Most marketers are challenged with shifting responsibilities, budget cuts, executing campaigns and content messaging and tone, amid the coronavirus pandemic, according to a study conducted by LinkedIn and Vision Critical. The pandemic has caused either "some" or a "major" impact on pausing or pivoting strategies, say 85% of the 450 respondents. The most common strategy mix shifts include more webinars, organic social, online videos and paid social.
Jonathan Crowl outlines the top four traits exhibited by the most effective content strategies, such as creating audience-focused content based on data-driven personas. Quality content that offers a point of view, reflects brand tone and provides value to prospects is also key, he writes.
RollWorks released a new Sales Insights tool, which monitors intent signals such as click-thrus and website engagement and provides daily email and Salesforce alerts. The solution is designed to give business-to-business marketers "timely, relevant and actionable information for more efficient sales outreach to the accounts that matter," says RollWorks President Robin Bordoli.
General Mills is participating in the #StopHateforProfit campaign boycott of Facebook and Instagram advertising and is partnering with software firm Zyper to build a group of its top Betty Crocker and Fiber One brand loyalists in Australia, the Middle East and UK. Fans will be identified using natural language processing and predictive analytics and will be invited into a program with perks such as personalized swag and event access.
Some 73% of marketing executives polled by the Gartner Group expect the pandemic's negative impact to be temporary and 68% plan to increase technology spend over the next year. The survey also revealed that marketers are prioritizing strategy over analytics and personalization technology for the first time.
Brands are evolving amid the coronavirus pandemic, and calls for racial equality are prompting businesses to evaluate their purpose amid watchful consumers, writes Doug Zanger. He highlights a recent Adweek survey that reveals brand vanguards such as Nike and Ben & Jerry's and laggards such as the NFL.
BET Networks Chief Marketing Officer Kim Paige doesn't see multicultural marketing as a category of marketing, but integral to its success. She says, "I believe that once we can look at each other through a human lens and recognize that the view doesn't have to be in conflict with the business side of things, that's when you see a business take off and do incredibly well."
The Vie "Chip Shot Challenge" is a fun and easy way for golfers of any age and skill level to raise money for the PGA of America's Golf Emergency Relief Fund, providing financial assistance to thousands of golf industry workers affected by COVID-19. Participants can win a grand prize of a private dinner and a round of golf with PGA legend Jim Furyk at TPC Sawgrass in Florida. Details here.
Tuesday meetings between Facebook executives and marketers seems to have had little effect in stemming an ad boycott among more than 400 brands, which were promoted by US civil rights groups' "Stop Hate for Profit" campaign, write Reuters' Sheila Dang and Katie Paul. Some marketers say tensions have been mounting with the Cambridge Analytica scandal and admitted overestimated metrics, while Facebook executives contend they've taken steps to remediate past platform issues, write The Wall Street Journal's Sahil Patel and Nat Ives.
Driven by consumers being stuck at home because of the coronavirus, first-time installations of apps totaled 71.5 billion during the first half of 2020, a 26.1% increase over 2019, Sensor Tower reports. The increase in mobile app installs drove e-commerce spending up 23.4% to $50.1 billion globally.
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