Marketers and retailers who have long relied on historical consumer behavior data and trends to guide their omnichannel planning and campaigns are facing a new reality in 2021. The pandemic has not only changed the way consumers shop and purchase products, but also how they choose to engage with brands overall.
The biggest change has been the acceleration of all things digital across every audience segment, as even older consumers have been forced to learn and grow comfortable with new devices, tools and platforms.
As a result, retailers need to be increasingly nimble in 2021, even as their marketing mix undergoes a transformation to reflect a new consumer mindset. A marketing plan put in place in January will have to be checked and stress-tested to ensure it’s still the right solution for March.
What will 2021 bring small business owners? Small Biz Daily asked entrepreneurs and experts to share their small business insights and predictions for 2021.
More companies will focus on hiring where the talent is rather than a company headquarters or office location. Due to the impact of COVID-19 on remote work in a growing number of cases, recruiting efforts are shifting to focus on attracting, hiring, and retaining the best and most qualified talent regardless of the individuals’ home base. Through this approach, companies, especially those located outside of major metropolitan areas, will gain access to larger and more diverse pools of talent that are attracted to their specific employer culture and brand versus a desirable geographic location.
Katie Gargano Joins as Product Marketing Manager and Matt Mahgerefteh is Appointed Manager of Analytics
Digilant, an omni-channel digital advertising services company, today announced the appointment of Katie Gargano, who joins as Product Marketing Manager, a new role for the company, and Matt Mahgerefteh, who joins the team as Manager of Analytics.
“With strong backgrounds in both marketing and data analytics, Katie and Matt’s combined unique expertise will assist in Digilant’s growth as we create a connected experience to meet the needs of today’s digital marketplace. As we continue to propel both brands and agencies forward in the media industry, we are honored to welcome them to the Digilant team,” said Raquel Rosenthal, CEO of Digilant.
Virtually joining the marketing team from Connecticut, Gargano will act as the liaison between sales, marketing and product. She brings experience from her previous position as Supervisor of Digital Planning at Harpoon Digital, MNI Targeted Media’s digital media agency. Prior to that role, Gargano worked at Church Hill Classics as a Marketing Coordinator. She graduated from Western Connecticut State University with a degree in marketing and a minor in accounting.
“I’m thrilled to join the Digilant team to collaborate seamlessly with the marketing, sales and product team. Connecting our internal strategies, we can maximize growth and increase performance,” stated Gargano.
Mahgerefteh brings his hands-on experience in executing campaigns, managing programmatic media strategy, leveraging audience insights and providing comprehensive reports from analyzed data. His most recent experience includes Marketing Technology Manager at Cox Communications, where he was responsible leveraging data and leading marketing campaigns across multiple channels, including display, email, social media, video and web. His extensive experience also spans analytical and leadership roles with Wells Fargo, BlackLine, Viking Cruises, AEG Presents, Teleflora, Globe Life and Nielsen Company. Mahgerefteh graduated with a Bachelors of Science in Marketing from Rutgers.
“With a passion for ingesting large and various data sets, I’m excited to share my expertise with the Digilant team,” said Mahgerefteh. “As Digilant is focused on accelerating growth, I believe we’ll deliver optimal performance by leveraging a programmatic strategy and measuring analytics on all channels.”
Digilant is an omni-channel digital partner built to take advertisers from now to next. We do this with omnichannel digital advertising strategies that are data-driven, actionable, and effective. Part of ispDigital, Digilant is made up of 100+ data-driven media minds and advertising technologists spread across US offices in Boston, New York, Chicago, San Francisco, Dallas, Denver, Los Angeles, Washington D.C., and Atlanta. By combining big ideas with scale we are well-equipped to champion consumer insights, campaign analysis, and media initiatives that propel brands and agencies forward. Visit us at digilant.com to learn more.
