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Dig In May 2021

DIG IN: Digital Insights, Go-to Information and News for May 2021

DIG IN is StackAdapt’s monthly round-up of hot topics, latest trends and need-to-know articles for digital media professionals. 

This month, we have gathered articles that reflect the actions marketers and brands can consider when adapting strategies to align with changes in consumer behaviour.

There Are No More Excuses: Advertisers Try to Overcome the Fallacy of Ethical Media Buying 

The pandemic drove marketers to consider the impact of their decisions. They realized that consumers today expect companies to take a stand on everything from data privacy to diversity and sustainability. Read on to see how a few of the largest advertisers are trying to bake social and environmental concerns into their economic recovery strategies. 

New Guidance on Brand Guidelines

Today’s brand marketers are aiming for a cohesive brand identity across all their platforms, media and content. For example, with lots of great opportunities arising for audio, marketers face the challenge of translating their brand identity and expressions of their brand into an audio-only format. It’s time for brands born in a non-digital world to start reimagining themselves as digital entities!

Gender Equality in Ads Has Big Impact on Sales, Finds Major Retailer’s Three-Year Study

A study conducted by research firm ABX found gender equality in ad portrayals generated stronger overall sales. The study found that the creative effectiveness score that has been traditionally used to make decisions had less of an impact in comparison to gender equality scores. It’s time to start considering the use of gender equality scores. 

Overselling Sustainability Reporting

For the last two decades progressive thinkers have argued that businesses can become more sustainable by actively measuring and reporting their environment, social, and governance (ESG) performance. This reporting has now become widespread. While it has propelled some positive benefits, others argue that this model for progress was oversold. In this article, Timberland’s former COO addresses the limitations of sustainability reporting and explains what companies should be doing instead.

Developing A Powerful New Data Framework For Better Customer Insights

In this article, a Forrester study uncovers the omnichannel challenges that businesses are facing as a result of the pandemic. It explores why having a unifying customer profile is crucial to building and sustaining an effective customer data pipeline. Learn the key elements needed to overcome the complex realities of an advanced analytics agenda.

We hope you find these posts insightful! See you next month.

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