Adventures in Marketing

I attended the webinar From Surviving to Thriving: What Marketers Learned from the Pandemic that’s Changed their Marketing for Good. This was presented by Jonathan Beeston, a Product Marketing Director for EMEA. Ben Carter CMO Purplebricks and Russell Parsons Editor-in-Chief Marketing Week.

This webinar focused on the changes that were necessary to change business and marketing tactics during the pandemic and what’s changed because of it. The previous benchmarks are no longer relevant data. Collaboration challenges 69% say it’s harder for collaborations because working from home and separate from their teams. Most marketers said it changed an 78% said it was a catalyst for improvement. Also, there have been many changes and differences in opinions in the last 12-18 months. This is a great opportunity to remake yourself.

There are new priorities because: 

 Customers are more digital than ever.

Collaborations are happening in new and different ways.

Metrics and how they’re viewed is different from times prior to the pandemic. 

Working from anywhere has created a bit of a skills gap. Focus on getting team back together to collaborate. Spend meaningful time together as a team. Build social collaborations to help with the flow of ideas to serve customers together. Looking at new ways to sell things like homes by doing virtual viewings and tours instead of in person. Forced innovation has assisted in the necessary change. Marketers are working harder, but also reaping the benefits of hard work.

The group discussed how the needs of the customers have changed within the last 12-18 months. They also discussed how it was difficult to work and collaborate as a team to market to this evolved customer. They also discussed the importance of training employees and how to make sure everyone on the team has good digital proficiency skills.

I have not looked ahead to see whom I’d like to interview for this semester. Is this going to be something we do with others in the class or someone outside of the class? If it can be anyone, I’d like to interview the marketing team at Crumbl Cookies. Some questions I’d ask are:

What does the content calendar look like?

How large is your social media team?

Do you have a separate filming and editing team?

Who creates the new cookie recipes and where do they pull their inspiration from?

What enhancements are you planning for the loyalty crumbs rewards program?