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Hotwire Headlines #31

Marketing is dramatically changing and it’s time-consuming to stay on top of the latest trends—and to predict which of them will lead to innovative, effective, marketing strategies.

This week, we look at how businesses are utilising data to enhance the customer experience; twitter’s first paid subscription model in Australia and Canada; the brand challenges of the post-COVID ecommerce take-off; LinkedIn’s newest marketing features; and the return of contextual marketing.

How Canstar is building out its CDP strategy

Comparison website Canstar recently adopted a customer data platform (CDP) to harness its data and enhance customer personalisation. With the number of customer touchpoints increasing for businesses, connecting data from all sources is becoming critical to delivering a seamless customer experience. Canstar’s CDP incorporates marketing, analytics, product, and architecture functions to provide a single view of the customer—enabling it to take its data further and develop lasting customer relationships.

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Twitter launches first subscription model in Australia and Canada

Twitter has launched its first paid subscription service, Twitter Blue, in Australia and Canada, offering subscribers exclusive features and perks.  The new subscription model has been implemented to enhance and compliment the current Twitter experience, which will be unaltered. As the social media giant rolls out the new service and expands on its features, this could open up new ways for brands to connect with their audiences and build loyalty through communities, similar to other platforms such as Twitch which offers subscribers exclusive perks and features.

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The brand impact of the ecommerce take-off

Ecommerce acceleration was a key digital trend witnessed over the past year, with the pandemic forcing retailers and suppliers to double down on the digital arm of their business. CMO reached out to a number of industry leaders to hear their thoughts on the impact ecommerce has had on brands their views. The found building trust with consumers in a digital space is tricky at best and those that didn’t invest in ahead of COVID are facing the consequences now. For marketers, omnichannel retail isn’t the buzzword it once was. Instead, it’s the brands that operate and engage with consumers across multiple touchpoints that have the best chance of strengthening their consumer relationships.

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LinkedIn unveils new update for marketers

With LinkedIn’s 18th birthday having just passed, the platform celebrated by rolling out several changes to help brands better connect with their audiences. While some features such as stories, private message audio, and video options haven’t quite reached projections, there are several useful changes every marketer should know. Additionally, the platform has increased its post size from 1500 characters to 3000 and now allows articles to be published from a company page. With the changes still fresh, now’s the time for marketers to familiarise themselves with LinkedIn’s latest update.

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Contextual marketing is back, but what does it mean?

For years, marketers have chased audiences on a cookie-fuelled rampage, but with the cookie-less future looming, tightening data privacy and mobile tracking changes, contextual marketing is making a comeback. What this means is that one-to-one marketing is becoming more difficult, whether it’s based on content, lifecycle or data, companies realise it is value versus volume when approaching customers in a contextual way. Marketers have felt the success of implementing such an approach, with some reporting conversion rates increasing up to five times when approaching consumers contextually.

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