Tuesday, December 27, 2022

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The Best of BoF: Marketing’s Highs and Lows

BoF is away for its annual break until 3rd January. In the meantime, we invite you to explore highlights of our news and analysis from the year.
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WHAT YOU NEED TO KNOW TODAY: WEDNESDAY, DECEMBER 28, 2022

The BoF Team is taking a well-deserved break. In the meantime, our reporters and editors have selected the best articles we published in 2022 across our core topic areas of expertise. Today, we focus on Marketing and DTC. Look out for our agenda-setting analysis to return on January 3. Happy holidays!

Dear BoF Community,

This year, marketers saw the return of the familiar alongside the push to diversify their channel mixes. As pandemic restrictions eased, experiential marketing returned in full force, as brands were able to capitalise on fashion-favourite events like Coachella and the Met Gala once again. But new hurdles emerged on social media, as advertising rates rose even as platforms like Facebook and Twitter faced revenue declines and layoffs.

It wasn't all bad news online: TikTok's never-ending trend cycle offered inspiration for both products and campaigns. Brands also found success with provocative viral stunts and adopting fashion's favourite new colour, hot pink.

Marketers had new channels and advertising formats to experiment with, as Netflix rolled out advertising for the first time. In the world of influencer marketing, brands found new ambassadors in unexpected places, leaning more heavily on influencers with "day jobs" or who came from previously ignored demographics (or both).

— Diana Pearl, News and Features Editor and Malique Morris, DTC Correspondent

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