Good morning: Back to work
This holiday season, under-promise and be transparent.
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Good morning, Marketers, and back to work.
However you chose to spend the holiday — at home or traveling, with immediate or extended family — we sincerely hope it was good for you, and a welcome respite before the succession of big holiday shopping days to come.
Those of you marketing to a consumer audience have reason for optimism given the predictions released by Adobe last week (see below). Adobe is a valuable source, because it bases its data not on surveys of consumer intent, but on what it sees consumers actually doing based on its privileged access to a vast quantity of online activity.
As we’ve said before, one thing that’s going to leave its mark on this holiday season is the supply chain. Under-promise, be transparent and your customers shouldn’t blame you.
Poetry corner. “This Xmas beware/of toys/collecting data, dolls/asking personal questions.” from Rae Armantrout, “Contingencies” in Conjure (Wesleyan UP, 2020)