Good morning, and are the little guys in trouble?

In a recent article, The Financial Times asked “Is the back-to-basics shopper here to stay?” The theme of the piece was that big consumer brands are seizing market share from smaller brands under the pandemic, with some like Procter & Gamble and Unilever reporting their best performance in years.

Consumers have been returning to familiar brands, and retailers found an advantage in working with multinationals that could offer scale and a “sophisticated supply chain,” the article said. I might add that it seems likely such multinational brands can invest heavily in e-commerce.

Should we feel bad about smaller brands losing market share? One’s heart, surely, says yes. But the flipside are the opportunities for smaller brands which are digitally savvy. The world is your market, if you’re ready (and see the related news item on Channable below).

Kim Davis,
Editorial Director, MarTech Today

 
 
 
MarTech Live
 

Experts make case for the importance of marketing operations

Marketing operations is an essential part of any modern marketing team, but the role of marketing operations within the organization and the individual responsibilities vary from company to company.

In a recent episode of MarTech Live, Kim Davis spoke with Darrell Alfonso, Global Marketing Operations Manager at Amazon Web Services, and Steve Petersen, Marketing Technologist at Western Governors University, and a MarTech Today contributor, about the place of marketing operations in today’s marketing teams, and the different roles that fall within marketing operations.

Hear about the many commonalities between the marketing ops experience at a global cloud provider and at an online university, as Darrell and Steve take a deep dive into the skills necessary to succeed in a marketing ops career, with much actionable advice on training and continuing education.

View the episode here.

 
Privacy
 

California’s ‘CCPA 2.0’ is probably going to pass, here’s what changes

If you’d gotten used to dealing with the CCPA, it’s time to pay attention to CPRA (the California Privacy Rights Act), which passed this week as a ballot measure, and which is intended to expand and strengthen the existing regulation.

Here are some of the important measures in the new legislation. The CPRA

  • Prevents businesses from “sharing” personal information (PI);
  • Limits use of “sensitive personal information,” including precise location, race, religion, sexual orientation, social security information, specified health information and other categories of PI;
  • Prohibits retention of personal information for longer than necessary;
  • Triples penalties for violations involving minors under 16;
  • Creates a new “California Privacy Protection Agency” to replace the attorney general’s office as the statute’s enforcer;
  • Expands the private right of action for consumers; and
  • Creates new obligations for opt-out links.

The CPRA doesn’t come into force until January 1, 2023. Until then, CCPA remains in force.

Read more here.

 

For those running CDPs, the platform is critical for their customer data strategies

Sponsored by Treasure Data

Marketers currently using Customer Data Platforms (CDPs) consider these platforms nearly as valuable as CRMs and DMPs when it comes to wringing value out of their customer data. That’s according to a survey of U.S. marketers using CDPs in companies with more than $500M of revenue annually, which was undertaken in July and August by Advertiser Perceptions and sponsored by Treasure Data.

Treasure Data CMO Tom Treanor and Stuart Schneiderman from Advertiser Perceptions shared the survey results in a session at the MarTech conference recently. The results provide very interesting insights into how marketers currently using CDPs view the technology: what they’re relying on it for, how it fits into their stacks and what value it provides.

Read More>> 

 

Webinar Today! Ready for Anything--How to Infuse Agility into Your Marketing Strategy

Change has come to define the past year, and it will probably define the next one, too. Some marketers are exhausted from pivoting from one surprising development to the next. But it doesn’t have to be this way. Operating with agility can help you succeed today, stay ready for anything, and even save both time and money. Join this webinar to learn more.

RSVP Today »

 
E-Commerce
 

Channable expands into North America

E-commerce platform Channable, headquartered in the Netherlands and a global vendor for brands, digital marketers and online retailers, has announced a North American expansion to support U.S.-based clients and partners. In a release, Channable stated that the increase in international e-commerce caused by the pandemic has led to the expansion. 

The expansion is an indicator of the increase of cross-border selling by U.S. companies, and is a proactive move ahead of the much-anticipated holiday season. Channable uses its retail platform to accelerate product-to-market funnels by optimizing product and service placements. 

Why we care. One important aspect of our transformation into a digital-centered economy is that it’s as easy to sell to someone on the other side of the world as someone on the same block; something which wasn’t true, or perhaps just wasn’t important, to many businesses pre-pandemic. 

 

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Register today to access 80+ tactic-rich sessions, empowering keynotes, inspiring case studies, and useful demos from senior-level marketers… all free.

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Quote of the Day
 

“Big brands are taking market share from the smaller brands in almost every category.” Warren Ackerman, Head of European Consumer Staples Research, Barclays.