Matt VanDyke, Ford Motor's US director of marketing, and his team have employed agile practices in the wake of the coronavirus pandemic by quickly changing ads to focus on consumer-friendly financing and calling on consumers to support charitable partners. "Right now we're still in that initial crisis phase where we want to make sure we're helping anywhere we can, we're being reassuring, we're empathetic, and we're telling the story of what the company is doing," VanDyke said.
Multicultural marketing agency IW Group tapped into Asian American influencers who have experienced harassment and hate incidents during the coronavirus crisis to create a campaign called "#WashTheHate." No brands are tied to the social campaign that includes actors Celia Au and Tzi Ma, and IW Group's Telly Wong decided to skip sponsorship to speed the process, saying: "This is such a politically charged topic. That's one of the reasons we decided, 'Hey, let's just go out and do something.'"
YouTube is readying to launch a short-form video feature, which is expected to emulate TikTok. Shorts will be offered within YouTube's app and enable users to utilize the platform's licensed music library to create and upload videos.
Gartner's Augie Ray advises chief marketing officers to take four actions immediately to safeguard businesses during the coronavirus pandemic, including embedding agility within contingency plans and employing social listening and other tactics to understand the unique challenges customers are facing. Restructure marketing teams as necessary and use scenario planning to review messaging and media strategy, he recommends.
Marketers must pivot to social and digital experiences that add value during the coronavirus pandemic, Samantha Stark writes. Use influencers to provide at-home solutions for customers, offer innovative ways for people to connect via social and create new live digital experiences, she advises, providing examples from a range of brands.
ActiveCampaign has updated its customer experience platform with tools to help business-to-business sales teams "adapt their approach based on other real-world factors and changing customer needs," says Adam Johnson, vice president of sales. Features include templates that customize campaigns based on the behavior of prospects and sales automations such as website tracking, email marketing, recent purchases and open and click rates.
The Ad Council has been bringing together marketers for more than 70 years to amplify important messaging ranging from World War II efforts, Smokey Bear and the Peace Corps to recent PSAs designed to help thwart the spread of the coronavirus, writes Forbes' Marty Swant. Lisa Sherman, CEO of the Ad Council, said, "When we can collectively bring that much fire power to bear across our industry, we will have a significant impact on this issue and save lives."
Nonprofits that are constantly challenged with finding prospects and encouraging donations may find value in programmatic advertising, which offers a variety of targeting options, writes Melysa Chong. She shares the benefits of using third-party audience targeting with first-party segments, look-alike audiences and ad formats for a variety of media, and notes programmatic advertising can help "[position] consumers to think of the cause like a brand."
The coronavirus is challenging executives in how to respond and engage, and this piece urges leaders to understand needs, embrace strengths and "gut check" decisions surrounding social purpose. "But in this crisis, stakeholder needs are already so acute that the opportunity for businesses to make an indelible mark with human support, empathy, and purpose is greater than it has ever been," write Bill Schaninger, Bruce Simpson, Han Zhang and Chris Zhu.
These two infographics from Pinterest outline statistics about users on the platform and current content trends during the pandemic. Insights include 83% of weekly users have made a purchase due to a branded Pin and users are searching more for content relating to health and wellness, parenting and recipes.
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