{"id":19466,"date":"2020-05-18T19:48:00","date_gmt":"2020-05-18T19:48:00","guid":{"rendered":"https:\/\/bostonchamber.com\/thought-leadership\/insights-from-the-2020-futurex-summit-what-marketers-should-take-away\/"},"modified":"2022-03-30T16:47:30","modified_gmt":"2022-03-30T16:47:30","slug":"insights-from-the-2020-futurex-summit-what-marketers-should-take-away","status":"publish","type":"thought-leadership","link":"https:\/\/bostonchamber.com\/thought-leadership\/insights-from-the-2020-futurex-summit-what-marketers-should-take-away\/","title":{"rendered":"Insights from the 2020 FutureX Summit: What Marketers Should Take Away"},"content":{"rendered":"<style> .banner:before {\r\n        background: linear-gradient(0deg,rgba(0,0,0,0.5),rgba(0,0,0,0.5)) !important;\r\n    }<\/style><div id=\"ra_id_1647935298\" class=\"banner dark-hero-theme standard\" style=\"background-image: url()\">\r\n        <div class=\"container  banner-container text-Center\">\r\n            <div class=\"row center-items\">\r\n                                \r\n                <div class=\"col-lg-7\"  >\r\n                                            <!-- <p class=\"label special-label\" tabindex=\"0\"><\/p> -->\r\n                    \r\n                    <h1 class=\"underline-text white  required\" tabindex=\"0\">\r\n                        Insights from the 2020 FutureX Summit: What Marketers Should Take Away                    <\/h1>\r\n                                            <div class=\"xyz\" tabindex=\"0\"><p><\/p><\/div>\r\n                        <div class=\"banner_event\">\r\n                            <span tabindex=\"0\">May 15, 2020<\/span>                    <\/div>\r\n                    <div class=\"banner-btn-wrapper\">\r\n                                                                                <\/div>\r\n                        <!-- <a href=\"#\">Link<\/a>\r\n                        <a class=\"arrow-link\" href=\"#\">Link<\/a>\r\n                        <a class=\"external-link\" href=\"#\">External Link<\/a>\r\n                        <a class=\"more-link\" href=\"#\">More<\/a> -->\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<script type=\"text\/javascript\">\r\njQuery(document).ready(function($){\r\n    setTimeout(function () {\r\n        console.log('here');\r\n\t\t$('#_youtube-iframe-wrapper').show();\r\n\t}, 2000);\r\n});\r\n<\/script>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3>Brands that succeed will be those that align with consumers on shared values and cultivate trust.<\/h3>\n<p>Today, consumer trust is at an all-time low, and brands must navigate how to earn the trust of skeptical consumers.<\/p>\n<p>\u201cAll brands are caught in this new spectrum, a world between incredible mistrust and skepticism, and corporate purpose,\u201d author and marketing consultant, <strong><a href=\"https:\/\/www.katie-martell.com\/\">Katie Martell<\/a><\/strong>, said. These days, it\u2019s the most trusted brands that tend to win.<\/p>\n<p>In her keynote, \u201cPandering to the Pandemic,\u201d Katie acknowledged that the current global crisis has given marketers an opportunity to rebuild trust, or conversely, further drive buyer skepticism.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-24850 size-full lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust.png\" alt=\"\" width=\"1559\" height=\"650\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust.png 1559w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust-300x125.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust-1024x427.png 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust-150x63.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust-768x320.png 768w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/mistrust-1536x640.png 1536w\" data-sizes=\"(max-width: 1559px) 100vw, 1559px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1559px; --smush-placeholder-aspect-ratio: 1559\/650;\" \/><\/p>\n<p>She warned that we are getting dangerously close to a new normal of marketing, which she\u2019s tokened as <em>pandermonium<\/em>. When brands are all talk and no action; when they piggy-back off social movements but fail to live up to the ideals.<\/p>\n<p>It\u2019s important to note that not ALL brands are doing this in the age of COVID-19. Katie shared great examples of how brands like <a href=\"http:\/\/www.formlabs.com\">Formlabs<\/a>, <a href=\"http:\/\/www.microsoft.com\">Microsoft<\/a>, and <a href=\"http:\/\/www.atlassian.com\">Atlassian<\/a> are raising the bar with mission-driven, value-add pivots.<\/p>\n<p>Another brand leading with purpose is the popular Boston-based shoe company, Converse.<\/p>\n<p>\u201cWe see this remarkable moment where everything is reset, and you have the opportunity to really show up for the world and to create value and serve the communities we want to be connected with,\u201d <strong>Jesse Stollak<\/strong>, Chief Marketing Officer of <strong><a href=\"http:\/\/www.converse.com\">Converse<\/a><\/strong>, said during his opening keynote. At Converse, \u201cwe call it CTRL ALT DELETE \u2013 the reset button that the world\u2019s been hit with.