Inside Marketing - October 25th, 2019

Inside Marketing (Oct 25th, 2019)

Must-Listen Podcasts / Value Marketing / Lessons From Video Games

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1. Allergan's content marketing strategy is raising some ethical red flags. Last year, the pharmaceutical company launched Spotlyte, a lifestyle site that covers skincare and cosmetic treatments like injectables and fillers. The company also manufactures products like Botox, Juvéderm, and Cool-Sculpting, none of which are mentioned on the site by name (per federal regulations that restrict pharmaceutical marketing), but the site still encourages procedures like “injectable wrinkle reducers" without disclosing that it's a product of the company that makes the most popular "wrinkle reducer" on the market. - BUSINESS OF FASHION

2. What's New In Publishing has assembled a list of must-listen marketing podcasts. The 12 episode list covers the gamut in terms of content creation, strategy, and distribution focus, and includes shows like "Masters of Scale"'s interview with Netflix's Reid Hoffman; an episode of "The Modern Marketing Engine" that provides a case study on a unique coloring book; and a "SkillUp" episode that debunks some of the most pervasive myths about SEO. - WHAT'S NEW IN PUBLISHING

3. Marketers should play more video games. Set Creative strategist Stefan Tauber says that games like Fortnite employ strategies and tactics that are applicable to marketing practices, and that by spending more time at play, marketers might get better at work. For example, the “open-world" allowed in some games might free marketers' minds to allow non-linear messaging ideas, the ongoing reinvention of gaming environments might be applied to customer experience marketing, and the reward model found in most games could be used to build audience loyalty. - MARKETING LAND

4. Departing Dunkin' CMO Tony Weisman says marketers need to remember that a lot of their audience is struggling to get by. He says "44 percent of Americans could not put $400 together if they had to,” and adds that marketers forget that there are "a huge number of Americans who are starving, struggling, figuring out whether to pay their gas bill this week or eat." That income gap between the country's haves and have nots suggests that savvy marketers should pursue campaigns that focus on value, even if that's less fun than wildly creative efforts. “It is a huge challenge, and for a lot of us in the industry, it's frustrating," he says. "It's not what we all came to do. None of us wanted to figure out the next two-for-two, mix-and-match, value gets a little repetitive. But, if you're good at it, it makes a real difference to traffic.” - THE DRUM

5. REI is upping the ante with this year's #OptOutside marketing campaign. It's the fifth year that the company will close on Black Friday and encourage its 13,000 employees to head outdoors. This year REI is also pushing its 18 million members to participate in a "nationwide clean-up effort" and sign up for a yearlong sustainability "action plan." The annual campaign is "our biggest megaphone," CCO Ben Steele says. "We as an organization and as a brand have...gotten the attention of the industry, gotten the attention of the consumer, gotten the attention of our membership, by being willing to do something different on that day and something hard for a lot of businesses." - RETAIL DIVE

6. Gap's new holiday campaign won't appear on television. The push, which is its first under new CMO Alegra O’Hare, "is pursuing a more emotional marketing tone," with a campaign that will be found on the company's social channels and YouTube. CEO Art Peck said in a recent earnings call that the strategy is an effort to improve "marketing effectiveness” with more “measured investment.” - AD AGE

7. Nine CMOs have lost or swapped their jobs in recent months. In addition to Tony Weisman's departure from Dunkin', we've seen Marisa Thalberg leave Taco Bell, Silvia Lagnado leave McDonald's, Alison Lewis leave Johnson & Johnson, and several more. The turnover suggests that "the CMO job has become a marketing job, a brand strategy job, a chief digital officer job and an innovation job," says Allen Adamson, co-founder and managing partner at Metaforce. "It's really hard to juggle all of those." - MARKETING DIVE

8. The vegan lifestyle needs a marketing makeover, argues VeganNation CEO Isaac Thomas. People are more interested in the practice than ever, Thomas says, thanks to the preponderance of plant-promoting content on streaming platforms. However, "vegans constantly find themselves being ridiculed over their choices, and the bad guys who exploit animals and ruin the environment go unnoticed," a situation that suggests that a more coordinated promotional push is necessary. - AD WEEK

9. Shefit is looking for a social media manager. The sports bra company will assist in relocation expenses to its Hudsonville, Michigan, HQ, and seeks a candidate with "exceptional experience with consumer market and competitive research and analysis." In the role, you'd "manage and oversee social media content" for the company and "work with copywriters and designers to ensure content is informative and appealing." - AMA

10. The American Dental Association is looking for a Digital Marketing Specialist. The position is based in Chicago and involves promotion of the organization's "research, education, advocacy, [and] public awareness" efforts. Qualified candidates will have "Google Analytics certification and/or HubSpot certification" as well as at least three years of multichannel marketing experience. - ULTIPRO

Eve Batey is a writer, editor, and consultant based in San Francisco. She also owns a store and writes about the business of true crime. You can find her on Instagram at @evelb or via email at

Editor: Kim Lyons (Pittsburgh-based journalist and managing editor at Inside).

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