Cassie Layton

Bad News: Your competitors are starting holiday promos even earlier this year. Good News: My gift to you is 7 tips that will stop you from being left behind. 1: Start NOW. Use 3-4 day flash sales from October to Thanksgiving. That’s the best way you can build momentum for BFCM. (BFCM = Black Friday Cyber Monday, by the way.) 2: October is for funnel filling. Expect soft sales after summer and before BFCM.  Invest in social now so you’re on the radar when holiday shopping begins. 3: Make Black Friday/Cyber Monday sales irresistible. If 20% off promos happen regularly, make BFCM 30-40% off. Stand out from your competition and your year-round sales. 4: Bundle up to maintain AOV. Offset discounts by increasing the average order value. Starter kits, best-seller bundles, or gift packs make adding items easy. 5: Landing pages land sales with specificity. Think “Gifts for [runners|dads|vegans] under [$25|$100|$250].”  Hit every combination you can with an individual landing page. 6: Shipping. Shipping. Shipping. Delivery times drive holiday purchase decisions. Consider offering free expedited shipping and use shipping cutoff urgency in holiday creative. 7: Plan your holiday chaos coverage. Things can and do break on Thanksgiving weekend. Is your ads manager working November 29th? If you’re a Digital Position client, yours is.  (And our emergency@digitalposition[.]com email is monitored every holiday for immediate concerns) And don’t forget: Black Friday is late this year.  Cyber Monday is on December 1st.  It should make for a big sales weekend. Need help with your Q4 strategy?

15

4 Comments

Join Vivian Chang from The Clorox Company and I in room 313 at 230pm in Vegas as we discuss transitioning to business outcomes and Ai + Human operating models. Three insights to remember: 1. The right tech & people can scale any advertiser with fixed headcount. 2. Hidden value is everywhere you just need to know where to look. 3. Evolving KPIs into business outcomes is easier than you think.

56

1 Comment

You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

5

Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gt2aM2jG

10

If you haven’t checked out the new OUTFRONT Advertising Trends Report yet, here’s a pullout of five top consumer trends.

2

Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

3

Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

3

We are all so surprised…. 🙄… At the beginning of this August a US federal judge ruled that Google violated US antitrust law by maintaining a monopoly in the search and advertising markets…. Wow… 😮…we are so “surprised”… 🙄 Well, we are clearly NOT surprised and we have all contributed substantially amounts of our digital marketing budgets to “feed the G Ads beast…” and cultivating the monopoly. The current issue is that apart from the fact that this a great victory to the US Department Of Justice, this case marks a critical moment in the U.S. government's efforts ( hopefully EU to follow ) to regulate and possibly dismantle monopolistic organizations like Amazon, Apple, and Meta, all of which are currently facing similar scrutiny. Going back to Google, this holds a potential to drastically change the Ads market the way we know it…. And this CAN be a real surprise to u Ranking factor transparency: Google might need to be clearer about ranking factors. Increased competition which may require more diverse SEO strategies but has a potential to decrease costs Service breakup which can lead to separation of Google services which will prevent possible cross impact (like Google organic search results imparted by Ads campaigns 🤔 … ) There many more potentially negative and positive implications to this. So if I need to speculate in the long run this is a positive move. In the short run this will shake our digital marketing boat And if you think you are going to pay less … think again …. 🫤 #Antitrust #DigitalMarketing #Google #Monopoly #SEM #TechRegulation #SEO #AdTech #Innovation #Competition #DigitalStrategy #EURegulation #MarketingTrends #GoogleAds #TechIndustry #BusinessStrategy

18

4 Comments

Ever made a big mistake? Huge? Like sharing bad news with your client, by accident. 😬 That happened to me once. And what happened after taught me a lesson I'll never forget. Here's what happened: It was less than two months into managing my first major ad campaign, and the first of my company's, a six figure spend from none other than Kellogg's. Kellogg's and their AOR at the time had given us unprecedented say over creative, targeting, the whole nine yards. After all, it was 2007 and digital advertising was still relatively new and unknown.  They trusted us. And I was determined to make sure their campaign was successful. We were advertising breakfast foods: Kellogg's cereals and Eggo waffles. And we were in charge of everything from the ad design and landing pages to performance measurement and meeting sales targets. I was monitoring performance like a hawk. And I had noticed a big drop in engagement. So I put together a brief with current performance, my specific concerns, and a list of recommended optimizations to get performance back on track. And then I sent it out. To the wrong person. 🤦‍♀️ This was before "Undo Send" in Gmail. So I ran into our VP's and my boss's office and told him what happened. I fully expected to be fired on the spot. And for him to frantically call the client with an explanation. Instead, he said let's wait and see what happens, and I'm so glad he did. Hours later (though it felt like years at the time!) I got a response from my counterpart at Kellogg's. Instead of being upset that performance was trending in the wrong direction, she thanked me for my detailed recommendations and for being so on top of things. I implemented the changes, continued to monitor performance like a hawk, and by the end of it, the campaign did everything we had wanted to and more. The moral of the story? Don't hide behind bad news. Transparency is a buzzword that gets thrown around a lot, and it's also one of the best ways to build trust. It's almost always better to communicate what's going on as soon as possible when performance deviates from expectations. Especially when you have benchmarks that tell you when performance is statistically significant, such as a minimum volume of impressions, engagement threshold, or campaign timeframe, so you can be confident in the data. Include a plan for how to course correct as soon as you know course correction is needed. It helps everyone understand and prepare for changes in strategy and requests for help, and it provides clarity not only on what's working and not working, but why something works better than something else. And that performance "why" is something every advertiser wants to know. Along with knowing you're on top of things, so they don't have to be. 😊

