Assignment

Jun 07, 2024

ClickZ Digest

WHAT WE ARE READING

MARKETING DIVE

Pepsi CMO Todd Kaplan Departs as Cola Wars Heat Up

Pepsi CMO Todd Kaplan is leaving PepsiCo after nearly two decades to pursue an outside opportunity. Kaplan, who became chief marketer in 2022, played a key role in revitalizing Pepsi's brand, including a major visual overhaul in 2023. His tenure saw the growth of Pepsi Zero Sugar, expansion of the water portfolio, and a shift away from the Super Bowl Halftime Show. PepsiCo praised Kaplan's creativity and impact, noting his contributions during a time of increased competition in the beverage market. Kaplan's departure comes as Pepsi and Coca-Cola intensify their rivalry with new product launches, including zero-sugar options.

SEARCH ENGINE JOURNAL

Bluehost Launches AI WordPress Website Creator

Bluehost launched an AI Website Creator that enables users to quickly create professional websites, an evolution of the click and build website builder that makes it easy for anyone to create a WordPress website and benefit from the power and freedom of the open source community. The importance of what this means for businesses and agencies cannot be overstated because it allows agencies to scale WordPress site creation and puts the ability to create professional WordPress sites within reach of virtually everyone.

MARKETING TECH NEWS

Google Introduces advanced AI Advertising Tools at Marketing Live

Google unveiled advanced AI advertising tools at its annual Marketing Live event in New York. These innovations include a new search ad experience that guides users through complex purchase decisions using additional information provided by the user. Google also introduced brand profiles on search, inspired by Business Profiles on Google Search and Maps. Performance Max campaigns will now allow advertisers to upload brand guidelines for AI-generated asset variations. Additionally, new image editing tools and immersive ad formats like 3D spinning ads and virtual try-on capabilities were announced. These updates aim to enhance user engagement and provide more personalized advertising experiences.

MARKETING BREW

Inside ESPN's Playbook for Marketing Its Sportsbook

ESPN Bet, a new entrant in the sports-betting market, aims to stand out despite competition from established brands like FanDuel and DraftKings. Launched in November by ESPN and Penn Entertainment, the sportsbook's marketing strategy focuses on creating a relatable and inclusive brand platform. The "What a Play" campaign, developed with Arts & Letters Creative Co., features familiar ESPN personalities and aims to resonate with a broad audience. Penn Entertainment tracks the campaign's success through new user sign-ups and engagement metrics. The goal is to integrate sports betting seamlessly into the overall sports fan experience, leveraging ESPN's brand strength.

MARKETING WEEK

Lululemon Admits It Has Work to do on Low Brand Awareness

Lululemon is intensifying its marketing efforts to address low brand awareness outside Canada. CEO Calvin McDonald revealed that unaided brand awareness is in the low-30s globally. The company is investing in marketing, brand building, and technology to boost awareness and customer acquisition. Successful initiatives include new footwear launches and support for Canadian Olympic athletes, which increased product innovation revenue. Chief brand officer Nikki Neuburger's expanded role aims to integrate brand and merchant teams for better decision-making. Lululemon's membership program, with 20 million members, will offer exclusive benefits to drive customer engagement and long-term value. The brand aims to double revenue in five years.

TOP VOICES

INSIGHT FROM SEEMA BHATIA

Transform Your Advertising Strategy: Key Takeaways from Google Marketing Live 2024 for Maximizing ROI and Engagement

Google Marketing Live 2024 introduces AI-powered ads, enhanced Performance Max campaigns, and improved Lookalike segments. New features include visual shopping ads, YouTube Shorts integration, Merchant Center upgrades, profit optimization, and a simplified Google Ads Data Manager. Google Marketing Live 2024 is packed with innovations that make advertising smarter, more visual, and ultimately more effective. Whether you’re looking to optimize for profit, engage with new audiences, or make your ads more visually appealing, there’s something in these updates for everyone.

WHAT WE ARE LISTENING TO

THE DUCT TAPE MARKETING PODCAST

Avoid These Common Pitfalls For a Winning Sales Presentation

In this episode of the Duct Tape Marketing Podcast, I interviewed Terri Sjodin, a seasoned expert in public speaking and sales presentations. As the principal and founder of Sjodin Communications, Sjodin has spent over 25 years coaching Fortune 500 companies, industry associations, and even members of Congress on how to refine their presentation skills. During our conversation, we broke down the top three points in her latest book, "Presentation Ready," which identifies and addresses the most common mistakes made in sales presentations. Sjodin’s research-backed insights aim to help professionals elevate their presentation game, ensuring they engage their audience and drive conversions effectively.

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