We’ve got one thing on our minds this week: providing value. It’s the marketing trend that’s trumping all others at the moment.
“The days in which we're creating marketing for marketing’s sake are gone,” says Brad Hiranaga, Chief Brand Officer, North America, for General Mills. “Creating value for people has got to be first and foremost.” We spoke with Hiranaga this week about how marketing teams are adjusting to the COVID-19 crisis, the renewed sense of purpose across the company’s brands and how a human-centric, future-focused approach has shaped his marketing strategy.
We also highlight Chaco Footwear’s promotional pivot, which involved revamping its experiential programs with a cause marketing initiative, social media takeovers and tracking digital engagement.
With most marketers adjusting creative messaging to reflect the current moment, we outline five video trends popular on YouTube that reflect cultural sentiment and interest.
As for producing the creative to support those marketing messages, with productions halted and studios closed, brands are getting crafty. Repurposing content, using stock imagery and leaning on influencers are a few options being used to create content quickly.
And for our B2B readers, we look at how marketers are reallocating their live events budgets toward content creation, hosted and sponsored webinars, social media marketing and more.
Until next week,
Kaylee Hultgren
Group Content Manager
Chief Marketer
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