\u201d<\/p>\n<p>During the pandemic, Converse launched a campaign called Create At Home, which harnessed the energy of their community to celebrate creativity while people are at home. They embraced the idea that creativity can\u2019t be quarantined\u201d and thought long and hard about how their marketing could provide value for their community, said Jesse.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>\u201cWe believe our role as a brand is to help, and how do we make sure we are helping, thinking about their needs, understanding their needs in this moment? How do we take our mission and bring it to life, in the world, in this context?\u201d &#8211; Jesse Stollak<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Both Jesse and Katie emphasized the need for brands to serve their communities, especially at this time. Marketers should be asking themselves what the value and delivery of their brand is&mdash;is it serving as a force for good? &mdash; and whether they are delivering on the promise that their words carry.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h3><\/h3>\n<figure><\/figure>\n<p><img decoding=\"async\" class=\"alignnone wp-image-24851 size-full lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie.png\" alt=\"\" width=\"1920\" height=\"1080\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie.png 1920w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie-300x169.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie-1024x576.png 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie-150x84.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie-768x432.png 768w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/FutureX-Graphics-cookie-1536x864.png 1536w\" data-sizes=\"(max-width: 1920px) 100vw, 1920px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920\/1080;\" \/><\/p>\n<h3><\/h3>\n<h3>No one is sure how the death of the third-party cookie will play out, but it&#8217;s progress for the industry.<\/h3>\n<p>For those who aren\u2019t familiar \u2013 back in February, Google announced that it would phase out support for the third-party cookie in its Chrome browser.<\/p>\n<p>What\u2019s the significance? Many businesses use it to monitor user behavior and gather data on their marketing activities. However, many see the third-party cookie as an invasion of privacy, since it recognizes users across various websites in order to provide unique experiences and send them relevant content.<\/p>\n<p>We brought together a panel\u2014including <strong>Greg Campbell<\/strong>, Associate Director, Programmatic at <strong><a href=\"https:\/\/www.groupeconnect.com\/\">GroupeConnect<\/a><\/strong> agency, <strong>Tori Shulman<\/strong>, Senior Marketing Manager, Paid Media at <strong><a href=\"http:\/\/www.zipcar.com\">Zipcar<\/a><\/strong>, and moderator <strong>Jacob Beck<\/strong>, Associate Director, Programmatic at<strong> <a href=\"https:\/\/www.dwamedia.com\/en\">Merkle | DWA<\/a><\/strong>\u2014to discuss how they anticipate advertising will change in a cookie-less world.<\/p>\n<p>While acknowledging that the end of the cookie will certainly cause some headaches and necessitate lots of collaboration across the industry, the panelists are optimistic that these changes will be good in the long run.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Ultimately, data privacy is at the core of these changes and this evolution, so what I think we all hope to see is that not all of this change is negative&#8230;Hopefully it will serve as a catalyst for positive changes across the industry.\u201d &#8211; Greg Campbell. <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>He also noted that first-party data has always been and will continue to be the most valuable for marketers, and that isn\u2019t going anywhere. So publishers that have robust first-party data sets will be relied on by advertisers more and more. It\u2019s going to be the businesses and publishers who don\u2019t have a strong logged-in user base that hurt the most.&nbsp;<\/p>\n<p>&nbsp;\u201cI feel that the industry has gotten really complacent working off of cookies \u2013 which were invented in the 90s by Netscape,\u201d Tori Shulman said. \u201cI\u2019m hoping that the solution is something that is cleaner, more stream-lined, and puts consumer privacy at the forefront.\u201d&nbsp;&nbsp; <\/p>\n<p>Tori and Greg agreed that there will likely be an uptick on the use of channels that don\u2019t rely on cookies, like CTT and OTT, and the most significant disruption will likely be to measurement and attribution efforts.&nbsp;&nbsp; <\/p>\n<p>For brands looking to their agency to help them get through this transition, Tori suggests they ask them for the agency\u2019s point of view in what solutions they might have already; what percent of the current media spend is relying on third-party cookies; and if they are keeping a pulse on replacement solutions.&nbsp;&nbsp; <\/p>\n<p>On the agency side, Greg emphasized that agencies are looking for their partners to be as transparent as possible with them and share how involved the company is working with a broader industry approach.&nbsp;&nbsp; <\/p>\n<p>The biggest takeaway from the conversation is that the best way forward will be an ongoing conversation and growing dialogue, as Google still holds the cards in the \u201cprivacy sandbox\u201d. In an ideal scenario, an industry-wide common identifier would be agreed upon.