Social media has come to be an important part of marketers’ efforts to reach consumers because of the coronavirus pandemic, and as many shoppers have taken to online shopping it’s time for brands and marketers to up their social media strategy. Here’s how Digilant CEO, Raquel Rosenthal sees social media being used in 2021:
“We should expect to see the role of social evolve to become that of a true sales channel. The growth of social commerce has been slow to start, but as social platforms like Facebook, Instagram and TikTok expand commerce and shoppable ads features it will become a no-brainer for marketers to look to social as a channel to convert consumers. The best social campaigns will use content that is primed to elicit action, using user-generated content or influencer content that feels sincere and fosters consumer connection,”
Modern Restaurant Management (MRM) magazine asked restaurant industry insiders for their perspection on 2020: What lessons did you learn and what do you feel the restaurant industry learned this year?
Digilant CEO, Raquel Rosenthal, shared her thoughts:
“We’ve learned that the increase in digital consumption and e-commerce adoption that’s resulted from COVID-19 has impacted QSR much like it has retail. QSR brands and the partners and agencies they work with have been hit hard with the reality that for digital transformation to be successful it must offer better choices and greater convenience to consumers.
To cut through the noise, 2020 has been the year that many QSR brands have pulled the trigger on CTV, programmatic audio and influencer ad formats. McDonald’s, Chipotle and Firehouse Subs are some brands that have successfully risen to the occasion – offering easy options for ordering and fulfillment and spreading the word beyond traditional ad channels.
According to new data out from App Annie the time people spend in mobile – using apps, etc – is skyrocketing in 2020, and that likely has many wondering just what businesses can do to engage these users. We asked a digital expert for advice.
Our CEO, Raquel Rosenthal advised being smarter about how voice and privacy:
In July, the number of social media users reached 4.57 billion (which equates to half the population), as predicted by Hootsuite and We Are Social, with 346 million new users joining in the 12 months prior.
So, how will social evolve in the next year? Our CEO, Raquel Rosenthal weighs in via Econsultancy.
“We should expect to see the role of social evolve to become that of a true sales channel. The growth of social commerce has been slow to start, but as social platforms like Facebook, Instagram and TikTok expand commerce and shoppable ads features it will become a no-brainer for marketers to look to social as a channel to convert consumers.”
What is the effect of privacy and compliance changes on programmatic strategy for pharma marketers?
“Healthcare and life sciences are some of the highest regulated industries. Consumer health and medical record information are heavily protected, which can create major challenges for marketers who want to invest in programmatic. But challenges often give the best rewards and this certainly rings true in this case.”
– Raquel Rosenthal, Digilant CEO
Learn more about what healthcare and life sciences marketers should consider to take on programmatic with confidence here.
Businesses may have re-opened but that doesn’t mean the fears surrounding the COVID-19 pandemic have waned, especially with colder weather coming in to the Northern Hemisphere. As coronavirus cases once again spike, many merchants are wondering what might happen over the coming holiday season. We asked a series of experts how they think the pandemic will influence holiday shopping.
Brands can expect to see more sales happening online and on mobile. To meet the needs of shoppers, it’s critical that marketers build convenience throughout the customer journey. Using mobile messaging and push notifications can help marketers stay in step with mobile shoppers. Additionally, tapping into Facebook and Instagram’s in-app shopping features can eliminate friction for shoppers who are ready to buy and want to make purchases within native social environments,”
With many US consumers continuing to hunker down at home and many stating a mistrust of ‘fake news’ on both social networks and television, political advertisers are wondering how to best connect with their constituents as the race for the White House and many Congressional seats heat up. We spoke with two digital experts about how the political ad space has changed so far in 2020.
As the countdown to the US Presidential Election heats up, what trends are you seeing in how the major parties are advertising?
“Less of a focus on social due to brand safety and consumer trust issues and a greater focus on putting ad dollars towards channels like display and CTV and publishers (esp publishers part of PMPs) with greater transparency and reporting on brand safety metrics that advertisers care most about.”