Organizations of all sizes are assessing and processing the social and economic impact of COVID-19. Marketing and advertising plans are coming to a screeching halt in some ways and a pivoting rapidly in others.
I have one suggestion besides washing your hands: capitalize on this opportunity, but don't be dense or insensitive about it. That would mean doing things like trying to benefit from the fear-inducing sale of face masks through digital advertising, or pretending that non-related goods such as tea will help.
It feels like only yesterday we were a four-person shop in a WeWork, hustling to deliver on our clients' next project. We were a new digital agency with a lot of passion and some lofty goals. A few years later, we have two offices and twenty-some people on our team who are some of the best talents in the business.
You don’t want your followers to regret clicking that little blue button and showing up for your content. People follow you for you. They want a little access into who you are, and want to develop a “digital connection.”
Every marketing plan should include S.M.A.R.T goals (goals that are: specific, measurable, attainable, relevant, and timely). This framework allows you to think about the stages of a business relationship and the factors most impactful on customer engagement.
Because the sea of available marketing metrics is so vast, marketing executives are often swimming endlessly trying to determine what information is relevant when measuring the success of their advertising.
Simple, smart web design can do wonders for an organization. Doing too much doesn’t often yield the results a company hopes for. It’s like a guitar player overplaying a solo. The player might like it, but the audience will not.
A big place I fell short in my journey has been embracing empathy rather than treating it as a weakness. This realization has been life-altering for me and I felt compelled to share this bit of my life learnings.
18 months ago, I was living the life that was the envy of all my friends. I was working for a retired billionaire, getting paid in the high six figures, and was living with my beautiful family in a gorgeous home on a golf course just outside of Aspen, CO