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Showing posts from June, 2020

5 Thoughtful Strategies for Advertising During the Pandemic

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If you’re like many people, you’ve probably been more conservative in your spending lately. Recent research shows that, during the pandemic , many people were rationing food to save on expenses and grocery runs, and 23% of people were eating more plant-based meals. Discretionary spending has decreased, and consumers are shifting to digital solutions and reduced-contact channels to receive services. On a larger scale, consumers worldwide say they expect the pandemic to affect their routines or spending for at least two to four months. A Shift in Content and Scope In recent months, many companies have shifted the scope and content of their marketing efforts as well. Instead of pushing products and promotions, proactive businesses have focused on building relationships and adding humanness to their brand, including inspirational direct mail newsletters, heartfelt emails, and down-to-earth videos. In one example, eBay championed small businesses that power the nation with its “

Coordinate Every Brand Touchpoint to Optimize Customer Journeys

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What turns you away from a website, advertisement, or a company? Perhaps it’s the message itself or the way a brand is presented. Sometimes the information is just too scattered, time-consuming, or confusing! Today’s consumers face a barrage of competing messages, so each intersection between a customer and your business is critical. These points of contact, or touchpoints, represent points of interaction with a customer or a prospect at any stage of their customer journey. Touchpoints provide you critical opportunities to engage leads, build brand awareness, address concerns, market products or services, or to tell your story. Building an End-to-End Customer Experience Grouping touchpoints chronologically can be helpful as it allows you to see things from an outside perspective. Here are just a handful of touchpoints: Social Media Campaigns Print Advertisements Company Events Product Catalogs Conversations with Company Representatives Landing Pages Professiona