Posts made in November, 2020

on Nov 12, 2020

By Shawn Lim Chinese e-commerce giant Alibaba has reported that its first Covid-19 era Singles’ Day generated RMB498.2 billion (US$74.1 billion) in gross merchandise volume (GMV) from November 1 to 11. This an increase of 26% compared to the same timeframe in 2019. Alibaba said over 470 brands achieved more than RMB100 million in GMV and handled 583,000 orders per second during the peak of activity. Apple, L’Oréal, Haier, Estée Lauder, Nike, Huawei, Midea, Lancôme, Xiaomi and Adidas were among the brands that exceeded the RMB100 million mark. To hear more about how the shopping day started, tune into this free session with Read full story › Source: The Drum...

on Nov 11, 2020

By Charlotte McEleny Alibaba’s 11.11 (Double 11) shopping sale is now the world’s biggest shopping event, eclipsing the likes of Black Friday. But how did a day originally designed to celebrate single people become such a global phenomenon? The Drum interviewed Alibaba chief marketing officer (CMO) Chris Tung at The Drum Digital Summit, ahead of the 2020 11.11 shopping day, to understand how marketing drove the success of the day and why innovation and digital are how Alibaba plans to keep the shopping day relevant. Alibaba has retired the ‘Singles Day’ name, rechristening the 11 November shopping bonanza the Read full story › Source: The Drum...

on Nov 10, 2020

By Danielle Gibson 2020 has been an explosive year for content marketing as it proved an indispensable way for many brands to stay connected with their audiences at a time when digital is the only way to speak with them. And so it’s only fair that those who have battled through the last year receive the recognition they deserve, but let’s also look back at some of the best content marketing from the days before the new normal. We are pleased to announce that the 2020 winners of The Drum Awards for Content have been revealed, and that among the victorious brands are Read full story › Source: The Drum...

on Nov 10, 2020

By John McCarthy Mobile carrier firm GiffGaff is urging the public to ‘Check Your Drawers’ this Black Friday, in a unique campaign that actually discourages wasteful consumption. It is looking to get millions thinking more about creating a circular economy in mobiles and serves as a highly unusual message in one of the most hallowed periods of consumer excess. Georgina Bramall, head of brand strategy at GiffGaff, and Nick Wright, managing director of JUMP (Havas Media Group’s content and partnerships division) talked The Drum through why GiffGaff is going against the grain during the most vital point in the e-commerce calendar. To begin, due Read full story › Source: The Drum...

on Nov 10, 2020

By Michael Nutley 4D contextual targeting platform takes online advertising beyond the cookie The third-party cookie has (almost) had its day. Which begs the pretty big question – what will replace it? Since it was first introduced a quarter of a century ago, the simple cookie has helped online advertising capture more than half the world’s ad spend. But increased concern around privacy – as well as the dominance of mobile apps – is bringing the era of the third-party cookie to an end. Firefox and Safari already block them, while Chrome will do so by 2022. But what about the people who spent that Read full story › Source: The Drum...