In late March, social distancing guidelines surrounding COVID-19, the disease caused by the novel coronavirus, were extended through April in the U.S. Since entering this reality, we’ve witnessed an overwhelming urge to use this time productively, an especially relevant truth for marketers. Although it can feel counterintuitive to dive into a digital strategy during times of uncertainty, I’ve learned as…
Digital marketing has evolved significantly over the last decade. Search engines are smarter than ever before and social media engagement has dipped. Frequently changing algorithm makes it tough for digital marketers to get their message in front of the target audience.
Digital marketers are looking for alternatives to solve this problem. Facebook Messenger is one of them. Facebook Messenger allows brands to…
Brands, finding themselves at risk of tone deafness in marketing, are turning to influencer partnerships to talk to customers. Since the coronavirus outbreak changed daily life, events have been cancelled, ad spending is down and, in the worst cases, some businesses have already closed. Even with this disruption, brands are still clamouring for consumer attention, but it’s difficult to know how to…
If you’re a small business owner looking to find better ways to connect with customers during the disruption caused by COVID-19 and social distancing, you may want to take a look at your data and customer service policies. “Businesses are worried about keeping their employees and their customers safe, while also keeping their business running. Not to mention that many…
In a short period of time, COVID-19 has overwhelmed lives and livelihoods around the globe. For vulnerable individuals and the customer teams that serve them, it has also forced a rethinking of what customer care means. Suddenly, examinations of customer journeys and satisfaction metrics to inform what customers want have given way to an acute urgency to address what they need.
Particularly…
Don’t push to hard with messaging, make it personal. It’s a classic ecommerce own goal: retailers and brands attempting to reach out to their customers with web push messaging that is generic and irrelevant. Rather than showing how well they know their prospect, this scattergun approach means the retailer instead reveals their ignorance, clogging up channels of communication and frustrating and…
Influencers are charging fans for a more intimate social media experience, calling the future of brand partnerships into question. Caroline Calloway, a 28-year-old internet personality known for her lengthy Instagram captions, and, more recently, the controversy surrounding her workshops and her relationship with Natalie Beach, started offering her 717,000 Instagram followers the option to sign up for paid access to her “Close…