Cogent Weekly Newsletter 5

Sean Simon

Published on February 7, 2021

The Growing History of Super Bowl Ads

The Super Bowl is over, so how will you keep the buzz going if COVID has paused your water cooler conversations? Perhaps people will keep their opinions to social media this year, which could be an added boon for the brands that forked out over $6 MM for a 30 second spot. At Cogent, we decided to take a look back at the history of Super Bowl ads, and how they became such an event on their own. This video is a few years old, but still relevant. It’s also a good reminder of some of the best spots you might have forgotten about, and they’re sure to put a smile on your face.


Navigating the New Normal: How Customer Experience has Become More Important for Retailers and Brands as they Look to the Future

Published on MarketingWeek

Exceptional experiences create customer and brand loyalty, but the new breed of customer is also perceived as increasingly fickle – gaps, inconsistencies or irrelevant messaging in experiences lead to immediate abandonment of a retailer or brand. Like never before, keeping customers both engaged and close requires that digital content be more than an afterthought – it must be a core element in business strategy.

Keeping customer experiences fresh and engaging – and understanding that these experiences must be customised at the individual customer level – is key to retailing success. And an integrated and modern content management strategy is not just a nice-to-have in this equation, but now a business necessity.

↪ Read the entire article

A Cogent Thought:

Delivering exceptional digital customer experiences and personalisation are integral to inspiring loyalty.

Consumers of all ages want to know more about the products they’re considering. Where did it come from? Who else is wearing the look? How should I pair it up? The right content and technology are key to answering these questions and driving conversions.

Nearly 60% of respondents both recommended a retailer and made additional purchases from a retailer based on the content they shared.


A Cogent Thought:

In 2021, businesses will have an obligation to help their employees deal with the mental health crisis inflicted by COVID. 

Brands must be sensitive to the way they communicate with their customers post-COVID.

Cities will take on a different role for businesses as more employees look for a better work/life balance. Businesses will need to pay attention to how this evolves if they want to continue to hire the best talent.

Consumers in 2021: Know Trends Before They Happen

Published by GMI

It’s easy to get swept up in ideas or assumptions that seem to be playing out before us during such a vast and complex event. Understanding what’s hype and what’s real has always been a challenge; never more so than now. This study address:

  • How brands can join the mental health narrative to actively support consumers.
  • Where the home working trend is headed, and what to do about it.
  • How to imagine the future of ecommerce, and put digital techniques to work.
  • Where the green economy is at, and the ways consumer views will influence purchasing.
  • The indicators of how cities of the future will shape up.
  • How brand purpose is going even further – and how you can tap into it.
  • New digital behaviors to watch out for, and the generational shifts to know.
  • What publishers and brands need to know about next gen data privacy.

↪ Read the entire article


Subscription-Based Marketers Should Prepare for NY’s New Automatic Renewal Law

Published by Davis & Gilbert LLP

“At the federal level, negative option/automatic renewal offers (i.e., offers where a consumer’s lack of action to stop or cancel is deemed consent) have increasingly become the focus of the FTC’s attention. In recent years, the FTC has brought actions against marketers who engage in unlawful automatic renewal practices to entice and retain consumers through subscription based contracts, relying on various laws, rules, and regulations including the Restore Online Shoppers’ Confidence Act (ROSCA), the FTC’s current Negative Option Rule, and the Telemarketing Sales Rule (TSR).”

At the state level, a similar focus has been made to address deceptive negative option practices. A number of states, including California, have enacted their own automatic renewal laws (ARLs) to crack down on this important consumer issue. Marketers must be particularly careful in complying with these laws, as state ARLs have increasingly become the basis of consumer class action lawsuits, especially in states like California where the state has seen an uptick in consumer class actions based on ARL violations.

↪ Read the entire article

A Cogent Thought:

  • Clear and conspicuous terms must be in close proximity to where a consumer’s consent is being requested.
  • Disclosures should include details on the charges to be made to the consumer’s payment method, as well as the marketer’s cancellation policy.
  • In the event a marketer sends any goods or performs any services without first obtaining the affirmative consent of the consumer, such goods and/or services will be deemed to be an “unconditional gift” to the consumer.

A Cogent Thought:

Website content needs to be structured in a flexible way. You should be able to make updates as frequently as the business requires, not when IT or the Development teams say they can get to it.

Content is about people and process, not just technology. People need the authority to publish what needs to be published, in a timely manner.

A brand’s web strategy needs to be aligned with their business strategy.

Beyond the relaunch: Evolve your web strategy toward regular iteration

Published by MarketingLand

“Can you respond in real time to social media? Can you evolve the experience of your website on a weekly basis, or potentially, if necessary, on a daily basis, because you’ve had to pivot a campaign or you’re sending out a new type of communication?,” he asked. “If the web experience component of your stack can’t move at that speed, it’s really a problem.”

“What happens inevitably is the website’s unveiled, the relaunch happens. And it’s very exciting, it’s a big improvement, you fixed a lot of things, but it’s also incorrect in many ways,” he said. “There’s no way that you’re going to get it all right and stick the landing perfectly. So there’s this list of things that need to get fixed or adjusted.”

↪ Read the entire article


Cogent Takeaways:

Will Social Audio take flight? We have started experimenting with it, but we don’t grasp the allure yet. Have you experienced it?

Facebook sold nearly 1.1 million Oculus Quest 2 headsets during Q4 2020. Will this lead to the proliferation of in-game advertising?

Cogent has 3 invitations to Clubhouse to share with our members! It’s on a first-ask basis, so let us know if you want to experience this new phenomenon.


Member Spotlight

Loren Simon

CRO
@American-Giant

Loren is experienced enough in this business to know that it’s prudent to look at new technology through a skeptical lens. In his 25 year career, Loren has worked at Walmart, Pop Sugar, Everlane, and now American-Giant, to name just a few. All of these companies are on almost every AdTech’s target list, so professionals like Loren need to prioritize their time and evaluate solutions that can make an immediate impact on the business. As a member of the Cogent Collective, Loren has pushed us to look at solutions through a critical lens before bringing them to our members, and for that we are grateful.


Upcoming Industry Events

Now through February 21st: NRF 2021: The Big Show On Demand

February 22nd-25th: Challenger Brands Summit

February 23rd-25th: eTail


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