&nbsp; <\/p>\n<p><strong>What do you think the future holds? Tweet us @MITX with your predictions!<\/strong> <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>&nbsp;<\/p>\n<figure><\/figure>\n<figure><img decoding=\"async\" class=\"alignnone wp-image-24854 size-full lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends.png\" alt=\"\" width=\"1559\" height=\"650\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends.png 1559w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends-300x125.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends-1024x427.png 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends-150x63.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends-768x320.png 768w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/digital-marketing-trends-1536x640.png 1536w\" data-sizes=\"(max-width: 1559px) 100vw, 1559px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1559px; --smush-placeholder-aspect-ratio: 1559\/650;\" \/><\/figure>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3>COVID-19 has accelerated recent digital marketing trends<\/h3>\n<p>It\u2019s no surprise that the hunger for digital content has been steadily on the rise, and the current ecosystem has only bolstered that. During the <strong>\u201cHow Digital Marketing Will Change Post COVID-19?<\/strong> panel, experts shared examples of how businesses are already shifting how they\u2019re reaching and engaging with consumers, and how these changes will likely persist.<\/p>\n<p>\u201cWe\u2019ve constantly been telling our clients that artists creating their own content and user-generated stuff tends to perform best on social already. The situation we\u2019ve found ourselves in now has helped accelerate some things for the better,\u201d said <strong>Jason Carrasco<\/strong>, VP, Media at <a href=\"http:\/\/www.guptamedia.com\">Gupta Media<\/a>, who works with many music artists.<\/p>\n<p>Social distancing measures and the resulting sports standstill has also forced the NFL to think creatively and show another side of the players as they create engaging content from their homes.<\/p>\n<p>\u201cIt\u2019s been a unique situation for us&#8230;and we\u2019ve had to be careful about our tone and messaging.\u201d said <strong>Dave Bolger<\/strong>, VP, Consumer Media, at the <a href=\"http:\/\/www.nfl.com\">National Football League<\/a>.<\/p>\n<p>\u201cWe recognized early on that while we need to be mindful of what\u2019s going on, there are folks in need of a distraction.\u201d<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><iframe width='640' height='360' src='1-Bbj10hTbY'><\/iframe><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>To maintain engagement with their audiences, brands and marketers now must grapple with ways to leverage user-generated content from people\u2019s homes or re-use content that feeds off people\u2019s nostalgia for shared memories and experiences. One of Gupta Media\u2019s clients, Boston Calling (a music festival originally scheduled for the end of May), is going to start doing a retrospective from past festivals, Jason shared.&nbsp;&nbsp;<\/p>\n<p>Another big trend emerging is the shift to using more data and having more informed campaigns, said&nbsp;<strong>Mike Flanagan<\/strong>, Director of Advanced Platform Solutions at&nbsp;<strong><a href=http:\/\/www.effectv.com\/>Effectv<\/a><\/strong>&nbsp;(formerly Comcast Spotlight). \u201cMarketers are going to have to be more efficient after this since everyone\u2019s taking an economic hit.\u201d&nbsp;&nbsp; <\/p>\n<p>One thing that is still as important as ever to brand marketers, is a customer\u2019s experience. \u201cNo matter what happens, any interaction with a brand has an impact on loyalty,\u201d said Dave. Ultimately, \u201cthose brands that have been able to pivot in a seamless way are going to win.\u201d&nbsp;&nbsp; <\/p>\n<p><strong>If you attended the summit and would like to contribute your thoughts as a blog for us, email us&nbsp;<a href=mailto:info@mitx.org>here<\/a>. If you\u2019re interested in attending future MITX events, head to&nbsp;<a href=http:\/\/www.mitx.org\/>mitx.org<\/a>&nbsp;to see what\u2019s on the horizon.&nbsp;&nbsp;<\/strong> <\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>Lauren Cohen<\/p>\n<p>Director of Marketing<\/p>\n<p><a href='mailto:marketing@bostonchamber.com'>marketing@bostonchamber.com<\/a><\/br><a href='tel:617-557-7354'>617-557-7354<\/a><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":25690,"parent":0,"menu_order":0,"template":"","meta":{"content-type":"","inline_featured_image":false},"tags":[72,67,71],"class_list":["post-19466","thought-leadership","type-thought-leadership","status-publish","has-post-thumbnail","hentry","tag-advertising","tag-bima","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Insights from the 2020 FutureX Summit: What Marketers Should Take Away<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bostonchamber.com\/thought-leadership\/insights-from-the-2020-futurex-summit-what-marketers-should-take-away\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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