Media and Marketing News Headlines Update on October 21, 2020

Building a home studio

The global pandemic forced us to work from home, but the ease of cloud-based communication and collaboration tools could keep us there. Zoom, Twilio, Vonage and Slack are just some of the cloud solutions that make up a market worth $12 billion. If you’re spending the majority of your working day on video conference calls, it is worth thinking about presentation — of yourself. Maybe the term ‘home studio’ is over selling it, but there are some simple things you can do when it comes to audio, lighting, camera and background to pretty yourself up a little.

Privacy also matters

Zoom is ahead of the pack when it comes to privacy. The platform is the first to offer end-to-end encrypted video calls. This will be of particular interest to education and medical sectors. Zoom classes have raised privacy concerns as the boundary between home and classroom blurred while tele-health services have raised concerns about cyberattacks and fraud.

Maybe just lock the door

Creating the perfect presentation from home isn’t easy, especially if you’re just learning. Taking privacy into consideration adds another element to the equation. Sometimes though, simply locking the office or bedroom door should be the first step, especially if you’re on live television.

Marketing spend and transparency

While the changes in consumer behaviour as a result of COVID-19 are well documented, changes in marketing spend and trends are also emerging. A recent report has found that decreased marketing budgets have moved from traditional channels to paid search, social and PR. The renewed interest in PR is focussed on building trust.

The changing purpose of marketing

Trust and transparency is part of a changing focus for the marketing function. Marketing is largely being relied upon to head the organisation’s response to the pandemic. Consumers expect brands to act when it comes to social issues and offer a brand experience that takes into account social distancing and related health concerns.

Big tech is already acting

Earlier this year, in an attempt at transparency Google announced the phasing out of third party cookies. This week, it announced another change in its personalised ad service. Housing, employment and credit services will no longer be able to target by gender, age, parental status, marital status or zip code. Meanwhile, Instagram is cracking down on hidden advertising in posts. Influencers will now have to disclose if a brand has paid them to post about products.

MasterChef Asia 2015 winner Woo Wai Leong interviews a hungry student and shops at FairPrice to cook something different than the usual school lunch. #OldSchoolFavesNewSchoolTastes

Avery Dennison, a manufacturer of reflective safety gear, shows how its products make construction zones safer for workers, motorists, cyclists and pedestrians.

The Mayo Clinic uses animation to recreate the complex nature of the brain and the search for answers.

MayoClinic – The Power of Answers from Shane Griffin on Vimeo.

LEGO made a life-size version of baby Yoda to coincide with the release of the second season of The Mandalorian. Basically because they can.

The launch of a new iPhone 12 Pro means another Academy Award-winning director shoots another film with a smartphone.

A Step-By-Step Guide to Land The First Big Client

Landing your first big client is a milestone, an achievement, a stretch goal that all creatives should get to experience. It’s a symbol of success after paying your dues, putting in so many hours of hard work, and becoming a pro at pitching new clients with complete and utter confidence. We do not doubt that with these skills under your tool belt, you’ll land your first big client in no time. Ready to level up your business?

A Step-By-Step Guide to Land The First Big Client
A Step-By-Step Guide to Land The First Big Client. Photo by Clay Banks on Unsplash

In this article, we’ll show you all the things you need to do to land your first big client. Let’s get started. What’s included:

  • Unique ways to find new clients
  • Tips for humanizing your outreach strategy
  • Advice for crafting a portfolio that converts
  • Step-by-step guide for perfecting your client pitch

Continue reading “A Step-By-Step Guide to Land The First Big Client”

Letting CDP Turbocharge Data into Direct Consumer Relationships

COVID-19 has sped up consumer interest in buying directly from brands, but even before the pandemic, changes in traditional retail and wholesale environments combined with robust technologies have pointed to DTC.

Letting CDP Turbocharge Data into Direct Consumer Relationships
Letting CDP Turbocharge Data into Direct Consumer Relationships. Photo by Daniel Monteiro on Unsplash

For brands frustrated with the traditional retail model, in which retail stores and sales reps determine the future of their products, they can adopt DTC to take ownership of their most important assets — their consumers.

This new article uncovers how the wealth of actionable insights provided by a CDP help CPGs become confident in their understanding of their consumers, communicate effectively with them, and meet their evolving needs while attaining differentiation in the marketplace. The article explores:

  • The new shopping environment
  • Options beyond “owning” the consumer relationship
  • The beauty of a CDP
  • Steps to take when anticipating a CDP transformation

Continue reading “Letting CDP Turbocharge Data into Direct Consumer Relationships”

Media and Marketing News Headlines Update on October 14, 2020

Content in a post-pandemic world

Disruption doesn’t treat everyone equally. The global pandemic has created opportunities for some brands while others have floundered. Economists are calling it a K-shaped recovery. Video streaming services and live streaming platforms have been big winners during the lockdown. Travel bloggers not so much.

What are people watching?

To a certain degree, lockdowns have provided marketers with a captive digital audience. That doesn’t mean they’ll watch anything. A recent survey by Google found viewers were after content that was positive, educational and unique. Live music streaming is also proving popular amongst viewers, but it’s doubtful it could ever replace the real experience or be financially stable for performers.

Forging a connection with the content

In uncertain times, people seek relatable connections and during the lockdown, this is often found via user-generated content (UGC). As budgets shrink and social distancing makes video production difficult, brands are also embracing UGC. The idea is to be more authentic, but not in an opportunistic way.

B2B marketing during COVID-19

The global pandemic has also changed the way B2B marketers go about their business. With face-to-face communication no longer an option, many B2B businesses have looked to digital content as a replacement. A recent FINITE report has found it hasn’t been smooth sailing with 35% of respondents listing the biggest challenge as producing enough content, 26% had trouble reaching the right audience and 16% couldn’t measure ROI.

There is a B2B audience

The news isn’t all bad for B2B marketers though. A PathFactory study has found there are B2B bingers who will spend an average of 19 minutes and 43 seconds engaging with content. You just need to reach them.

How do you engage in B2B?

The old days of a static white paper or pdf listing product specs are over. If you want someone to binge your content, it needs to be immersive or interactive. Think animation, data visualisations, infographics, video storytelling, social polls or any other creative way to grab attention. Alternatively, you can think like a B2C marketer and call in Mötley Crüe drummer Tommy Lee.

Vans moves away from the traditional skateboarding stereotypes with a profile of South African Yann Horowitz and his coming out story.

Google invites five artists to play with its latest AI toy, Tone Transfer, that allows you to deconstruct any sound and remold it into a musical instrument.

The Olympic Games have been delayed but Deloitte is sharing inspirational stories about the US team, including the youngest surfer to win a world title, Carissa Moore.