Consumers who rely on social media for news are less informed. Where do we go from here?

Opinion A major new study from Pew Research has found US adults who predominantly get their political news from social media are less likely than other consumers to closely follow major news stories. But what is underpinning this?

The study, which analysed surveys conducted between October 2019 and June 2020, argued that US adults who rely most on social media for news tend to be younger, are less likely to be white, and have lower levels of education than those who use several...

TikTok has a ton of potential – and brands are only scratching the surface

Not everyone loves it when the new kid shows up and starts turning heads, but sometimes there is a reason to pay attention. On the social media playground, that new kid is TikTok — and it is time for brands to take notice.

ByteDance’s addictive video app, now barely three years old, was downloaded 315 million times in the first quarter of 2020 — more than any other app has been downloaded in a single quarter, according to analytics firm Sensor Tower. Advertisers are rushing...

The CMO’s role in a post-pandemic world: Flexibility with authenticity

Before the COVID-19 pandemic, the chief marketing officer (CMO) role was already in a state of flux, with several high-profile brands moving away from the position. Early this year, Gap’s CMO left without a direct replacement. Shopify’s chief marketer departed in February 2020, and the e-commerce firm announced it would not fill the vacancy. Uber went through two CMOs in 2019, ultimately leaving the CMO role unoccupied.

Fast forward to March 2020, and the CMO role experienced...

Are AI systems queuing up to replace the copy desk? Don’t be so sure

Watching Nicole He’s robot interview Billie Eilish might convince you that artificial intelligence could never replace human journalists. Yet the robot’s nonsensical questions (such as “Have you ever seen the ending?”) evoked thoughtful and amusing responses from Eilish — a feat that journalists often struggle to accomplish.

After the interview, Eilish described the monotony of questions she’s usually asked. It seems that human qualities like logic and reason may act...

Back to basics: Three building blocks for nailing personalisation

Personalisation has been the holy grail for many marketing organisations for what seems like forever. While at its surface, for many marketers, personalisation seems straight forward, and with modern technology, seems it would be easy to implement. Unfortunately, these assumptions couldn’t be further from reality.

As with many modern marketing efforts, organisations must grow through a maturity model in order to reap the benefits of their efforts. Personalisation is no...

How to choose the right CMS for your organisation

A Content Management System (CMS) is the backbone of your websites or mobile sites and enables your business to drive better customer experience (CX) and engagement with your brands. A wrong decision in choosing the CMS can derail your plans to achieve your long-term business goals. Once you choose a CMS, it is never going to be easy to change it overnight. This makes it even more important that you select the “right” CMS, so that you do not regret the decision later. Here, I have...

Getting beyond the buzzword of ‘agile’ digital marketing to improve your customer relationships

Mention the word “agile” in a business setting, and it may lead to furrowed brows and scratched heads. Agility creates a lot of buzz — and a lot of misinterpretation.

To clear up any confusion, agile generally refers to optimizing and managing workflows. According to McKinsey & Co., it involves “using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly...

Joining the dots: How to keep your brand consistent—online and offline

Coronavirus has swept across the world and everyone is feeling it. Individuals are in self-isolation and brands are having to adapt. Entire industries are having to rethink the way they operate from top to bottom in order to weather the storm and emerge on the other side ready to serve their customers. And though it’s understandable that there’s a lot of pessimism around, the crisis will pass, and businesses should be preparing as best they can so that they’re ready to bounce...

Marketing and brand purpose in Covid-19: Getting social media right while social distancing

Call it a 'new normal', an adjusted reality, or whatever you will; for many businesses amid the Covid-19 pandemic, the show has to go on. But with it comes extra nuance; the standard off-the-shelf marketing messages may not cut it right now.

Or could they? Tom Goodwin, of comms agency Publicis Groupe, recently wrote on LinkedIn that 'by now, what [he] really wants in advertising is for [companies] to ignore the current crisis, rather than pretending to care about it.' "I don't...

Carolyn Corda, CMO, ADARA: On empathy as a marketer – with Covid-19 hitting travel hard

Carolyn Corda, chief marketing officer (CMO) at data co-op ADARA, notes the importance of empathy in marketing. This is not just in terms of campaigns, but also in becoming a better marketer.

“What’s really worked for me is I understand the business not just from the marketing angle,” Corda tells MarketingTech. “I’ve been deep in the different elements of airlines.”

For Corda, who prior to becoming CMO at ADARA was managing director for digital travel and...