Marketing SITREP #05

Marketing SITREP #05

Recent shifts in digital marketing strategies are redefining industry norms, with brands reevaluating platform dependencies and corporate policies.

TL;DR: Google refines website performance metrics | Lush Cosmetics reduces reliance on major social platforms | Apple and John Deere uphold DEI initiatives amid industry pullbacks

Google refines website performance metrics

URL: https://uxify.com/blog/post/crux-update-feb-2025

Publisher: Uxify (02/13/2025)

Overview: Google's latest CrUX update offers detailed insights into website speed, enhancing SEO and user engagement.

Key Points:

1. Enhanced LCP Analysis: The update breaks down Largest Contentful Paint (LCP) into subparts, identifying specific load delays.
2. Resource Type Categorization: Differentiates between text and image resources affecting LCP, aiding targeted optimizations.
3. Network Performance Metrics: Introduces Round Trip Time (RTT) analysis to assess network conditions' impact on site performance.

My POV: Google's refined metrics empower marketers to pinpoint and address precise performance bottlenecks, leading to improved SEO and user satisfaction.

Recommended Action: See if the updated CrUX tools help you analyze your website's performance, focusing on the newly detailed LCP subparts and RTT metrics to enhance load times and user experience.

Lush Cosmetics reduces reliance on major social platforms

URL: https://www.marketingbrew.com/stories/2025/02/24/lush-anti-social-media-strategy

Publisher: Marketing Brew (02/24/2025)

Overview: Lush Cosmetics continues its "anti-social" policy, minimizing presence on major social media platforms.

Key Points:

1. Strategic Withdrawal: Since 2021, Lush has ceased posting on platforms like Instagram, Facebook, TikTok, and Snapchat.
2. Focus on Owned Channels: The brand emphasizes its newsletter and shopping app, boasting over 6 million email subscribers and 1.75 million app users.
3. Selective Platform Use: Maintains activity on YouTube, LinkedIn, and Pinterest, viewing them as distinct from traditional social media.

My POV: Lush's strategy highlights a growing trend where brands prioritize owned media and direct customer engagement over traditional social platforms.?

Recommended Action: Evaluate your brand's reliance on social media; consider strengthening owned channels to foster direct and authentic customer relationships. Run some tests to see what the incremental impact is on this approach.

Apple and John Deere uphold DEI initiatives amid industry pullbacks

URL: https://www.marketingbrew.com/stories/2025/02/27/apple-and-john-deere-reject-anti-dei-proposals-amid-corporate-walkbacks

Publisher: Marketing Brew (02/27/2025)

Overview: Despite industry trends, Apple and John Deere shareholders reject proposals to eliminate DEI programs.

Key Points:

1. Shareholder Decisions: Both companies' shareholders voted against anti-DEI proposals from conservative groups.
2. Industry Contrast: Other corporations, such as Paramount and Pepsi, have recently scaled back their DEI efforts.
3. Political Climate Influence: These decisions occur amidst executive orders aiming to curtail federal support for DEI programs.

My POV: Apple and John Deere's commitment to DEI initiatives underscores the importance of diversity in corporate strategy, even as some peers retreat under political pressure. Who is buying your product and how will they feel about your DEI initiatives??

Recommended Action: If you’re trying to attract people who care about social justice and equality, keep on keeping on re: your DEI efforts. If you’re trying to attract people who are going to be offended by social justice and equality, don’t.

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