A look at the insights we’re sharing internally this week from various marketing publications.

Booking.com CMO On Brand’s Pivot To Local Sights, And What Comes Next

Campaign Live

After COVID wiped out much of its business and forced it to cut staff by a quarter, Booking.com pivoted its marketing by reminding people that they can travel locally and emphasizing its flexible cancellation policy.

Why it matters: The company surveyed more than 28,000 travelers across 28 marketers to gauge their thoughts about traveling when it’s safe to do so again. Seventy-seven percent of respondents stated that they’d rather go on vacation this year than find true love and nearly 70 percent of Hong Kong travelers said they’ll only travel to countries that have implemented vaccine programs.

Purpose At Work: Lessons From VSP Global On How To Lead With Purpose

Forbes

After months of internal work, optical industry leader VSP Global landed on a new brand purpose: “to empower human potential through sight.” To integrate this purpose in its corporate culture authentically, chief marketing officer Wendy Hauteman says VSP trained leadership and appointed “purpose ambassadors” across the employee ranks.

Why it matters: As Hauteman notes, a McKinsey study showed that 82 percent of employees believe it’s really important for their employer to have a purpose.

TikTok Is Now The Second Most Popular Platform For Influencer Marketing

ION

According to Linqia’s fifth annual ‘The State of Influencer Marketing 2021’ report, 16 percent of marketers planned to use TikTok in their influencer campaigns early last year, while 68 percent plan to use the platform in 2021—a 325 percent jump.

Why it matters: Influencer marketing interest in Twitter and Facebook dipped this year, from 35 to 32 percent for the former and 79 to 68 percent for the latter.

FMCG Ad Spend To Recover After COVID-19 Slump

The Drum

Zenith’s business intelligence report shows that fast-moving consumer goods (FMCG) brands will increase their ad spends by 7 percent a year to 2023. The forecast comes as ad expenditure by FMCG brands plummeted by nearly 11 percent to $26.7 billion in 2020. 

Why it matters: FMCG out-of-home advertising is projected to grow by 9 percent a year from 2020 to 2023, but TV is likely to be the top beneficiary of the rebound given it represented 38.5 percent of FMCG ad spend last year–though still less than digital, which accounts for 46.1 percent of the FMCG ad market. 

The End Of Pandemic Means Major Changes For 3 Mobile App Categories

Marketing Drive

After a year that saw consumers using their mobile devices more often and in more ways than they used to, MOLOCO chief operating officer Brian Yoo believes dating apps will see an influx of organic downloads, the end of lockdown will trigger huge engagement in dining apps and that those who became mobile gamers in lockdowns will remain post-COVID.

Why it matters: Yoo suggests dating app marketers allocate budget for remarketing efforts to entice their most valuable users who may have taken a break during lockdown. In addition, he believes food delivery app volumes will plateau at a much higher level than they were pre-pandemic.