Marketing Briefing: Supply Chain Problems Make Marketers Ignore Thanksgiving And Get Right To The Point

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This year, the Christmas creep is overdrive.

Of course, the overwhelming commercial push for the December holiday is not unusual – Christmas creep wouldn’t be a household name if it wasn’t already a phenomenon – but this year’s supply chain issues make advertisers virtually ignore Thanksgiving. Marketers and agency executives say some brands are already starting to see sales that they would typically book for Black Friday and Cyber ​​Monday. While starting sales early isn’t a first this year, marketers and agency executives say it’s more pronounced than in the past.

Some brands start to launch sales from this week for three weeks before Black Friday and Cyber ​​Monday, when sales are typically concentrated, said Brandon Doyle, founder of Wallaroo Media.

“Last year, people started their sales early because they were trying to catch up with Amazon,” said Katya Constantine, CEO of performance marketing agency DigiShop Media, who added that this year, specialists of marketers are facing supply chain issues and being “more intentional” with sales messages leading up to Black Friday and Cyber ​​Monday.

The change in sales schedule could mean that these brands are also removing their holiday advertising earlier, causing it to increase.

These brands deal with the supply chain problem in a variety of ways – most brands that advertise earlier and have sales before Black Friday and Cyber ​​Monday do so for the items they have. in stock. Those with big supply chain issues aren’t spending advertising money on unavailable products. Others use messaging to brag about being ready whenever stocks come back rather than telling people to buy now, Constantine noted.

“Some are ready to sit down [Black Friday and Cyber Monday] outside, ”Doyle said. ” More than ever. They won’t make a sale since they don’t have inventory anyway. Why offer a discount for something people can’t even get? “

3 questions with Airtable CMO Archana Agrawal

How has the role of data changed in marketing?

We’ve reached a point where marketing teams are drowning in data trapped in different systems. According to our research, the average marketing team regularly uses 23 marketing tools, and 46% of marketers say they lack timely data to make strategic decisions. The more tools we use, the more fragmented the work becomes; when data is duplicated in some places and missing in others, the risk of misalignment, redundant work and error increases dramatically. Marketing teams need a single, trusted source of truth that connects their people, processes, and systems for faster decision-making, more efficient execution, and greater impact. This is how teams can keep up with the pace and volume required today.

What will it look like in the future?

Marketing teams today have a diversity of thoughts and talents that are unique to the job and incredibly inspiring. From creative designers to systems thinking operations professionals, to skilled storytellers, to techies who want to build things, modern marketing teams are a melting pot of talent – and these diverse skills will become even more essential in the future. When these diverse teams have data, marketing can be both brilliantly creative and scientific, innovating and setting new standards for using data to reach the right person, with the right message at the right time, every time.

How has the way we use data impacted Airtable’s marketing strategy?

In some ways we have had an advantage. Using our own platform to bring together all the real data marketing needs (customer data, operational data, capacity information, budgets, assets and dependencies) allowed our marketing team to prioritize and respond to customer needs with agility. For example, by analyzing customer use patterns of our product, we were able to prioritize creating tailored solutions for marketers and product teams, and designing content strategies to highlight stories relevant to those functions. – Kimeko mccoy

By the numbers

Since the pandemic last year, companies have struggled to find ways to maintain staff morale, deploying everything from co-working in the metaverse to co-CEO leadership models. For human resources professionals who put these practices in place, things are just as hectic. According to the latest collaborative survey by MindEdge Learning and the HR Certification Institute (HRCI), there has been a sharp increase in burnout, hiring difficulties and workplace safety issues. Find the details of the report below:

  • 80% of HR professionals report increased staff burnout during the pandemic, with 38% of respondents claiming that their organization has taken no action to address burnout.
  • Despite the increase in hybrid work, 61% of respondents say their organizations have not offered any remote work training to their employees.
  • 52% of respondents indicate that their organization is hiring at an increased rate, 35% at their normal pace, and 8% at a slower pace – just 5% are not hiring at all. – Kimeko mccoy

Quote of the week

“We see live shopping and purchasable video as an important area of ​​growth. By investing now in these formats, brands have the opportunity to differentiate themselves from their competitors and build a business infrastructure on which to expand as the formats expand.

– Evan Kirkpatrick, vice president of commercial media at Tinuiti, a performance marketing company, on Facebook’s new live buying offer. Facebook, YouTube, and Pinterest are all now offering live shopping this holiday season.

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