Monthly Archives: April 2020
5 Ways to Get to the Heart of Emotional Marketing
Done right, emotional marketing helps marketers differentiate and compete in this changing environment, and conveys a brand’s values, interests and passion. Emotional marketing tells a story that connects with an audience in a human or personal way. With consumers increasingly making buying decisions driven by feelings rather than logic, emotional marketing creates meaningful relationships that […]
Dettol’s TikTok hand-wash challenge gets nearly 11 billion views in 5 days
The TikTok challenge aims to get more people in India to wash their hands. Dettol created a unique song that pairs with the hashtag #HandWashChallenge. As the coronavirus pandemic continues to wreak havoc around the world, health agencies, governments and even brands are relaying messages of social distancing and reminders to wash hands. Dettol, which […]
6 considerations when choosing a media monitoring platform
What are the features and services that differentiate the different products? Here are some things you should think about. Technology continues to change, organizations communicate differently and we all consume media and information. Here are some top takeaways when searching for the right social media monitoring platform: Breadth of coverage While many platform providers claim […]
At Agencies, Furloughs Are The New Layoffs
As agencies look for ways to survive amid the economic downturn and uncertainty ahead due to the coronavirus, they are now among the companies currently exploring whether to layoff or furlough employees. Furloughs can be a little more attractive for agencies, as it allows them to retain staff while reducing overhead and save cash. With […]
How to Make Sound Decisions With Limited Data During the Coronavirus Pandemic
Marketing professor Oded Netzer explains the challenges of data-driven decision-making during the COVID-19 crisis. Coronavirus presents an unprecedented predicament: Everyday, leaders must make momentous decisions with life or death consequences for many—but there is a dearth of data. Oded Netzer is a Columbia Business School professor and Data Science Institute affiliate who builds statistical and […]
Bridging the TV-digital divide from an engineer’s perspective
Advertisers, agencies and publishers have believed for years that digital and TV are converging. But how does this truly become a reality? Where do you start, and what do you build first, to make practical progress towards a long-standing vision that benefits the industry? Years of engineering investment, significant integration work and a consideration of […]
Brand planning in the time of COVID-19
No one knows what the next few months will bring. Right now, much of what we once took for granted seems uncertain. But whatever happens in the months ahead, there will come a time of improved stability and recovery to a new normal. And because brands are built over the long-term, marketers will need to […]