Digital Millennial Opps: NFM Lending promotes marketing leader (Score 43)
Sales lead: This promotion may lead to spend shifts & agency hires. .png)
- NFM Lending promoted Laura Clapper to CMO, effective July 2023.
- Clapper joined the company in 2020 as digital strategy VP.
- Prior to that, she served as digital marketing VP of Planet Home Lending.
Target demographic: Millennials
The company will likely:
- Continue increasing digital spend
- Diversify ad placement
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: NFM spent around $27.4k on digital display ads YTD, a significant increase from $3.4k spent in this channel during the same time period of 2022.
- YTD data: 8.8m impressions via desktop display.
- 2021-2022 spend: Full-year spend fell by 33% from $5.1k in 2021 to $3.4k in 2022.
- Ad location: It placed 100% of these ads indirectly through Display & Video 360 onto sites such as redfin.com and msn.com.
Agency analysis:
- Opportunity: Contact the recently promoted CMO now to see if you can pick up some of its business.
- We have not confirmed any current agency relationships for this company.
Insight Sources: Digital spend insights estimated by Pathmatics.
