We’ve all heard the maxim, “There’s no such thing as bad publicity.” Anyone who has paid attention to social media over the last decade will realize that this statement is not true. Consumers can be fickle, and all it takes is one instance of poorly crafted messaging to wreak untold havoc on a brand’s reputation.
Seasonal marketing campaigns may look a little different this year. Marketers might find that they need to modify or even totally upend commonly used tactics this holiday season to reach consumers who are in a very different mindset and facing a whole new set of circumstances.
In a devastating pandemic that is affecting nearly every citizen and business, some are struggling more than others. Research shows that there are racial and ethnic disparities among the afflicted, with Black and Hispanic/Latino communities being hit disproportionately harder by Covid-19 than white communities.
Travelers is building its use of influencers — comic book artists, musicians, lifestyle influencers and more — to reach new audiences. And over the last 12 months or so, it has started to use an organic and paid influencer strategy to get the attention of younger audiences.
Pandemic life has boosted social media usage and digital content consumption, traditional advertising is largely either distrusted or skipped altogether by today’s consumers, and more than half of social media users say they find content shared by peers and influencers to be more trustworthy and authentic than branded content.
In the past, a company’s brand image was a lot easier to craft. Brands were more isolated and could count on consumers to buy their products even if they maintained their distance. With the world becoming more connected, brands have had to shift their focus. Today’s consumers, especially the younger ones, are more drawn to brands they can personally identify with.
With social distancing protocols and shelter in place orders part of life these days, businesses have had to become more creative in engaging their audience. Livestreaming sites offer these companies the perfect chance to do so. The sector has seen massive growth between March and April of 2020 because of how many businesses are trying it out as a means of marketing outreach.
The novel coronavirus. National and state lockdowns. Black Lives Matter. Police protests. Corporate diversity (or more often, the lack thereof) landing in the spotlight. Suffice to say that 2020 has been through no shortage of major historic events so far, including a growing demand for brands to do more than offer lip service when it comes to their stance on some of the major issues confronting consumers today.
Social influencers must pass “Go” through the office of Sway, led by Danielle Wiley. She’s brilliant, funny and tough. No one has a lock on social influence like Danielle Wiley. This is a must LISTEN.
It’s not exactly an easy time to be in the business of looking ahead as a marketer, as the ever-changing Covid-19 situation continues to impact consumers and businesses. Challenging as it may be, however, this is when retailers need to start thinking about holiday plans — and preparing for what is likely to be an unusual shopping season.
It’s no secret that influencer marketing has taken the industry by storm. Most brands that want to make a name for themselves on social media have partnered with an influencer that appeals to their goals.
Nine years ago business consultant Jeremiah Owyang was standing at the front of a meeting room on the Avenue des Champs-Élysées in Paris. “You’ve spent millions of dollars on your corporate websites,” he said to the Publicis Groupe advertising executives. “Why are you sending all your customers to Facebook?”