Markacy

Great piece below featuring Markacy by Antoinette S. from the Digiday team. Talks about why media agencies are developing finance-based marketing and business intelligence expertise to be better fiduciaries for their clients business strategy and marketing spend. Check it out 🧐 https://lnkd.in/ga9-ASsE

The connection between the CFO and the CMO is now integral for most consumer business models. Since starting Markacy after leaving PwC Advisory, we have also tried to build this integration into how we buy and manage media and drive growth programs for clients. Marketing is no longer a cost center and the last 18 months of higher interest rates, tougher capital raises and the return of retail post COVID have made it harder for businesses to grow in traditional ways. Learn why agencies should be pushing you on how finance, inventory and business strategy are layered into their media and marketing plans. Profitable business models should always be the goal.

Nice piece by Catherine Perloff from ADWEEK below on how DTC brands are rejecting walled garden measurement. Teed up some of the talking points for you and always nice to see industry friends like Ankur Goyal sharing similiar POVs. Moral of the story - there is no panacea, you need to do your homework and look at multiple data points to understand the incrementality and measurement of ad dollars. Tools like Measured and Triple Whale are great, but you can not rely on them fully. https://lnkd.in/eiBQKmGM

Four Seasons Hotels and Resorts - 9.4 I am sure by now many of us have seen the Four Seasons viral baby video on TikTok. Maybe one of the best examples of user generated content driving brand impact in 2024. The Four Seasons Hotels and Resorts also did an amazing job leaning into this press and virality by hosting the family at the Four Seasons Orlando and creating their own content to amplify this. I would be willing to bet this organic campaign brought more traffic to site and bookings for the Four Seasons then their own paid adverising and organic efforts in the last 30 days, which is a testiment to why brands need to continue tapping into their customers and community. 👏🏼 #wheretonext? https://lnkd.in/eeBY4SaD

G/FORE - 8.6 Golf has been exploding in popularity and G/FORE has definitely made its mark in the space over the last 5 years. I love their new Street Shoe styles and was recently on site looking at them. I was then retargeted on Instagram with an ad for the same shoes and dove in to review the experience.

Spring marks the start of us all getting more direct mail catalogs from brands trying to showcase their spring and summer collections. We took a look at Dunning Golf, Marine Layer and Reformation as three examples. Reformation wins this one. Find out why, and what we are evaluating as marketers when we are looking at direct mail and if its likely to have a positive ROI.

Many newer brands entering digital advertising try to "beat" Meta by thinking there is some hack or way they can target different audiences, interests, competitors, etc. While this was true 5 years ago, AI and the Meta algorithm has created much more reliance on good structural set-up, rapid creative testing and analytics to enable scale. Broad audiences, Advantage+ and other tactics that give more control to Meta is the way of the future and the key variable will always be - how good is your creative testing and brand storytelling? Brands should stop investing in trying to hack Meta to scale their brands, and focus more on their content/storytelling and activating other channels where their customers are to reduce reliance on over-engineering one channel. As Christopher Jones said, you can't beat Meta, but you can lose to it.

A lot has changed in the marketing landscape since we started Markacy in 2018. It's getting harder for DTC brands to scale effectively and stand out. Learn from Christopher Jones on what he is seeing change in the marketing landscape. #shoptalk2024