CMO Strategies: Ebay, Hyundai, Duolingo and other advertisers share key tactics for marketing channels

"When we look at the variety of channels, a lot depends on which customer segment we're going after. ... One of our brands might be focused on an older millennial customer while another might be focused on the younger millennial or Gen Z customer. Each of those segments engages with media in a different way, and we have to be thoughtful in terms of where we show up. Where they are and how they engage is the most critical piece." - Joe Milano, svp of digital at luxury fashion holding company Tapestry

"It really is an omnichannel marketplace that requires a holistic understanding of the consumer journey leveraging various sources of data and insights to bring together audience, creative and platform to drive a desired outcome. The good news is, with so much data available there is no shortage of analysis you can do to optimize for your desired outcome; the bad news is, there is so much data, speed and quality of insights has become the new equalizer." - Katie Williams, U.S. CMO at consumer health care company Haleon

"Display is still the easiest channel to buy. We are seeing great responses from social. ... I would also say that it's pretty comparable [to display] as far as the ability to buy. Retail media is, I won't say hard to buy, but we have a lot of different nuances that can complicate it, like managing multiple platforms." - Executive Interviewee.

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