Marketing Stories To Read This Week

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We’ve searched for the most pressing marketing news so you don’t have to. Here’s what’s happening so far the week of January 27th.

Estée Lauder, Sephora Unveil Shoppable AR Makeup Try-Ons On Pinterest
Mobile Marketer

Pinterest’s new shoppable augmented reality (AR) feature is being used by a number of beauty brands including Estée Lauder, Sephora, bareMinerals, Neutrogena, NYX Professional Makeup, YSL Beauté, Lancôme and Urban Decay from L’Oréal.

Why it matters: Pinners will have a more immersive shopping experience on Pinterest, and as Mobile Marketer points out, “the beauty and personal care categories are especially popular among Pinterest users” and that “eighty-seven percent of those who view those categories visit Pinterest while considering products to purchase, but are undecided, per survey data from researcher GfK.” Brands are betting that AR will help consumers make a decision in their favor.

Here’s What Research Reveals About 12 Years Of Super Bowl Ads
Forbes: CMO Network

Kantar managing partner Satya Menon shares research on Super Bowl ad effectiveness and how marketers can deliver on game day.

Why it matters: There are many assumptions about what a big game day ad can do for your brand, but researchers urge marketing execs to do more homework to see if there’s data-driven support for strongly held Super Bowl ad performance beliefs.

One Size Does Not Fit All For Brands In Music
Marketing Dive

This guest post from Marketing Dive pairs objectives with tactics for those who are looking for actionable strategy around music marketing initiatives.

Why it matters: By better understanding how to customize the standard business objectives (brand affinity, launch and rewards), marketers will be better able to leverage the expected growth in music marketing budgets in the coming year.

Now That Facebook Lets Users Clear Internet Tracks, Marketers Lose Another Signal To Target Ads
Ad Age

Facebook’s ‘clear history’ button spells retargeting woes for marketers on the platform.

Why it matters: Losing another way to track potential customers’ footprints will restrict marketers from targeting those that take charge of their privacy on Facebook. However, as Aaron Goldman, CMO at 4C notes, “Consumers have a track record of apathy when it comes to actively managing their privacy.”

Loyalty Drivers Grow Complex As Consumers Get More Complicated, Report Says
Marketing Dive

Brand Keys released the results of its latest Customer Loyalty Engagement Index.

Why it matters: See which brands are getting it right when it comes to customer loyalty.

Agencies Have ‘Healthier’ Cultures Than Brand-Side Marketing Teams, Study Finds
Campaign

The latest results from the “Creative Industries Culture Index,” a diagnostic tool designed to “improve commercial performance by delving into an organization’s culture,” indicate a better working culture for agency marketers rather than those on the brand-side.

Why it matters: “The more the personal and desired values of respondents were reflected in what they see at work, the healthier the work culture.”

Just Because You’re Compliant With COPPA Doesn’t Mean You’re Cool Under CCPA Or GDPR
AdExchanger

“Just because you’re compliant with [the] Children’s Online Privacy Protection Act (COPPA), doesn’t mean you’re compliant with the California Consumer Privacy Act (CCPA), or the EU’s General Data Protection Regulation (GDPR).”

Why it matters: With so many recent privacy initiatives, it’s important to ensure you’re compliant with all variations. To not do so is to risk violating consumer rights.

How Global Advertisers Are Pushing For A New Approach To Brand Safety
Digiday

The world’s largest advertisers are pushing for broad initiatives in the industry to combat the issue of brand safety.

Why it matters: Brand safety is a massive undertaking with a profound impact. More than 80 percent of consumers have said that their purchasing decisions would be affected by product advertisements situated next to materials deemed not-brand safe.

Retailers See 42% Of Online Sales From Mobile Devices, Study Says
Mobile Marketer

Messaging software company Quiq released a study showing that “retailers are generating 42% of their online sales from mobile devices such as smartphones.”

Why it matters: From Mobile Marketer’s breakdown: “While almost two-thirds (62%) of retailers said they’re integrating mobile technology into e-commerce and operations, only 14% described themselves as a “mobile-first organization.”

Nike, BodyArmor & The NBA Lead Brands In Mourning The Death Of Kobe Bryant
The Drum

Brands are celebrating the life of the late Kobe Bryant after Sunday’s tragic accident.

Why it matters: Bryant’s ambassadorships, investments and endorsements created a multitude of relationships with brands, even post-retirement. Here’s how brands like Nike are navigating celebrating his legacy.

Editor’s Note: Our weekly reading list is updated daily. This installment is updated until Friday, January 31. Have a tip? We’re looking for must-read articles related to trends and insights in marketing and media. Let us know at editorial@alistdaily.com.

This article first appeared on a.list

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