Jeep is a brand known for encouraging outdoor exploration, but shifted gears amid the pandemic with an Online Retail Experience portal, social videos, user-generated content and online listening to tap consumer sentiment, says Olivier Francois, Fiat Chrysler Automobiles' chief marketing officer. "It is so tempting to jump onto current trends or social commentary, but we need to weigh every decision against not only our brand values but our fan values," Francois says.
Digital advertising platform Brave Software has formed a partnership with contract management exchange NYIAX that provides users with guarantees that ads are only delivered to Brave users who have opted to see ads and aren't tracked. Brave has "recorded 1 billion ad confirmation events," a 930% increase from October 2019, writes Melynda Fuller.
Salesforce's Brian Solis warns against taking a generic marketing approach during the pandemic and instead urges marketers to use data-driven insights and demonstrate empathy to "humanize and enliven touchpoints, to touch the customer in a novel and refreshing way that creates memorable experiences." He uses findings from a recent Salesforce study to put forward a marketing playbook that prioritizes innovate customer experiences, empathy, relevance and helpfulness.
This infographic from Showpad displays statistics about the return on investment of a sales enablement strategy, such as its potential to boost the active selling time and productivity of sales professionals by 10%. The strategy can also reduce sales team onboarding times by 25% and result in a 25% increase in marketing productivity.
Kathy Isola explores how event marketing has been disrupted during the pandemic and recommends marketers offer virtual alternatives with top speakers and interactive elements. Give attendees the opportunity to talk to each other via virtual networking or chat sessions and introduce features such as live competitions to drive engagement, she advises.
Asics turned to online marketing tactics as consumers began to self-quarantine with activations such as virtual reality sneaker launches, encouraging runners to share photos and promoting its free app, said Gary Raucher, the brand's executive vice president of category for EMEA. The sneaker brand has boosted its Runkeeper app sign-up 252% over the past year and has achieved several record weeks for sales.
Brands can play a unique and positive role amid the coronavirus pandemic and can make a positive change by "embedding" behaviors in marketing efforts, said Keith Weed, former Unilever chief marketing and communication officer. Weed also advocates brand collaboration "for the greater good of society" and urges marketers to always consider customers, employees, stakeholders and suppliers.
An Accenture study reveals 43% of consumers will abandon a brand if they're disappointed with its messaging or actions related to a social issue. In this interview, Accenture executives Bill Theofilou and Mark Curtis discuss how the coronavirus pandemic has boosted the need for a more defined brand purpose, ways to stay relevant and the value of Maslow's hierarchy.
Three-time US Paralympian Angela Madsen passed away in late June during her solo rowing attempt across the Pacific Ocean. During her US rowing team career, Madsen, a Marine Corps veteran, won four gold medals and one silver medal at the world championships and participated in the 2008 and 2016 Paralympic Games. In track and field, Madsen took home a bronze medal at the 2012 Paralympic Games in London. More than anything, she had a knack for accomplishment on the open water. She was the first woman with a disability to row across the Atlantic Ocean. In 2009, she and her teammate became the first women to row across the Indian Ocean. In 2010, she was part of a team of women that circumnavigated Great Britain. Madsen founded the California Adaptive Rowing Program and was a leader in the region's emerging Paralympic movement. For more of Angela Madsen's story please visit www.rowoflife.org
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