A recent McKinsey report surveying C-suite-level marketing and growth officers from CPG and retail companies revealed what the industry has known for some time: the purview of the CMO has expanded… yet again. Traditional marketing functions—like content and creative, consumer insights and communications—are now joined by a slew of commerce-related responsibilities, including shopper insights, promotions, […]
The holiday season is a critical time for small businesses (SMBs). For many, it’s a major revenue driver, helping to meet year-end goals and set the stage for the new year. However, it’s also one of the most stressful (and busy) times of the year, especially if you’re an entrepreneur in the retail or ecommerce […]
Editor’s Note: While many brands are leveraging first-party data to inform ad targeting strategies amid signal loss, scotch whisky brand Dewar’s is relying on social media—specifically Meta—to find new audiences. CM sister pub AdExchanger shows how Dewar’s has built and segmented communities through social media and evolved its media mix. — With signal loss on […]
Día de Muertos, or Day of the Dead, is a traditional Mexican holiday and celebration that honors loved ones who have passed. This year’s festivities received special attention from tequila brand Don Julio, which hosted Día de Muertos celebrations in 15 cities globally and unveiled oversized altar installations (“ofrendas”) across eight of them. The goal […]
The rules for subscription-based businesses are changing, thanks to recent updates from the U.S. Federal Trade Commission (FTC) regarding its “Negative Option Rule.” A key part of this rule is the “click-to-cancel” feature, which aims to make the cancellation process easier for consumers—and may go into effect as early as March of 2025. For companies […]
In a LinkedIn Live on October 28, Chief Marketer and payment solutions and technology company Deluxe explored how to implement trigger marketing strategies that resonate with clients and prospects at key moments. Attendees learned what marketers should be most focused on to make this a successful strategy, best practices from optimizing client campaigns, how trigger […]
The editors of Chief Marketer have named the 2024 Campaigns of the Year. Showcasing groundbreaking ideas and innovative strategies, the winners and honorable mentions have truly set the standard for marketing brilliance. “Marketers today are charged with doing far more with less—a reality that makes the achievements of this year’s winners and honorable mentions all […]
Listening to the media speculate over what’s hindered corporate growth in recent years can feel a bit like a game of Clue. Was it the Fed in D.C. with the high interest rates? The many geopolitical conflicts? The techies in Silicon Valley with the never-ending disruption? Or just fickle customers with their constantly shifting preferences? […]
Editor’s Note: According to Lowe’s CMO Jennifer Wilson, the brand is leaning into a fledgling loyalty program and demonstrating value with new perks, with the goal of building loyal behavior with its existing customer base while finding new audiences. As a bonus, the program gives Lowe’s more insights into customer shopping patterns. Read about the […]
On the heels of its best-ever August for U.S. sales, Mazda launched a new brand platform this fall—dubbed “Move and Be Moved”—to reflect its human-centric approach and a new focus on experiences, products and marketing. It’s more of a “brand aspiration” than a tagline, according to Chief Marketing Officer Brad Audet. “You have the mobility […]