Mediaboss Marketing

LinkedIn has shared new insights into the changing landscape of gender and racial diversity in the marketing field today.

Although the stats shared in this infographicfocus on comparisons between women and men in the industry,LinkedIn notes that "Gender identity isnt binary and we recognize that some LinkedIn members identify beyond the traditional gender constructs of male and female. The data shown here is based on individuals and their chosen pronouns. LinkedIn encourages everyone to include pronouns in their profiles so that they can improve their data. "As members begin to self-report gender, we will be able to share more inclusive gender data."

A few notable stats seen in this infographic:

This is the fourth update from LinkedIn in a series called The Changing Marketing Jobs Landscape.

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LinkedIn Shares Insights Into Gender and Racial Diversity in the Marketing Field - Social Media Today

As consumer habits post-pandemic ebb and flow, beauty brand Fresh is using data to drive its social marketing decisions.

At Fairchild Media Groups Virtual Tech Forum on June 17, Tennille Kopiasz, chief marketing officer of Fresh, spoke with Thomas Rankin, cofounder and chief executive officer of marketing software company Dash Hudson on how the brands digital strategy reflects the needs of a post-coronavirus consumer.

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Our customers and our employees have changed, and theyre not going back, Kopiasz said. From a marketing standpoint, consumer satisfaction is the new marketing excellence. Weve seen major shifts in all dimensions with unprecedented speed and scale with digital always at the core. Its about how we reinvent across all areas, from content, to human capabilities, experience, channels and even the future of work.

Kopiasz credits the brands partnership with Dash Hudson for the agility of its social media content. Technology is only as good as the team you have behind it, because it helps you make smarter decisions. Dash is at the heart of how we look at social on a daily, weekly, quarterly and annual basis, but its also helped us shift our strategy, she said. In the past, we were obsessed with engagement, but it didnt really encompass video. So now, were using the [Dash Hudson] effectiveness tool, and its really helping us drive the strategy moving forward. Data is in everything we do.

We also use Dashs organic reach tool to figure out what people are talking about, what theyre interested, and we tweak our strategy based on what their interests are, Kopiasz continued. We see the big content buckets of our competitors, and distill that in a way thats more specific to Fresh, because what works for Fresh isnt what works for other brands.

Just like its clients, Dash Hudson has also made a concerted effort to keep up with the rise in content format. Its been a real struggle for brands as the formats have grown, Rankin said. Channels aside, if you look at Instagram alone, with the launch of Reels and IGTV and of course, Stories, its about understanding your baseline performance across all of those formats and understanding how they come together, he said.

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Rankin added that video, despite being increasingly resonant, has historically been difficult for brands to scale or to understand its return on investment. Additionally, the company is seeing its offerings applied to paid advertising in growing numbers, despite paid and organic social content existing in silos, he said.

Kopiasz postulated that when creating paid content as an extension of organic posts, consumers respond with more enthusiasm. When you see what performs, its almost never what you think is going to perform, she said. These beautiful, perfect, curated, branded assets that are the epitome of the brand are not typically what appeals to your consumer. To have those insights from an organic content perspective, you can ultimately take that and adapt for the paid perspective to reach a whole new audience and group of consumers.

Following explosive growth in Eastern markets like China, Kopiasz also has her sights set on social commerce.

Weve done a test and learn approach and where weve seen the most success is in exclusive drops. For example, the jumbo size of our Soy Face Cleanser, which is a cult product our consumer already knew about, and that saw great success. For our partners in China, social commerce is hitting almost 30 percent of the business, and thats only going to be bigger with TikToks partnership with Shopify. Theres not just a brand approach there, but an influencer approach. Its going to create a whole new level of commerce that doesnt exist in the Instagram universe, Kopiasz said, adding that the brand still experiments with Instagram Checkout and Live Shopping.

In a live Q&A with Evan Clark, deputy managing editor of WWD, Kopiasz discussed how Fresh is reinventing the wheel for its upcoming social holiday campaigns, which run from September through December.

Theres a high level of fatigue. Holiday represents almost 40 percent of the business, you typically have one campaign, and you spend a lot of money on it, Kopiasz said. Dash helped us look at different content segments. Moving into 2021, we broke our social business into three different buckets. We have content thats still holiday, but doesnt have the same fatigue, and thats all driven by data.

For more from WWD.com, see:

10 Unscented Body Washes for Sensitive Skin

Neimans Turns Toward Technology With Heightened Investments

Dash Hudsons Jenny Pratt Taps Into Users to Create Content

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Freshs CMO on the Future of Social Marketing in Beauty - Yahoo Lifestyle

Juul Labs Inc. has struck a $40 million settlement with North Carolina over a lawsuit claiming it aimed its e-cigarette products at young people, in what the state called the first such agreement to hold Juul accountable for its marketing.

