The Marketplace Continues To Evolve
- 82% of consumers want Brands' values to align with their own
- Digital spend increased 48% over the last 3 years requiring more resource to support
- Shoppers continue to prioritize convenience
- 77% of CMOs feel under pressure to prove their campaigns are delivering enhanced short term return on investments.
These shifts are causing a multitude of challenges for marketers as they strive to maintain and grow sales with customers.
The following topics and latest trending solutions are important considerations as you start to think future-forward.
AI tech and marketing application
With the advancement of AI development at warp speed, how can you ensure you are taking advantage of technology, processes and talent that will increase performance with greater efficiencies?
We have access to the only comprehensive AI tech stack that fuels end-to-end digital marketing. A centralized data platform interconnects the solution components:
- Scenario planning and forecasting
- Implementation with data hygiene and governance
- Evaluate performance and optimize with machine learning cross channel
- Generative Creative AI
Integrated retail media and shopper marketing
If you are a CPG, you know the power of working closely with retail media partners (Amazon, Insta, Walmart, Kroger, etc). However, because each partner provides different offerings, tracks inconsistently and requires hands on management, it is challenging to get the most return with efficiencies at scale.
Upstream identifies people, process and platform solutions to streamline across partners and connect with upper funnel branding initiatives.
Audience Strategy & Activation
With the increasing shift of digital media consumption, we have access to expansive data, behavior signals and triggers, content consumption, their interests and purchase habits. All of which can help Brands better engage with their customers.
Upstream provides guidance and support on data strategy, technology solutions, segmentation and marketing /media strategies to make every dollar work harder to drive sales / return.
DEI
Diversity, equity and inclusion are critical in marketing. It's not only important for your audiences to discover that your Brand aligns with their values but it is also good for business. The LatinX population will be the new majority by 2050 and currently is equivalent to the fifth largest GDP. in the world.
Upstream helps Brands take a multicultural approach to communications as well as committing to responsible investment which help diverse owned businesses grow.
Sustainability
The digital ecosystem currently makes up the fastest growing source of greenhouse gas emissions. With Digital advertising growth powering an increase in CTV, eCommerce, DOOH, and data proliferation, the carbon cost has become impossible to ignore.
How can you enhance your efforts around being environmentally and socially responsible. Upstream considers everything from ad production, media and ad format plans, tagging and tracking tactics and data storage / utilization. We also understand the importance of publicizing these efforts authentically.