Ecommerce-based insert programs continue to see high circulation and continue to run full, while further growth is coming from package insert programs of brick & mortar retailers (e.g., Kohl’s, Barnes & Noble, Bed, Bath & Beyond, Macy’s). Ecommerce Was By Far the Biggest Retail Trend of 2020 (Adweek) Advertisers have been quick to secure space in core programs in CY21. It is imperative to secure space now for ROY, especially in competitive categories such as New Mover and for overweight inserts.
Postal Rate Increases
The Postal Regulatory Commission (PRC) has issued a final order in its Statutory Review of the System for Regulating Rates and Classes for Market Dominant Products – more commonly known as the ten-year review. The Order gives the Postal Service unprecedented authority to substantially increase rates over and above the CPI increase being implemented next week on First-Class Mail, Periodicals, and USPS Marketing Mail, among others. Mailers could see incremental increases of 3% to 7% by this summer. More info on the ruling can be found here: https://www.prc.gov/docs/115/115227/Order%20No.%205763.pdf
The 3 Booming Technologies That Will Push Marketing Forward in 2021
1. Augmented Reality (AR) and 5G
2. Synthetic Media
3. Natural Language Processing
Performance Marketers Need to Watch These 5 Consumer Trends in 2021
1. Health is top of mind.
2. Consumers will always want to look and feel good.
3. Home is where the heart is.
4. Direct shipments and curbside pickup is here to stay.
5. Esports will continue to gain ground.
4 Keys to Effective Performance Marketing in 2021
1. Digital will continue to reign supreme; in 2020, digital channels comprised 80% of marketing budgets.
2. With consumers increasingly working and shopping from home, additional research will be required to track the new user journey across B2B and B2C landscapes.
3. Consumers will demand more from digital experiences and technologies, which could lead to increased costs for marketers.
4. Content marketing across multiple digital channels will be key for brands to create stronger connections with consumers.
How did QR codes go from DOA to killer app?
“Contactless payment, pulling up digital menus, self-serve ordering, touchless shopping and contact-free returns are but a few of the pandemic-era uses for QR codes. The technology has been leveraged by businesses of all sizes, too. Small companies have been using the technology with pop-ups to let customers arrange delivery or pickup for products not available on hand. Big chains like CVS have begun allowing the use of QR codes for payment. In addition to the pandemic placing a premium on fast, touch-free interactions, adoption has also been bolstered by native QR-code scanning capabilities in both Apple and Android phones, so consumers no longer need install a separate app to scan.”
Low on Workers, Manufacturers Recruit Their Executives for the Factory Floor
Manufacturers and warehouses are struggling to keep up with the recent increase in demand, pent up from the earlier economic shut-down. Worker shortages due to a surge in new jobs tied to e-commerce and absences caused by Covid or family obligations have made it difficult to maintain a full workforce, causing companies to pull in executive staff, ask employees to forego vacation, create additional shifts to accommodate working parents and college students’ schedules, and increase wages to lure in workers. Companies such as Newell Brands, Generac, P&G, a Wisconsin cheese maker, and others share insights.
(Source: The Wall Street Journal)