In one of the more memorable commercials of Super Bowl 2020, rapper Lil Nas X and actor Sam Elliott face off in a dance duel for Cool Ranch Doritos. With ads for the big game going for a reported $5.6 million for a 30-second spot, was the minute-long video cost-effective for the company? Yes, considering the millions of times the spot was viewed and shared across social media platforms for free.
Personalization is something marketers have been talking about for years; but, in many ways, B2B is still catching up to the trend.
2020 was a defining moment for many B2B marketers who were forced to abandon old habits. For many, that meant both delivering more personalized content strategies that aligned with their audiences’ changing needs and supporting a transition to all-digital, account-based marketing plans.
Humor has tremendous benefits for physical health, mental well-being, and your bottom line.
Judd Apatow told me that the Best Picture Oscar nominations irked him, because they’re all dramas, and all dramas are a lie. There’s a war, or a cancer, or a poor family in Seoul conning a rich family in Seoul by pretending they have skills they don’t have, which then gets really violent for reasons no one can remember.
Consumers and providers view subscriptions as a win-win business model. Consumers are offered flexibility, convenience, and affordability. Providers benefit from predictable revenue streams, higher retention rates, and deeper consumer insights. As of 2021, it is safe to say that the servitization of products and the corresponding shift from consumer ownership to access are irreversible trends. According to Zuora’s End of Ownership report, nine out of ten consumers will be subscribing to a service by 2022 while McKinsey’s Global Banking and Finance Review reports that seven in ten business leaders currently view subscriptions as their key business prospect.
Some years ago, on a typical underwhelming, cloud-ridden day during my travels to London, I rested against a wall outside a vegan takeaway joint in Soho, eating what seemed to be a guacamole taco. It was my latest attempt to improve my traveler’s diet. As I ate, I scrolled through Facebook on my Blackberry Bold (yes, it was that long ago) to pass the time.
The audio social network is growing like wildfire by creating an illusion of exclusivity—each user starts off with five invites to share—that creates FOMO like a velvet rope outside a nightclub.
This story is part of Endgames, a Digiday Media editorial package focused on what’s next, what’s coming, and what’s being phased out in the industries we cover. Access the rest of our Endgames coverage here; to read Glossy’s Engames coverage, click here; Modern Retail’s coverage is available here.
This year — 2020 — was a year for the books, with COVID-19 throwing a gigantic monkey wrench into our personal and professional lives as marketers. As we look into 2021, we have to ask: Which changes in consumer behaviors and associated marketing strategies will have a lasting impact, once a vaccine is readily available?