DIG IN is StackAdapt’s monthly round-up of hot topics, latest trends and need to know articles for digital media professionals.
As we continue sheltering-at-home and COVID-19 continues to dominate headlines, the news is progressively getting more positive and promising. Despite a downturn, companies, brands and agencies are finding means and ways of getting really creative—which makes for great reads and inspiration. Here are a few:
Don’t think like an advertiser. Wait, what? In order to navigate the new world, you have to first identify the many facets of non-ad value that give a brand its true meaning. Then ask how you can create new customer benefits through brand behaviours, rather than interrupting them with ads. Envisioning such a place—a disruption to our industry—requires us to reframe marketing entirely.
Advertising lives at the top of the customer experience funnel—so it’s important to make and run great advertising. It’s equally important to realize that no matter how high-quality the ads, and how spot-on the messaging is, advertising is only one of several important parts of the customer’s experience journey.
British researcher Peter Field provided an evidence-based analysis of why it’s imperative for brands not to go dark. “Marketing at a time when sales are down can help safeguard brands,” said Field. “Brand-building is not all about now,” he said, “it’s about ensuring that next year’s sales targets are easier to achieve than this year’s.”
Consumers are ahead of advertisers right now. While consumers look forward, most messaging looks back. There are actually four phases that your brand can be in. Most brands are in phase one or two, but most consumers are securely in phase three, with some even moving to phase four. Check your media and messaging mix against what consumers actually want right now.
Over the past few weeks, the marketing community has rallied around the importance of empathy, optimism and humanity. From how to talk to your CFO to scenario planning for the future, four marketing leaders offer steadfast advice on leading through this crisis, while looking ahead to what’s next.
We hope you find these posts insightful! See you next month.