effective. The best way to navigate this is to start building up your first-party. This may be complex for some, but if they start small and slow they can still catch up.”Meet Mazen Mroueh, Head of Global Digital Factory for Frieslandcampina, one of the world’s largest dairy factories. On this episode of Marketing Trends, Mazen tackles the tough question of how marketers can best prepare themselves for a future without cookies and what it will take to build up their first-party data.. Plus, Mazen shares his outlook for what marketers can expect in a post-COVID world and why there is no view quite like a 360-degree look of your customers.Main TakeawaysBut Where Have all the Cookies Gone?: Companies that have been reliant on third-party data are going to have a hard time with the transition to a cookieless world. To help ease that transition to a cookieless world, marketers must start thinking about their strategies to build up their first-party data.Developing A 360-Degree View: The objective for every marketer is to continuously be collecting data, but marketers must make sure that whatever data they gather lives under one unified roof rather than being diverted to different silos. When your data lives in multiple places, it becomes harder to connect all your digital touchpoints. Having a single source of data not only eliminates that friction, but allows your team to gather insights at a quicker pace.The Next Big Shift: The skills a marketer needs to be successful are continuing to shift. While marketers must continue to be data literate, they must also be able to most quickly and effectively. The next wave of marketers will be less about possessing a specific knowledge or skill set, and more about being flexible.---It's time to reconnect at Connections 2021! Hear from Marketing, Commerce, and Digital Visionaries who’ve created bold experiences with Customer 360 and learn how to be a successful marketer from anywhere. Sign up now for FREE at bit.ly/SalesforceMarketingTrends---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Marketers constantly talk about knowing what your unfair advantage is. For small CPG manufacturers, which are often the driving force behind industry innovation, turning that unfair advantage into a profitable business strategy takes a lot of work and quite a bit of finesse, too. “As a small company, you need to double down on what you're good at. A lot of companies try to move too fast and want to have ideas across the board. Ideas are great, but you've gotta be able to execute and build a program behind it, and build loyalty behind it before you try to explode nationally or explode across a number of categories.”Executing on those big ideas when you’re a small business strapped for data can be near impossible. After all, how are you supposed to know what’s working and what’s not? That’s where Andrew Criezis, Chief Strategy and Product Officer at Byzzer, comes in. Byzzer helps small and medium-sized businesses take action while making more data accessible to small CPG businesses. On this episode of Marketing Trends, Andrew explains some of the industry trends within the CPG space that data is helping to detect, how they are helping SMBs identify that unfair advantage, and how data is helping companies not just understand consumer behavior, but market to their lifestyle.Main TakeawaysTake Calculated Bets: As a small company you need to understand what your strengths and weaknesses are and how they fit into your company’s long-term plans strategically. Once you’ve identified where your strengths are, double down on those strengths and build off of them before you explore new categories.Build a Data-First Culture: The biggest gap between large and small companies is data and how it’s used to drive their marketing strategies. By building a data-first culture, you’re not only encouraging and teaching your employees how to use and derive insights from your data, but you are also formulating a long-form plan for growth that is not reliant on chance, but what your customers are telling you.Data-Know How: Use your data to not only understand who your customers are but to understand how they operate from a lifestyle perspective as well. Regardless of where your data comes from, make sure that it is helping you make calculated decisions to meet your consumers at every touchpoint.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.