North Carolina Attorney General Josh Stein and the company told a state judge of the settlement at a hearing on Monday. At a news conference afterward, Stein said Juul had agreed to fundamentally change its business practices, restricting what products it sells, how and where it sells them, and who is able to buy them, and abandoning all marketing strategies and content that appeal to young people.

The consent order, enforceable in North Carolina court, prohibits advertisements near schools and most social media advertising and bars Juul from making claims that compare the impact on health of using its products with that of combustible cigarettes, among other stipulations, according to the attorney generals office. The $40 million will go to programs for teens struggling with e-cigarette addiction and to prevent other young people from starting the habit, Stein said.

Today, because of Juul, thousands of kids in North Carolina are addicted to nicotine, putting their long-term health at risk, Stein said.

Juul said in a statement that the settlement is consistent with our ongoing effort to reset our company and its relationship with our stakeholders, as we continue to combat underage usage and advance the opportunity for harm reduction for adult smokers. The company said it would work with Stein and with other manufacturers on the development of potential industry-wide marketing practices based on science and evidence and said it had previously halted all mass market product advertising.

Indeed, some of the settlements requirements are in line with actions Juul had already announced, such as shuttering its social media accounts. As it is, e-cigarette makers are barred from introducing new products without permission from the U.S. Food and Drug Administration.

Juuls popularity had ballooned in recent years, with the company coming to dominate the e-cigarette market. That success landed it in the cross-hairs of federal regulators and state attorneys general who worried about Juuls impact on teenagers. North Carolina became the first state to sue Juul for allegedly advertising to minors, in May of 2019. The companys practices helped create an epidemic among them, downplaying health risks and understating the strength of nicotine in its products, according the states complaint.

California and New York followed with similar suits that November. Juuls legal woes expanded in February of last year with the announcement of a 39-state probe of its teen marketing.

Just talk to any high school principal in North Carolina and you will hear what a devastating problem this is, Stein said.

With assistance by Breanna T Bradham, and Erik Larson

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Juul Makes $40 Million Pact With North Carolina on Marketing - Bloomberg

Marin is contributing to the fast-growing platform its experience in assisting marketers in optimizing over $40 billion in digital advertising spend.

FREMONT, CA: Marin Software, a leading provider of digital marketing software for performance-driven advertisers and agencies, has enhanced its flagship MarinOne platform with the ability to manage Instacart Ads. This integration enables brands to communicate directly with customers at the time of transaction.

Marin is contributing to the fast-growing platform its experience in assisting marketers in optimizing over $40 billion in digital advertising spend.

In North America, Instacart is the leading online grocery platform. Today, Instacart works with over 600 national, regional, and local retailers, including unique brand names, to deliver from approximately 55,000 locations in over 5,500 cities across the United States and Canada. Instacart provides self-service and managed ad services to over 2,500 CPG clients, including all of the Top 25 CPG companies.

Self-service To assist in generating more demand, the MarinOne platform combines lower-funnel marketplace advertising with paid search and paid social marketing. Marketers may coordinate their efforts across channels to ensure that they work flawlessly throughout the customer journey.

"Customer habits shifted during the pandemic and online grocery delivery was a big beneficiary," stated Chris Lien, Marin's Chairman and CEO. "As the leading online grocery platform in North America, Instacart is a must-have part of digital marketing strategies. We are delighted to give advertisers on Instacart the power of MarinOne to maximize return on their investment."

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MarinOne Announces Integration with Instacart Ads - CIO Applications

Are you considering LinkedIn ads for your promotional efforts in 2021?

If you are, then this guide is for you - LinkedIn has published a new, 14-page mini-overview of its various ad and audience targeting options, which could help provide more context, and assistance, in devising your LinkedIn marketing strategy.

The guide provides an overview of each element, including LinkedIn's available ad objectives:

There's also a summary of how to get started with Campaign Manager, as well as an overview of its Audience Selection tools,

There are also notes on audience size estimations for your campaigns, as well as an explainer on each of the available targeting options.

It's a handy overview of how to effectively set up your LinkedIn campaigns, and even if you know the system already, it could be a good reminder on each element, and may get you thinking on different ways you can use the options.

You can download LinkedIn's full quick-start guide here.

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LinkedIn Publishes New Mini-Guide to its Ad Targeting Options - Social Media Today