Marketing stories related to the economic repercussions of the pandemic are not in short supply. As consumer behaviors shifted, many companies floundered—and promptly pivoted. Others, particularly CPG brands and businesses that were considered essential, experienced increased demand. But those in the latter category still had their work cut out for them.

One such company is Clorox. When COVID-19 first hit, its cleaning products suddenly became scarce. So, to compensate for being short on supply, the brand turned to AI and chatbots to provide consumers with important information on sanitizing and disinfecting. Read how Clorox used machine learning and natural language processing to field customer inquiries and provide recommendations.

Fast forward to today. Despite the optimism brewing from the continued rollout of vaccines across the globe, consumer sentiment and behaviors continue to shift amid what appears to be a gradual road to recovery. Complicating matters further: Different consumer segments approach the return to normalcy in disparate ways. We look at how marketers can meet consumer expectations and win business by building seamless digital experiences and positioning services for multiple customer segments.

Wireless service Visible was built from the ground up to be fun and approachable—and this ethos shines through quite visibly when considering its marketing programs. Read why the brand’s quirky advertising, social media marketing and clever digital campaigns—like a Dan Levy-led “unlimited eyebrowsing” site where consumers can scroll through offerings using their actual eyebrows—earned Visible entry into Chief Marketer’s Brand on Fire series.

Lastly, we explore how Artsy, a digital marketplace for buying and selling fine art, leveraged its virtual showroom to connect artists with collectors during the pandemic—and why customer experience, lifecycle marketing and audience segmentation shouldn’t take a backseat to top of the funnel tactics.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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