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- 🛒 Disney execs share how holiday marketing campaigns are evolving
🛒 Disney execs share how holiday marketing campaigns are evolving
PLUS: 5 fundamentals of SEO
Zihan Lyu
October 18, 2024 • Estimated Reading Time: 10 minutes
Hi there!
Highlights from today's newsletter:
◾ Half of B2B marketers can't reach their goals for this year
◾ Disney, Hershey execs share how holiday marketing campaigns are evolving
◾ 5 fundamentals of SEO
◾ The art of storytelling in branding
EDITOR’S PICK
#EVENT HIGHLIGHTS
The time machine that sells...
Ever wondered how brands make you yearn for a past you never even lived? Welcome to the world of nostalgia marketing, where companies are turning your rose-tinted memories into cold, hard cash.
It's 2024, and marketers are pulling heartstrings like master puppeteers. From TikTok trends resurrecting Y2K fashion to McDonald's bringing back the McRib, nostalgia is the new black in the advertising world.
But here's the million-dollar question: How do you bottle up the past and sell it to a generation obsessed with the future?
#DIGITAL MARKETING
In a world where clicks are cheap but attention is priceless, marketers are rewriting the rules of engagement. In the era of attention metrics, your ad's success isn't just about being seen—it's about being remembered.
Traditional metrics? They're so last season. From eye-tracking to emotional engagement, marketers are using eye-tracking tech and emotional resonance to turn fleeting glances into lasting impressions.
#EVENT TAKEAWAYS
💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.
AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:
Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.
Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.
Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement.
WHAT WE ARE READING
 | The H2 2024 State of B2B Pipeline Growth report reveals that 50% of B2B marketers struggle to meet goals. However, when sales and marketing teams are fully aligned, incorporating content syndication and display advertising, success rates soar to 80%, marking a 60% improvement. The report highlights key challenges such as budget constraints and economic slowdown. To adapt, many marketers are consolidating roles, leveraging AI, and employing contractors. |
 | Google Trends offers valuable insights for enhancing digital marketing strategies, as demonstrated by Google's Daniel Waisberg and Omri Weisman. They outline three key methods: benchmarking against competitors, analyzing brand awareness, and forecasting product demand. By leveraging search data, marketers can optimize strategies and focus efforts for higher ROI. These insights are applicable to both online and offline marketing strategies. |
 | Disney and Hershey executives discussed the evolution of holiday marketing campaigns at Advertising Week New York, highlighting the shift towards engaging audiences beyond traditional advertising. Hershey's collaboration with Disney exemplifies this trend, particularly during Halloween, a key season for the brand. Vinny Rinaldi of Hershey emphasized the importance of integrating content with impressions to bring the season to life, aligning with Disney's extensive content calendar. John Campbell of Disney noted that every day can be a holiday, with events like sports and film releases creating cultural moments akin to holidays, thus offering brands opportunities to connect with audiences in meaningful ways. |
TOP VOICE
💭INSIGHTS FROM PHOEBE DUNSMORE
Phoebe Dunsmore reveals a comprehensive guide to the five fundamental pillars of SEO that every digital marketer needs to master:
1️⃣ Keywords: The bridge between user searches and your content
2️⃣ Metadata: Your content's digital handshake with search engines
3️⃣ Page content: The heart of your SEO strategy
4️⃣ Loading speed: Because in the digital world, patience is not a virtue
5️⃣ Link building: The web that connects your content to the wider digital ecosystem
From unraveling the mysteries of E-A-T principles to decoding the impact of mobile optimization on search rankings, this post is a must-read for SEO newbies and seasoned pros.
WHAT WE ARE LISTENING TO
🎙 MARKETING VANGUARD
Deepak Chopra, M.D., a renowned wellness expert, discussed the integral role of storytelling in branding. He emphasized that brands should be seen as narratives that resonate with consumers and urged leaders to incorporate critical societal themes such as climate change and social justice into their brand stories.
His collaboration with Ulta Beauty's "Joy Project" exemplifies this approach, while his insights on AI's potential to enhance wellbeing, as explored in his book "Digital Dharma," further illustrate the evolving landscape of branding.
MEME OF THE WEEK
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