The Association of National Advertisers is demonstrating its support for the Ad Council's #AloneTogether pandemic messaging by adding white space between the letters of its trademark acronym. In one PSA, the ANA acronym visually morphs from old to new style.
Understanding seismic shifts in newsroom operations due to the coronavirus pandemic can play an important role in maintaining key relationships with journalists, writes MediaSource President Lisa Arledge Powell. In order to remain a valued source and even create new opportunities, she suggests communication executives become familiar with "new production norms," share upbeat stories and be helpful with pertinent coronavirus info, and, most importantly, "[continue being a credible and reliable resource."
Search marketers talk in this video about business-to-business strategies during the coronavirus pandemic and the trends they're already seeing emerge from the crisis. "You can provide meaningful content and value to people, particularly during this time of extreme need," says Clix Marketing's Michelle Morgan, while AdAlysis' Brad Geddes notes, "A true trend is companies that had good data organization before are doing better than those that didn't."
LinkedIn released an infographic that displays how content and engagement trends have shifted during the coronavirus pandemic. Insights include #coronavirus was the top trending hashtag during March, whereas in January and February it was #marketing, 33% of posts are related to the pandemic and remote working searches have tripled.
The Association of National Advertisers published a 31-page guide to help marketers navigate potential legal issues when addressing the coronavirus, spanning topics such as agency contracts, sponsorship and events, and commercial production. "Questions regarding legal issues are among our members' key concerns at this time, and this wide-ranging, all-inclusive guide provides many of the answers they are looking for," says ANA CEO Bob Liodice.
Jessica Burns, Grubhub's brand and creative vice president, says she is excited to see "more brands embrace the fact that they can be a source for good and growth," and that Grubhub is doing its part with its Donate the Change program, which enables customers to donate to nonprofits. In this interview, Burns discusses the brand's marketing pivot during the coronavirus pandemic, the value of gaming partnerships and the need for data-driven creativity.
Anheuser-Busch is responding to the coronavirus pandemic by shifting its focus to "take care of our people, make sure we can drive normalcy for our consumers" and ensuring "we will come up with tangible initiatives that will add value to society," says Marcel Marcondes, US CMO. This shift includes refraining from advertising alongside TV news programming and utilizing digital ad keyword block lists to make sure the company is only adding value to people's lives.
Smaller, newer and more vulnerable businesses that are able to forge relationships with customers during the coronavirus pandemic will need to take steps to continue on that path after the illness subsides, write Ted Waldron and James Wetherbe. They contend the key will be following the "HEART" framework, which includes humanizing the company, assuring stability by communicating changes, revolutionizing offerings and tackling the future.
A Gartner survey of 176 marketing executives reveals 65% are preparing for budget cuts and 34% expect a dip in business operations. Gartner suggests marketers form a "tiger team" with a plan to continue working with minimal disruptions should cost-cutting occur.
The tone and content of messaging is more important than ever given the heightened sensitiveness caused by the coronavirus pandemic, writes Virginia Scripps, Press Kitchen CEO. She suggests PR professionals refrain from messaging that portends things are OK or normal, avoid claims of being an expert, keep communications factual and reevaluate scheduled social posts to ensure they're "appropriate to share in the light of current circumstances."
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