24 years ago, before the evolution and mass adoption of social media, when blogs were still a novelty and websites were still in relatively primitive states, Bill Gates penned an essay titled “Content is King.”
The fight for a more sustainable future in the age of the coronavirus and Black Lives Matter has uncovered an important truth: protecting vulnerable communities is critical to taking action against climate change. It's long overdue, but going forward, brands looking to fight for climate change will need to ensure social justice is a component of their climate action plan.
In the early 2010s, companies like Everlane and Warby Parker paved the way for the first generation of Direct to Consumer (D2C) brands, offering consumers a fully digital brand experience and new companies a relatively easy, innovative and scalable way to sell products and services. A storefront was not necessary, but a strong brand story was. A brick and mortar storefront was no longer an operational requirement for brands - all you needed was an online shop and a creative social media presence.
Topics: Customer-Centric Marketing, Customer Engagement, customer experience, innovation, customer centric, B Corporation, Shopping Experience, climate change, brand value, sustainability, EnergyWire, D2C, customer trends, brand building, coronavirus
Never has the value of being a B Corp been more evident than in 2020, as a global pandemic and social change have taken center stage and communities around the world have realized the true benefits of using business as a force for good.
If there’s one thing we know for certain, it’s that life keeps moving forward. Amidst political barbs, a global pandemic, long overdue social upheaval and a climate crisis, the world keeps on turning.
We’ve said it before, but it bears repeating: you can have a wonderful, purpose-driven mission and a marketing campaign that is creative and perfectly targeted, but if your customer’s experience is lacking everything else is diminished.
Topics: Customer-Centric Marketing, Customer Engagement, customer experience, customer centric, marketing, marketing solutions, content marketing strategy, thought leadership, customer trends, coronavirus
In “normal” times, pre-global pandemic, getting the biggest ROI out of your marketing budget was undoubtedly a priority. But as we all know, the summer of 2020 is anything but normal.
With 65% of marketers anticipating a decrease to already constrained marketing budgets, brands across industries need to find ways to be more nimble, creative and strategic while also figuring out how to effectively respond to the changing needs of customers living in the midst of an ongoing pandemic and revolutionary social change.
We’re back with the next installment of our Industry Expert Interviews, a content series that keeps the community spirit alive and well (and selfishly, gives us the opportunity to talk to some truly incredible people). These will be longer installments, so we encourage you to grab a cup of coffee, sit back and enjoy “meeting” someone new.
Back in January, we kicked off the year with the first installment of our 2020 Social Media Trends Series, diving into TikTok and Video. By April of this year, a lot had changed, and in the second installment of the series, we discussed two trends ("tribes" and the use of stories) to help make the most of social media in the age of the coronavirus.