Rethinking lower-funnel tactics for brand marketing; Amazon’s new chatbot

Plus: DoorDash, Taco Bell share 4 ways to build and retain brand loyalty [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis NOVEMBER 29, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling As of this morning, [Spotify Wrapped]( is back to let listeners know just how many times they listened to that one song while they were “going through it.” Apple Music also launched [a competitor called Replay](, if that’s where you tune in. Our top artists on the newsletter team? Taylor Swift, Ethel Cain, Sufjan Stevens, and Ghost Funk Orchestra. Was this email forwarded to you? Sign up [here](. TOP STORY [Rethinking lower-funnel tactics for brand marketing]( With the rise of digital ad channels like connected TV and retail media, there’s a lot of emphasis on [making every ad and consumer touchpoint shoppable](. Ad formats with direct calls to action help drive conversions and increase ROI. But brand equity can get left out of the conversation when we focus on performance marketing in isolation. Every ad should perform and provide some sort of measurable impact, but each ad is also vital for telling a brand’s story, even at the bottom of the funnel where marketers are more focused on driving conversions. Here are three areas where brand marketing is sometimes forgotten, and how advertisers should rethink their approach. [Keep reading]( NEWS AND VIEWS [Amazon unveils Q, an AI-powered chatbot for businesses]( Our view: Amazon’s creation of a ChatGPT rival is unsurprising, considering the buzz generated by OpenAI’s chatbot. The chatbot is aimed at helping businesses. We’ll be watching to see how Amazon’s generative AI ambitions impact advertising. [Google search ads spotted in compromising placements]( Our view: Ads shown next to illegal or pornographic content represent a danger to brand safety. Google has denied the accusations by report publisher Adalytics. [Walmart links holiday-centric rom-coms and social commerce in its new shoppable series]( Our view: There’s a flood of interest in shoppable media among major streamers, connected TV manufacturers, and streamers. The number of US shoppable media buyers is expected to jump 5.7% this year to 94.2 million, according to our forecast. ANALYSIS [DoorDash, Taco Bell share 4 ways to build and retain brand loyalty]( “Loyalty is the end goal. You don’t get there today. You have to earn it,” Kofi Amoo-Gottfried, CMO of DoorDash, said during a session at Advertising Week New York 2023. To build loyalty, brands first need to establish a foundation of trust by delivering on the basics. From there, brands can use subscription programs to ramp up purchase frequency and social media to engage with brand advocates. But to keep customers coming back, brands need to be constantly optimizing. Here’s some advice from executives at DoorDash and Taco Bell on how to build brand loyalty and what it takes to retain a loyal customer base. [Keep reading]( THINGS TO KNOW 💸 [Microsoft Advertising launches new tool for enhanced ad revenue analytics]( 🤖 [OpenAI unlikely to offer board seat to Microsoft, other investors]( 🔎 [How to find high-potential keywords for SEO]( 🎶 [Taylor Swift, Miley Cyrus lead Spotify Wrapped 2023]( 🎭 [When the makers of Pokémon Go and Sleep No More tried to reinvent theater]( PODCAST [Behind the Numbers: Reimagining Retail]( The changing ways Gen Zers are shopping and 3 campaigns that really worked with them. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](InsiderIntelligence), or wherever you listen to podcasts. [Follow us on Instagram.Â]( [Listen in]( THE BIG QUESTION Worldwide win: Google just released which not-so-serious top-level domain? A) .meme B) .slay C) .rad D) .sizzle [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](