Good morning, is video marketing a part of your content strategy?

A recent study from Mondo indicates that video is at the top of the list of priorities for marketers throughout the remainder of 2019 and into 2020. According to the report, 67% of digital marketers and creatives anticipate video marketing as their first priority. In particular, the types of video content that marketers expect to invest in most include Instagram Stories (66%) and news feed videos (62%). Gifs (52%), cinemographs (31%), live streaming (28%) and IGTV (28%) were among other top-ranking video types respondents anticipate producing. With video sitting at the top of the marketing list, now might just be the ideal time to dig into video marketing – if you haven’t already.

Last month, we wrote about a possible increase in ad loads on Instagram, with ads accounting for as much as 22% out of 45 posts and 23% of Stories, according to the marketers we spoke to. Now, Instagram is confirming it’s experimenting with increasing ad volume in the Stories format.

“We’re always testing new ad experiences on Instagram and want to learn how people and advertisers respond to this small test,” said a spokesperson from Facebook, Instagram’s parent company. AdWeek reported that the test involves running ads from two different advertisers back-to-back within a Story. And while the experiment is only being tested on a small group of users at the moment, all advertisers are eligible to be part of the test. If Instagram decides to push forward and move the experiment to a standard feature, advertisers should take note and prepare for ways to take advantage of the increased inventory.

There’s much more to read below, including why marketers should consider all possible scenarios as a tactic toward improving the customer experience, plus news on which marketing executives are on the move, and more.

Taylor Peterson,
Deputy Editor

Pro Tip

Improve customer experience with scenario analysis

“Are you ready for customer experience to be your differentiator? If so, then one valuable step is to tap the power of scenario analysis,” encourages MarTech East speaker Laura Patterson of VisionEdge Marketing. “The fundamental ingredient for scenario analysis – whether to anticipate, plan and improve customer experience or some other aspect of the organization – is developing the scenarios. Creating scenarios is both art and science. The science side of the process requires data and timing information. Scenarios to support real-time marketing and customer experience can be created based on the answers to the following types of questions: 1) What data can change regarding customers, the market, and the competition? By how much? 2) What data are predictive of a key prospect or customer behavior? 3) What data are essential for effectively engaging with customers and prospects? 4) What data are required to support a consistent cross-channel customer experience?”

Read More »


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On the Move

Nordstrom appoints its first CMO

Nordstrom has promoted Teri Bariquit as the retailer’s first chief marketing officer. In this newly created role, Bariquit will report to the company’s co-president Pete Nordstrom and lead both the full-price and off-price merchandising teams. Fashion United news reports Bariquit first joined the company in 1986, and most recently served as the EVP of merchandising. “During her 33-year career with Nordstrom, Teri has demonstrated unparalleled understanding of our customer needs and has an excellent grasp on the complexities of our industry. Merchandising is in her DNA and I’ve consistently been inspired by her ability to reimagine the future,” said Pete Nordstrom. 

Walmart has appointed Michael Francis to serve as interim CMO with the departure of its current CMO Barbara Messing, who will be exiting the company on August 30. Francis has consulted for Walmart since 2015. During his career, he has served as the CMO for Target, chief brand officer for DreamWorks and president of JC Penney. Walmart’s Chief Customer Officer Janey Whiteside said that Francis is joining Walmart full-time to guide the retail marketing team while the company searches for a new chief marketing officer and a senior vice president of retail marketing who will report to the newly hired CMO. 

The West Coast beverage retailer BevMo! Has named Matthew Champion as senior vice president and chief marketing officer. Champion will oversee all aspects of the beverage retailer’s traditional and digital marketing, in-store activations and e-commerce efforts. “His consumer-focused growth mindset and expertise in leading cross-functional teams to deliver profitable growth is what makes him the right leader to continue our digital transformation,” said CEO Dimitri Haloulos about the new CMO. Prior to joining BevMo!, Champion was the head of marketing for Amazon Canada. 

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Media’s new revenue play: Sell software to other media companies – Digiday

The Little-Acknowledged Truth about AI — According to the Founder of Altavista – Forbes

Facebook succeeds in blocking German FCO’s privacy-minded order against combining user data – TechCrunch

YouTube says it won’t negotiate with the YouTubers Union – The Verge

Smart TV Data Segments: 5 Flaws To Consider – AdExchanger

Amazon to invest $15B in tools for third-party sellers in 2019  – Retail Dive

Report: Location Targeting Ecosystem Suffers from Inaccuracy – Street Fight

Social commerce sees highest adoption among retail technologies, study says – Mobile Marketer