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Coffee Break is a daily digest curated by me, Aliyar, to challenge your thinking and broaden your perspective.

These hand-picked articles cover everything from emerging trends in marketing, consumer behaviour, retail, public policy, strategy and technology.

Why hotel brands are joining the in-housing trend in 2021

“'The business moves too quickly and the complexity of the business is such that we need our own in-house capabilities,' said Mark Weinstein, Hilton’s svp and global head of marketing and loyalty. 'This moment reminded us is that it probably is less important to have agencies on retainers for everything, and more important to have stable, specialized capabilities that are ready to go that know us and we know them.'”

Continue reading //Adweek

Buyers expect Google to follow Apple’s lead and kill support for mobile ad identifiers

"During the entire Covid-19 pandemic, it’s just been bubbling underneath, and in my opinion we still haven’t gotten the results that we want. There’s a lot of companies that were going to require it a lot sooner. It’s kind of scary to think that some of these things haven’t been thought out."

Continue reading //Adweek

Why 2020 was a pivotal, contradictory year for facial recognition

"The events in Detroit exemplify our complicated relationship with facial recognition right now. Its use is growing, and in some fields the technology has become integral. In others, such as retail, facial recognition is starting to be rolled out with high hopes for the future. Many technology providers are betting that the public will get increasingly comfortable with the use of biometrics, and soon it will be an organic part of digital life: Apple has bet heavily on it, and now millions of people use its Face ID system to unlock their iPhones every day."
Continue reading //MIT Technology Review

Leading with crisis as your copilot

"In this wholly new condition, those organizational phenomena that some have mistakenly assigned to success during the COVID-19 crisis may indeed become difference makers. We will be steering our companies through unknown after unknown. It will sometimes feel like all we have to rely on is trust in our people and their trust in us. So those capabilities and characteristics that I dismissed as less important for overall success in 2020? They will prove crucial in 2021 and for many years to come. Resiliency, character, and engagement will all matter more than ever. Throw in courage, cleverness, caring, a commitment to justice for all people, and an eagerness to engage with the unclear and indefinite and then, folks, we’ll be getting somewhere."
Continue reading //MIT Sloan Management Review

What Roles Will Be Most—and Least—In-Demand at Agencies in 2021?

“'Tools and platforms make some of the manual labor of production redundant,' he explained, noting that production jobs are expected to decrease 15% at large creative agencies by 2023, according to Forrester’s forecasts."  
Continue reading //Adweek

Facebook IQ sees potential staying power for pandemic-induced behavior shifts

“'In this time, people are prioritizing what matters most, be it community or time spent outdoors,' Facebook IQ said in its introduction to the report. 'They’re caring for themselves and each other more intentionally and getting crafty with limited resources. Digital mediums are helping people connect in new ways, accelerating the adoption of nascent technologies in new markets. While the pandemic will eventually pass, many of these trends may prove to be fundamental shifts as people discover new and more authentic ways of being.'”

Continue reading //Adweek

Five marketing truths for the 2021 marketing playbook

"As the world toggles between relaxing and reinforcing pandemic-induced restrictions, businesses and consumers have been co-creating the next normal. The great flight to digital, emergence of the home as the multifunctional hub and overall focus on value and humanization of experience, which characterizes our altered reality today, will likely influence our choices and behaviour long after the pandemic has been tamed. Marketers will need to think hard and also differently about what consumers – both individuals and business buyers – will need and best respond to in the months ahead. It’ll take, I believe, a smart combination of some meaningful acceleration of ‘marketing truths’ that have stood the test of time, along with a healthy dose of resourcefulness."
Continue reading //The Drum

How 2020 cancelled the concept store 

"It’s not hard to see why the spread of a not-yet-curable disease would make the store-as-cultural-hub less appealing. But with fashion shoppers looking to their phones for inspiration and discovery, stores are now upping their game in other ways, focusing instead on ways they can deepen the relationships they have with their customers.

'If you’re going to leave your house and you’re going to go to a store, it’s about your experience, the customer service and being treated like a queen,' said Stacy Igel, founder and creative director of contemporary streetwear brand Boy Meets Girl, agreed. Since 2001, she’s sold her brand in retailers from Colette to Macy’s.

Igel said the Colette model of offering constant newness is what shoppers want in a physical shopping experience, but moving forward, they’re going to get it from pop-ups rather than look for it in permanent stores."

Continue reading //Digiday

How Walmart became an integral part of the DTC playbook

"Instead of thinking of mass distribution as something that made a brand less unique, big-box stores are now seen as one of the most important ways to meet customers where they are. That’s exactly what brands like Modern Fertility leaned into. For the reproductive health brand, the partnership is part of its overall mission to be more accessible. As Walmart continues to embrace digitally native startups, Afton concluded, consumers are able to walk into their local location and 'see brands that resonate with them.'”
Continue reading //Digiday

2020 was a defining year for cannabis: What comes next?

"More than 57 million Americans have filed for unemployment since March. While the financial and employment opportunities around cannabis are not a silver bullet, they’re certainly not something we should ignore.

Legal cannabis sales reached nearly $20 billion this past year and are expected to top $40 billion annually within the next four years. As the industry continues to grow, companies are hiring to keep pace. The legal cannabis market supports 243,700 full-time-equivalent American jobs, which are set to multiply by 250% between 2018 and 2028. This makes the cannabis industry America’s largest source for new jobs."

Continue reading //TechCrunch
Coffee Break is a personal project that I started to learn something new every day by reading quality articles on emerging trends in marketing and technology. Every day I curate my daily top 10 articles and share them in this newsletter.
 
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Thank you for reading,
Aliyar
Had so many coffee breaks you can't remember why I'm sending you these emails? You're receiving these email because you opted in (on my website aliyarhussain.com) to catch up on the most relevant developments in marketing and tech. That was a good move, but if you want to take a bad turn down a dark alley, you can easily update your preferences using the links below. | Aliyar Hussain, Rysäkuja 3 a 5, Helsinki 00980, Finland

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