The need for mindful marketing in 2021: Take a step back to enable a giant leap forward

An interesting timeline has been unfolding this year, the likes of which we have never seen before. In the space of about 10 months, the global mood has swung from the depths of fear and uncertainty (as the pandemic took hold) to elation (as we started coming out of our respective lockdowns) and back to restrictions and anxiety for our health, our financial well being and our future (as the second wave spreads worldwide).

The dawning realisation is that even with a vaccine on the...

A modern approach to brand building: Empathy, storytelling and alignment

As 44% of CMOs take on the challenge of mid-year budget cuts in 2020 – a direct result of the Covid-19 pandemic – a modern approach to brand building is needed. At its core, this approach is about tapping into the wealth of information already owned by your brand, more efficiently and to greater impact.

The amplification of empathetic experiences

Covid-19 accelerates digital customer behaviours and amplifies the importance of empathetic experiences. Current behaviours...

Sherwin-Williams, influencer marketing and UGC trends: Why consumers were left shaken but not stirred

The story of a Sherwin-Williams employee who was fired after the company saw his viral TikTok channel focused on paint mixing has led to plenty of reaction around the decision, as well as discussion around wider influencer marketing and user-generated content (UGC) strategies.

Tony Piloseno, who worked part-time at a Sherwin-Williams store in Ohio, had built a 1.2 million-strong TikTok audience for his channel which showcased paint mixing. As reported by BuzzFeed, Piloseno was...

Understanding changing consumer behaviours this holiday season – and how marketers can gain confidence into 2021

Arriving in the midst of the Covid-19 pandemic, this holiday season will undoubtedly turn out different than most. The crisis has widened consumer appetite for choice and introduced unexpected shifts in consumer behaviour. Our 2020 Holiday Season research revealed that safety and uncertainty remain dominant features of daily life, and this is altering both how consumers shop and what they plan to buy. Instead of door-busting crowds, 2020’s holiday shoppers will turn to apps and websites...

For consultancies and ad agencies, never the twain shall meet – but does this still apply for digital?

There’s a longstanding belief that consultancies cannot provide the same level of creativity as advertising agencies, but MDC Partners (paywalled link) has found a workaround for this theory. Its new agency collective, Constellation, combines creative, data, strategy, design, user experience, storytelling, and media capabilities.

Constellation’s five-team bundle includes 72andSunny, the company behind the NFL’s “Next 100” Super Bowl ad, and Crispin Porter Bogusky, the...

The ‘cyber five’: Prepping search strategies for peak retail

Black Friday and Cyber Monday, previously competitor sale days, now look set to emerge as one event - a giant ecommerce extravaganza - thanks to increased ecommerce uptake among consumers. The five days from the American Thanksgiving holiday on Thursday 26th November through to the following Cyber Monday are now dubbed the ‘Cyber Five’. This year, it will bring a host of new elements for search marketers to consider. 

Gleaning as much insight as possible into your...

Gareth Dunsmore, Nissan: On building physical and digital bridges and creating an ideal customer experience

Building the right customer experience has always been vital, but the continuing uncertainty of the Covid-19 pandemic has shone a light on organisations' robustness.

The reason: to take into account changing consumer sentiment and habits. According to recent McKinsey research, the vast majority of countries have seen an overwhelming number of citizens try new shopping behaviours since the pandemic began. Emerging economies such as Brazil (84%) and India (96%) saw the highest...

As eCommerce becomes more vital, the right content strategy is required – whatever your industry

The Covid-19 pandemic has forced marketers' hands in a variety of areas. One of the most evident is around the near-exclusivity of eCommerce - or, anything which isn't bricks and mortar.

Writing for this publication in July, Joel Davis, co-founder and CEO of Mighty Social, noted the need for change in messaging. "Take into account that during the crisis many consumers closely re-evaluated their consumption habits, what they define as essential products, as well as how to live...

Using customer insights to create better digital experiences: A guide

The introduction of social distancing measures brought on by the Covid-19 pandemic has underlined the need for digital connectedness — with both consumers and B2B buyers pushed to purchase products online.

This means that the ongoing shift to digital customer experiences has rapidly accelerated, and those brands that fail to deliver seamless experiences online are at risk of falling behind.

Many businesses are working to adapt, but they are doing so with budgets under...

Green is the new black: What sustainable brands look like heading into 2021

2020 has been a year of many important conversations and the environment is top of the list. This year, 66% of Raconteur readers noted “more sustainable” and “environmentally friendly” as the top traits they wanted brands to have. In a world of high market saturation and unlimited choices, it’s impossible to ignore what the consumer values. The smartest brands, in turn, have recognized this and have implemented sustainable practices. Let’s take a look at how some of the best...