How to jump in a gap … combine #content with fashion and create a new movement. “Not only do people want to maintain a healthy lifestyle, but they also want to be seen as healthy and active by others. How better to do that than through your clothing?” “The way that people perceive one another is largely tied to their appearance.”
Outdoor Voices built a $100 million company by exploiting a market gap – Jilt
Outdoor Voices entered a crowded athleisure market and succeeded by finding and exploiting a gap in the market, redefining “active living” in the process.
Outdoor Voices — Technical Apparel for Recreation
Outdoor Voices is an active lifestyle brand that believes in freeing fitness from performance and embracing activity with ease, humor, and delight.
The Recreationalist – The Resource for Recreation
Featuring community-focused stories, inspiration, guides, and more, The Recreationalist is the Resource for Recreation.
Impact on marketing post-Corona, 7 non-obvious. From content babies overload to nostalgia to the explosion of innovation.
7 Non-obvious coronavirus implications for marketing | Schaefer Marketing Solutions: We Help Businesses {grow}
Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about. Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about.
‘The traditional way to create content, for instance, is to roll out periodic, one-size-fits-all campaigns that can be modified only to a limited extent. On the other hand, a modern marketing organization has systems that allow for large volumes of messages and content to be constantly created, monitored by performance analytics, and then adjusted as needed.’
‘We estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.’
Source: McKinsey&Company
Modern marketing: What it is, what it isn’t, and how to do it
To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets.
Moving marketing in-house: More control and speed or not worth the hassle? – Digiday
Brands taking marketing in-house has turned into quite the movement over the last year.
Bayer saved at least $10 million after taking programmatic in-house – Digiday
Two years after Bayer began to bring programmatic buying in-house, the pharmaceutical marketer isn’t looking back. After stripping out the GroupM agency…
“reflecting a broader #trend in recent years where more #creative, #social media and #digital marketing operations are shifting away from agencies to #internal teams.”
Report: Why Nike, Mars and others are taking influencer marketing in-house
More brands are shunning third parties and creating internal teams to gain greater control over campaigns and talent, according to Digiday.
“To me, at least, Breaking2 seems to have reached a kind of marketing nirvana, something that brands promise all the time without really delivering — a great story that also happens to be part of an advertising campaign.”
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Nike’s Breaking2 initiative was a crazy physical achievement and a brilliant marketing campaign _ TechCrunch