Good morning, and do you know what you’re doing for the holidays?

I don’t mean to stress you out; I haven’t even thought about Thanksgiving, let alone anything beyond that. All I know is that I don’t expect to go very far or see many people. Who knows, Governor Cuomo might not even be letting New Yorkers out on the streets at all.

I’ve given even less thought to holiday shopping, I confess. This might be a year to exchange sighs of relief rather than gifts (at a distance, of course). And I wonder if that explains some of the discrepancies in surveys of anticipated consumer behavior. A survey by SAP (see below) finds 60% of consumers likely to hit brick and mortar stores; I’ve seen data from other sources which estimates a much smaller percentage.

I haven’t taken a deep dive into methodologies to see if there’s an explanation for this, but I really wonder whether consumers themselves know, definitively, what they plan to do. These are tentative times.

Kim Davis,
Editorial Director, MarTech Today

 
 
 
Privacy
 

Concrete steps marketers should take now to get ready for CA’s CPRA in 2023

The California Privacy Rights and Enforcement Act was passed as a ballot proposition last week, and will expand the provisions of California’s existing CCPA. The good news is that it doesn’t come into force until the beginning of 2023. That leaves time to prepare: but marketers should start their preparations now.

CPRA expands the types of data covered (any data “shared” with third parties); it also spells out specific categories of sensitive personal information that require special attention. It enables consumers (and employees) to opt-out of “automated decision making technology” (machine learning). And it creates a dedicated enforcement agency to ensure compliance.

Experts are ready to offer concrete advice for brands, publishers and advertisers about what they could or should do now. We spoke to five of the best.

Read their tips here.

 

Time to get a DAM?

What should a digital asset management (DAM) platform do and what are the ways that vendors differ from one another? This guide from MarTech Today examines the market for enterprise DAM platforms and includes the latest industry statistics and developing market trends. Also included are profiles of leading vendors, capabilities comparisons, pricing information, and recommended steps for evaluating.

Read more »

 
Accessibility
 

Is your website at risk for an ADA accessibility lawsuit?

The American’s with Disabilities Act has influenced the way businesses need to operate online. Now more than ever, providing the proper website accessibility is becoming undeniably more important, not only because it’s the right thing to do, to give all visitors an opportunity to get to your services or products, but also because costly lawsuits against companies with alleged non-compliance have quickly increased over the past few years. Those suits and settlements can cause a huge financial burden to businesses. 

Which type of website must comply? A website that is associated with a business that operates a physical storefront location is certainly under the umbrella. That website is understood generally to be a digital extension of said company and can therefore be subject to ADA regulations. But some have raised questions as to whether or not websites are required to comply if they are tied to companies who don’t have a physical shop. Some federal court decisions conclude yes.

There are many ways you can keep your website ADA compliant, including working with your website development team or website company to ensure compliance points are taken care of. You can also choose from a variety of automated solutions, some of which use artificial intelligence to scan and fix issues. If you’re wondering whether or not your website is ADA compliant right now, the team at ADA Compliance Monitor will audit your website for free and provide you a report on your site’s violations so you can take the right steps to help you avoid potential legal issues.

Read more here.

 

How a well-oiled marketing operations machine drives business forward

Sponsored by Workfront

With so much change affecting marketing teams across the industry, adjusting internal strategies to be more agile, more efficient and better aligned across the organization is key to driving real business impact.

“There’s more pressure than ever, that every dollar that we invest has the maximum impact on what we’re trying to get out of our marketing initiatives,” said Jenifer Salzwedel, Senior Director of Marketing Operations and Enablement at Poly, a company that sells collaboration technology. “We’re constantly in planning mode for the next big thing that needs to be done and, in that planning, we certainly then need to figure out how to activate those plans very quickly.”

Read More>>

 

Expert-led tactics for marketing success

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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Customer Service
 

SAP survey looks at customer service expectations for the holiday season

A new survey from SAP shows that consumers are expecting more personalized service through omnichannel experiences for the upcoming holiday season. The study also found that 60% of U.S. consumers expect to shop at brick and mortar stores. 

Over 90% of respondents expressed the need for a personalized experience, and online chat was identified as the top way of interacting with brands, with phone and in-person service tying for second place. According to nearly two-thirds of respondents speed is the most important factor of successful customer service interaction with brands. 

Why we care.  Customer service is a key element of customer experience, and may be the great differentiator during this first-of-its-kind holiday retail season. 

 
 
 
Holidays
 

Alibaba sets another Singles Day record as U.S. marketers begin to capitalize on the largest shopping event in the world

Alibaba has set another record with its 11-day Singles Day retail event, with the 2020 total of retail sales surpassing $74 billion. As U.S. marketers are finally starting to create revenue from the Chinese-based holiday Singles Day, celebrated on November 11. Singles Day, a random holiday that celebrates singlehood in China, was turned into the world’s biggest shopping event by Alibaba 10 years ago. 

While the U.S. takes November 11 to remember veterans, elsewhere across the globe people celebrate this as a day when unmarried individuals are encouraged to buy themselves a gift to celebrate their status of being single. Economists, marketers and investors across the world paid close attention to the sales performance of this year’s holiday as an early indicator of the upcoming holiday season. 

U.S.-based brands are now taking advantage of the world’s biggest shopping event by using email marketing and social media campaigns. ProFlowers engaged in a large email marketing campaign, offering a 20% discount on ‘the biggest self-giving day of the year.’ 

U.S. brands have also added a twist to the marketing of Singles Day by focusing on the entire family to increase revenue. This year Levi’s used the Singles Day holiday to market to the entire family by offering a 22% group discount. Food brands like Long John Silver’s also are appealing to the entire family with an email marketing campaign that offered an 11-piece meal for $11.11. 

Why we care. It’s the world’s biggest shopping event, so U.S. marketers should pay it due attention.