Where the Best Laid Loyalty Plans Often Fall Short

In this episode of #Hashtags, Gartner analyst Kate Muhl leverages Gartner’s proprietary quantitative and qualitative consumer research to cut through the clutter and hone in on the consumer and cultural trends that will truly matter to CMOs in 2023. The discussion includes insight into inflation’s impact on brand relationships and the growing generation gap in attitudes and expectations for brands.Kate Muhl is a Gartner analyst specializing in cultural and consumer insights. She has been researching and advising on the consumer and U.S. culture for more than a decade.

25 Jan 202338min

In this episode, Gartner researcher Emily Weiss dispels some common misconceptions about Gen Z’s attitudes toward social media. She explores the values they espouse that make them different from their Millennial predecessors. We also dive into several trends in digital culture — from A.I.-generated artwork to the Dark Academia aesthetic — and uncover lessons learned about how to appeal to this up-and-coming cohort of consumers.Emily Weiss is a principal researcher with expertise in consumers and culture, brand, and value proposition. Weiss works to identify and track consumer trends, produce syndicated content, and translate the implications of those trends for marketers.

10 Jan 202346min

In this episode, Gartner analyst Chris Ross discusses how to establish a firm foundation for innovation initiatives, the critical distinctions between “Big I” and “little i” innovation, and how to more effectively communicate innovation impact.The discussion includes how CMOs can anticipate and respond to common innovation challenges and establish more robust support for innovation initiatives.Chris Ross advises CMOs at the world's leading organizations on marketing and brand strategy, innovation, and agency selection and management.

14 Des 202239min

In this episode, Gartner Advisor Alexandra Earl discusses why trust is so important to get right — especially right now. Change-fatigued employees, burned out from the COVID-19 pandemic, have serious concerns about those in charge of their organization.Lack of visibility and transparency into change and future strategy are leaving employees to question their commitment to perform and remain. Trust is critical and carries many benefits for organizations — but so many are missing the mark. As such, leaders must rethink their communication to (re)build trust if they are to stand a chance of retaining employees and achieving strategic goals.We’ll share the key drivers of trust and what leading organizations are doing to enhance their executive communications at this critical time.

30 Nov 202238min

In this episode, Gartner analysts Brad Jashinsky and Mike Froggatt discuss how retail media networks are changing the digital advertising and media landscape. They also examine how brand marketers can take advantage of this new channel to reach customers online. We’ll provide an overview of the top three retail media networks, discuss why many retailers are launching their own, and focus on how retail media can fit into both brand and performance advertising strategy.Brad Jashinsky is a director analyst at Gartner covering the retail and travel and hospitality industries. Brad has spent his career at the intersection of marketing and technology, with over 15 years of experience in digital marketing. He has driven successful business results by creating and executing industry-leading digital marketing strategies for companies in the consumer electronics, enterprise technology, entertainment, travel and hospitality industries. As a Gartner analyst, Brad helps marketing leaders achieve their strategic objectives and improve their digital businesses by providing actionable, objective insight into digital marketing, personalization, loyalty and commerce strategies.

15 Nov 202238min

In this episode of #Hashtags, Gartner analyst Jason McNellis discusses what economic uncertainty and inflation mean to marketers.The beginning of 2022 saw many marketers attempting to claw back budgets to pre-COVID-19 levels. As 2022 progressed, new macroeconomic challenges started blocking the path to higher budgets. While some marketing organizations today are working through cuts — often starting with their media or brand building budgets — others are investing to gain share. Most marketing leaders will have to wear both hats over the next six months: on some days, playing defense to bolster the evidence of marketing’s ability to drive business outcomes, and on other days, playing offense and outlying plans demonstrating how investments in marketing will increase growth. The most successful will combine the two approaches, such as using marketing automation to increase efficiencies and drive conversions with minimal incremental investment.Jason McNellis specializes in marketing analytics and building insight-generating organizations with a focus on enhancing marketing through machine learning, artificial intelligence, marketing mix modeling, and campaign measurement. Jason helps clients concentrate on the right data and right approach to guide their critical decisions.

1 Nov 202233min

In this episode, Gartner analyst Claudia Ratterman discusses the missed opportunity of paid on social media platforms. Even though marketers and communicators are publishing engaging organic content on social platforms, data shows a minimal number of current followers will ever see it. We’ll cover the reasons for the limited reach as well as ways to help brands maximize potential return on investments by focusing on specific content types and platforms with higher organic reach potential.

19 Okt 202224min

In this episode, Gartner analysts Kassi Socha and Suzanne Schwartz discuss how marketing leaders need to shift their holiday strategy to meet the expectations of skeptical consumers. For consumers, the fear of continual price increases, lack of discounts, and continued supply disruptions means they are prepared to shop earlier, focus on value, and adopt omnichannel solutions that remove hybrid shopping barriers. To exceed consumers’ expectations, brands must make it easy to find and share holiday gift inspiration, be transparent about pricing, and make shopping seamless and fun — across online, in-store, and everything in between.Kassi Socha is a Gartner analyst covering e-commerce, digital marketing, and consumer insights. Kassi has spent more than 10 years leading digital and customer strategies for fashion, beauty, and consumer tech brands, including Nordstrom and Drybar.Suzanne Schwartz is a Gartner analyst covering omnichannel campaign management, orchestration, and mobile marketing. She advises on multichannel marketing strategy and execution, orchestrating campaign execution across channels, scaling marketing content across channels, analyzing cross-channel campaign performance, and mobile marketing strategy. Suzanne has more than 12 years of global marketing experience across a range of industries including retail, e-commerce, IT, advertising, apparel, personal care, and luxury.

4 Okt 202241min