5 Marketing trends cmos need to know this summer

“Everyone is cutting the cord and getting rid of their satellite packages so they need a revenue stream and will head into advertising. Expect more personalized ads now that telecom companies can leverage digital media – compared to linear ads inherent to TV programming. The same way Instagram ads are personalized, you can expect that coming to TV especially now that telecom is able to sell content and partnerships.”

Fischer says, “Broad based marketers need high-end engaging TV content to do broad based consumer advertising. Amazon is really good at direct to consumer advertising; Amazon pioneered the geo-targeting and they recognized the need for a direct to consumer model and Amazon Prime Video.” 2. News driven content will add to tech companies’ responsibility


“I think one of the problems you’ll find is that everyone thinks they can just create content. CNN has their own news show for Facebook and Univision – it will be interesting to see how the big tech companies start adopting the responsibilities for news; they have never been regulated for that type of content. If you are CNN, it’s illegal to produce some of that content. Because the tech companies are so new, they will have to manage the responsibility that comes with managing content.”

“I don’t expect regulation on Facebook at least in the near term. Now that we see some national security threats to democracy (fake news and election), it wouldn’t surprise me that in time – as we become more addicted to their services and they become more utilitarian – we could see regulators put some boundaries on these companies.” 4. Marketers, take note: GDPR is a viable business threat

“The big argument is that it is not fit to purpose. It was created to protect consumer data; however, it comes at the expense of small business. Regulators completely understand. Companies who can afford compliance and not be choked out by the very strongest penalties of non-compliance are the giants like Google and Facebook. More marketing dollars are migrating towards them because there is less risk of getting caught up in this issue.” 5. Brand marketers continue to invest in CSR

In February 2018, in response to continued school shootings, Dick’s Sporting Goods decided to stop selling assault style rifles and high capacity magazines. They also made the move to raise the minimum age to purchase a gun to 21. And their sales soared – in fact, their stock price surged 27 percent after reporting quarterly sales beat estimates shortly after this announcement.

The giants are more threatened than they ever have been. Gillette is a great example. Their business has taken a dive whereas Dollar Shave Club has exploded. Skechers has taken a dive while Albert’s has exploded. If you’re a big company, how will you differentiate from a direct to consumer company? By communicating that you value CSR and have the heft and ability to make a difference and because of this you should want to buy our products or work with us.”

Rachel Kule founded PURSUIT PR with the goal of creating a boutique firm focused on offering personalized attention, flexibility and efficiency for each client. Her clients span the tech, finance and media space. She earned a bachelors of science from Syracuse University’s S.I. Newhouse School of Public Communications and Maxwell School of Citizenship and Public Affairs. Currently, Rachel resides in Brooklyn Heights, New York.