THE POINT
CONTENT EXPERIENCE
RESPONSABILITY
LONG-TERM
THE POINT
CONTENT EXPERIENCE
RESPONSABILITY
LONG-TERM
THE CONTENT MARKET
AFTER CORONAVIRUS
by Giuseppe Caltabiano
THE CONTENT MARKET
AFTER CORONAVIRUS
AFTER CORONAVIRUS
by Giuseppe Caltabiano
SCROLL TO EXPLORE
THE CONTENT MARKET
AFTER CORONAVIRUS
by Giuseppe Caltabiano
THE CONTENT MARKET
AFTER CORONAVIRUS
by Giuseppe Caltabiano
THE CONTENT MARKET
AFTER CORONAVIRUS
by Giuseppe Caltabiano
SCROLL TO EXPLORE
One year ago, it was early spring 2019, I was invited to prepare a speech for a client summit, in NYC.
Specifically, the goal was to collect major content strategy trends and dynamics — no tactical stuff, no Tik Tok, no VR and 5G, no “spectacular Snapchat marketing strategies”.
That was an easy task, considering the time I spent advising clients and listening to their stories of marketing and innovation.
Yet, I decided to go with something not obvious and I selected “responsibility” (I also gave other — more practical — trends but that’s less relevant here).
Actually, it was more of a personal desire than a trend. At that time I was driven by conversations about data, privacy, and brand purpose.
One year ago, it was early spring 2019, I was invited to prepare a speech for a client summit, in NYC.
Specifically, the goal was to collect major content strategy trends and dynamics — no tactical stuff, no Tik Tok, no VR and 5G, no “spectacular Snapchat marketing strategies”.
That was an easy task, considering the time I spent advising clients and listening to their stories of marketing and innovation.
Yet, I decided to go with something not obvious and I selected “responsibility” (I also gave other — more practical — trends but that’s less relevant here).
Actually, it was more of a personal desire than a trend. At that time I was driven by conversations about data, privacy, and brand purpose.
THE POINT IS:
As consumers become increasingly aware of their data rights, as social media has given consumers unprecedented access to brands and their representatives, as brands are racing to find new socially-acceptable, ethically-sustainable brand purposes (many of them ultimately pushing it for pure financial benefit), we marketers should act more responsibly.
THE POINT IS:
As consumers become increasingly aware of their data rights, as social media has given consumers unprecedented access to brands and their representatives, as brands are racing to find new socially-acceptable, ethically-sustainable brand purposes (many of them ultimately pushing it for pure financial benefit), we marketers should act more responsibly.
DIGITAL CONTENT EXPERIENCES WILL
COME OUT OF THE CRISIS STRONGER THAN EVER
DIGITAL CONTENT EXPERIENCES WILL
COME OUT OF THE CRISIS STRONGER THAN EVER
Based on the new Kantar’s “Covid-19 Barometer”, what consumers want brands to do during the crisis is to help them.
What should I do?
Based on the new Kantar’s “Covid-19 Barometer”, what consumers want brands to do during the crisis is to help them.
Based on the new Kantar’s “Covid-19 Barometer”, what consumers want brands to do during the crisis is to help them.
RESPONSIBLE MARKETER
THE TOP 3 COMMS STRATEGIES AMONG CONSUMERS
RESPONSIBLE MARKETER
THE TOP 3 COMMS STRATEGIES AMONG CONSUMERS
77%
talking about how
the brand is helpful
in the new everyday
75%
keeping them informed
about the brand’s reaction
to the new situation
70%
offering a
reassuring tone
77%
talking about how
the brand is helpful
in the new everyday
75%
keeping them informed
about the brand’s reaction
to the new situation
70%
offering a
reassuring tone
77%
talking about how
the brand is helpful
in the new everyday
75%
keeping them informed
about the brand’s reaction
to the new situation
70%
offering a
reassuring tone
77%
talking about how
the brand is helpful
in the new everyday
75%
keeping them informed
about the brand’s reaction
to the new situation
70%
offering a
reassuring tone
GO LONG-TERM
IT'S NO LONGER BUSINESS AS USUAL.
GO LONG-TERM
IT'S NO LONGER BUSINESS AS USUAL.
Be a responsible marketer and think long term.
Be a responsible marketer and think long term.
READ MORE
“The smarter strategy
is to actually focus on
the longer-term brand-building mission.”
PROF. MARK RITSON
“The smarter strategy
is to actually focus on
the longer-term brand-building mission.”
PROF. MARK RITSON
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to know more?
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