August 5, 2019
Happy August, and welcome back to your weekly update on the changes, trends, and movers-and-shakers making headlines across marketing, brand, consumers and more!
Common wisdom says that success breeds success, but the evidence shows that, instead, it’s repeated failure that breed success. Former Kantar colleague Trond Undheim’s new book, Disruption Games, offers groundbreaking strategies and frameworks to switch on growth through examining failure.
From Deepak’s neuroscience desk, a close look at the role of sex in the quality and content (verbal, spatial, facial, sensory) of memory.
BRAND & MARKETING
- Unilever’s Alan Jope may very well begin eliminating any brands that don’t serve a clear social or environmental purpose (e.g. Marmite, Magnum) from the CPG’s product roster.
- eMarketer argues that marketers’ indifference toward Gen X is “insane” – and takes a look at the rising prevalence and power of the Hispanic population.
- Marketing today is more whole-brained than ever, with hard data the critical foundation for emotive and effective creative. McKinsey echoes this, warning that success with AI and analytics requires more than data scientists: you’ll still be lost without translators to connect analytics with real business value.
- CMO Antonio Lucio recently shed light on his approach to rebuilding the Facebook brand and creating a persona for the company’s arguable troubled corporate identity.
- One VP of Growth strongly recommends that monetization and marketing (more specifically, customer acquisition) work together more closely, citing gaming companies’ successes from merging these teams
- BBC enumerates 101 people, ideas and things changing how people work today. In other lifestyle news, an extensive analysis of the business of sleep and a reminder of its importance for our wellbeing (and our performance), and observations from Kantar on how the co-living trend is even infiltrating fitness as we increasingly live at the gym.
- High-growth individuals who embrace new learning make organizations smarter and contribute to its growth, but this won’t happen if the organization doesn’t have a reciprocal interest in individual growth – or create a learning ecosystem to foster it.
- As part of its annual Life at Home report, Ikea conducted research to understand the future of the home and how we’ll be living in it.
- This week in the marketer’s corner, perspectives and research on:
- Eight ways that marketers can show the very real, financial value of their work
- The elimination of the CMO at companies like McDonald’s, Uber, and Johnson & Johnson considers is reflective of both the proliferation of advertising methods and the impossibility of one person handling all that CMOs are expected to
- Uber’s decision to lay off 400 members of its global marketing team (though the names of those cut have been circulating, helping these individuals to land on their feet…and potentially giving new employers a look into Uber’s moves).
RETAIL, SALES & SHOPPER
- The head of the Walmart Innovation Community suggests that allowing all associates at all levels in the company participate to build a culture of innovation enables Walmart to drive meaningful change within retail.
- An experiential department store in New York is totally re-envisioning the future of retailing; indeed, “House of Showfields is still unlike anything ever experienced in a store.” But, with more brands investing in creative activations and growing emphasis on the ROI of experiential marketing, it’s very possible that we’ve reached “peak experiential.”
- Subscription retailers are increasingly embracing greater optionality, flexible terms and personalization to fight off stagnating customer growth. However, even with changing business models and marketing strategies in place, Birchbox’s CEO Katia Beauchamp remains optimistic.
- Sephora’s Next Big Thing is its latest move in a series of in-store merchandising initiatives featuring up-and-coming brands; it will include dedicated store space for displaying new makeup brands.
- Marketing Dive strongly advises that – if it’s not already – Amazon should be at the center of every brand’s eCommerce strategy.
- Meanwhile, Amazon this week launched AmazonCommerical, a private label which offers bulk supplies for business customers. Amazon also continues to see strong quarterly performance – due in part to its one-day shipping offer – but notable improvements in brick-and-mortar remain critical if the company seeks to become formidable in the context of the total retail market.
- Powered by highly-personalized online and offline experiences driving increased sales, China will lead the global eCommerce market in 2019 with $1.9 trillion in eCommerce sales (54.7% of the market).
ON THE HORIZON
- Kantar CEO Eric Salama speaks to transformation in the market research industry, the Kantar business, and what the future may hold.
- Meanwhile, Sir Martin recently slammed holding companies’ data strategies, celebrated the value of Facebook and Google, and reiterated the challenges of marketing “better, faster, cheaper” in the digital age.
- DoorDash just acquired food delivery service Caviar (formerly owned by Square, the payment processing platform) to grow its merchant selection, offer customers more choice, and further “empower local economies.”
- Mastercard bets big on acquisitions and partnerships for its noncard business to address changing payment needs ranging from real-time account-to-account payments to cross-border transfers.
- Chase is already seeing significant success from Persado’s AI technology writing its marketing copy, arguing that machine learning is the path to more humanity in marketing.
- Southeast Asian ride-hailing company Grab will be investing $2 billion of the $3 billion it received from Softbank into Indonesia to speed up development of that market’s digital infrastructure.
- Takeaway.com and Just Eat are merging to improve scale and better take on rivals Uber Eats and Deliveroo.
- United Airlines is partnering with Clear, the secure identity company that uses biometrics to build a frictionless and secure world, in an effort to simplify and expedite the airport experience for its travelers.
- Morgan Stanley has teamed up with Box to launch a digital vault – an encrypted platform – for its wealth management clients.
- And, a fun partnership for summertime: Original House Wine and Cheez-It have introduced a limited-edition boxfeaturing both a bag of original Cheez-Its and a full box of House Wine’s Original Red Blend.
- Google’s search match options now includes phrase and broad matches (translating to 3-4% more clicks and conversions on keywords, with 85% of those clicks coming from queries not currently covered by existing keywords). Will phrase match be more exact than exact match? Another new algorithm will improve Google’s understanding of what remains useful over time vs. becomes out-of-date to better identify timely, useful information.
- Chipotle, already seeing success in 2019, “still has a big runway” driven in part by digital innovation and increased transparency.
- Author Nir Eyal offers some guidance for personal growth: stop confusing habits for routines.
- In case you missed it, helpful insight on the new era of brand-building: ecosystem-driven growth.