With 2020 at last in the rearview mirror, let’s take a look at the most-read CM stories of the year. As you might expect, coverage of the marketing challenges caused by the pandemic dominated the list. One of those, “Cause Marketing in the Time of COVID-19," provides scores of examples of how brands responded proactively to the pandemic even while experiencing massive disruption to their businesses.

We learned that brands’ responses to crises matters to consumers. According to a survey from Axios-Harris, businesses that have turned their marketing efforts toward cause-related initiatives during COVID-19 have built trust with consumers.

So, as the country attempts to digest the shocking events that unfolded at the United States Capitol on Jan. 6, brands, too, have sprung into action. Or, alternatively, inaction. While social media networks Facebook and Twitter have banned President Trump’s accounts, clients of agencies Omnicom, Dentsu and Havas have paused media spend—a strategy that we witnessed during the pandemic as well. We look at this pattern of reactionary behavior and how the concept of brand suitability could be a more suitable move for some.

Retail experienced an epic upheaval in 2020. Store closures abounded, digital sales soared, e-grocery experienced an explosion and ecommerce flourished. Here is a look back at the biggest disruptions in retail marketing last year.

With digital marketing taking center stage, a sound SEO strategy has increased in importance. But it’s evolved as a result of shifting consumer behaviors. Consider these content strategy tips to enhance your brand’s digital presence in 2021.

Lastly, the year necessitated extra innovation and creativity from brands when engaging with homebound consumers. Since virtual activations—for the time being—will continue, we provide three takeaways from HBO’s recent “coffee-ology” experience staged to promote its new thriller, “The Flight Attendant.”

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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