Following the arrival of the COVID-19 health crisis and subsequent economic downturn, a number of IAB member organisations have quickly responded by conducting consumer research studies and mining their own data sources to provide insight and guidance for marketers and brands.
We often hear the benefits of automatically purchasing digital media advertising through programmatic touted by advertising and digital marketing agencies, including ourselves at MultiConnexions. But is it really helping you in the current COVID-19 crisis?
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.
Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.
Chris is the managing director of Jaywing, a UK-based data science marketing company that officially set up shop in Australia in 2017 off the back of its acquisition of Digital Massive.
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The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
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