27

3 Comments

Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

7

It's Amazon Prime Day and lots of sites have roundups of its best deals (like Consumer Reports' below), but no one else tests products with the research and rigor that we do. Since taking this job I've switched out an air purifier and mattress highly-recommended by popular review sites because it didn't work and was killing my back, respectively. At CR, for example, we don't just ask people if they like their mattress - we move a 300-lb wood roller across a mattress 30,000 times to test its lifelong durability. My typical MO on LinkedIn is career advice but I'm not just doing my job - I'm doing you a favor - when I say: if you're buying something big, don't just buy it without checking Consumer Reports. https://lnkd.in/efmb8S6N

61

2 Comments

🍪 The next challenge - cookieless targeting - will require a CDP (r)evolution for brands to realize value, drive growth and foster loyalty. Join Adobe's one and only Ryan Fleisch for this Adweek webinar on April 23rd and get all the insights from Adobe's research on both the brand and consumer views of CDPs. Discover what makes a CDP effective in a post-cookie landscape, and hear more about Adobe’s perspective including the long-term strategy of Adobe Real-Time Customer Data Platform. https://lnkd.in/d9jX4WTJ 

44

3 Comments

Connected TV offers many benefits to advertisers and consumers vs. linear TV. Amazon Ads CTV advertising uniquely has Fire TV, offering innovative video ad opportunities that allow brands to extend their reach and drive meaningful outcomes across the advertising funnel. Learn more in the Ad Age article. https://lnkd.in/g_uJTHFT

94

1 Comment

🎉 Big news, marketers! Wunderkind just launched our supercharged Identity solution, and it's a total game-changer. Here's why you should be pumped: 🚀 We've rolled out some seriously impactful upgrades: • Identity enrichment ecosystem • Cross-device graph • Server-side tracking • Renewed privacy compliance Why does this matter? Because in today's digital landscape, recognising your customers and delivering personalised experiences is everything! With these new features, you can: ✅ Collect first-party data like a pro ✅ Recognise consumers across devices (we're talking 9 billion+ annually) ✅ Deliver tailored messaging at scale Stay tuned for more details on how this can transform your marketing game. https://lnkd.in/eDS4YXET #MarketingInnovation #IdentitySolution #PersonalisedExperiences

30

Interesting findings from recent reports from Integral Ad Science on how attention drives better outcomes - and what advertisers think about about the attention landscape in 2024: https://lnkd.in/eCbUr3eX

2

Scaling an ecommerce brand from $9M to $25 takes a well-executed plan — and that’s what Jessica Curdi helped accomplish at StriVectin Operating Company. Now she’s doing it all over again for The Rootist as they scale from $0 to over $200,000 in ad spend in just a couple of months. Jessica has over 15 years of experience working on consumer brands in the fashion and beauty space, including StriVectin, L'Oréal, and YNAP (YOOX NET-A-PORTER), helping them reach growth objectives through ecommerce and digital marketing transformation. Her expertise spans brand awareness, growth and acquisition, and retention and loyalty. She is currently VP of Digital Marketing at The Beauty Bank, an innovative beauty brand incubator, leading digital marketing strategy across the growing portfolio of brands. In this episode of the Up Arrow Podcast by Elumynt, Jessica and I dig into: ✅ The details of how Jessica Curdi's methodical approach to digital marketing fueled rapid growth at StriVectin ✅ How to balance performance-focused and brand-centric advertising ✅ The importance of retention marketing strategies in maintaining customer loyalty after rapid growth ✅ Simpson’s Paradox, and how it impacts ad performance ✅ The challenges of scaling a brand’s ad spend from zero to several hundred thousand in just three months ✅ Retail vs. DTC… where are you sending your traffic, and why? ✅ The brilliant analogy about the South Pole and leadership in John C. Maxwell’s book, The 21 Irrefutable Laws of Leadership. Plus, and as always, we get into a little of the personal stuff as we talk about her love for literature including The Great Gatsby by F. Scott Fitzgerald and The Hitchhiker's Guide to the Galaxy by Douglas Adams, nerds who like to learn about fonts, and the importance of dancing in any situation. And I butcher both the French and Russian languages in a single sentence. You can watch the video here: https://lnkd.in/g9suXDgJ Plus, a special shoutout to Michael Harris, Founder and CEO of Bamboo Software, LLC … and my brother, for introducing me to Jessica. P.S. There’s a wonderfully, semi-embarrassing story about Mike and Jessica and their time at ESSEC Business School. #ecommerce #DTC #retail #digitalmarketing #ecommercemarketing #podcast

54

20 Comments

This webinar will get at the core of how the energy transition, with increasing renewables, storage, and accompanying variability, needs new ways to model energy prices and project viability. Good stuff. Ascend Analytics, #cleanenergy

10

1 Comment

CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/gJrD7qt3

3