Ecommerce-based brands have serious advantages with online marketing, but big CPGs aren’t contesting the DTC business. They’re buckling down on brick-and-mortar.
Ocean Spray is assembling its cross-channel campaigns for the holiday season – and just producing and managing the video assets alone requires Santa’s Workshop-levels of effort and cross-team collaboration. But fragmentation is both a challenge and opportunity, according to Melanie DiBiasio, the brand’s associate director of media and martech.
Ocean Spray is using a version of the vigorous measurement approach that the Food and Drug Administration uses to test medicines and vaccines, including the COVID-19 vaccine. The method, called randomized control trial (RCT) measurement, isn’t a new concept. (Fun fact: Apparently, the first randomized control trial took place in Nuremberg, Germany in 1835, as […]
Throw a brick and you’ll hit a 2020 marketing prognosticator, but in a way there’s only one cohort whose predictions matter in this industry: the marketer, who sets strategy and writes all the checks. So we asked six leading brand marketers the following question: “What will be the biggest challenge and opportunity for marketers in […]
