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Yours, Hiram & Tabatha Founder and Co-founder Content Mist

Locked-Down Advertisers Ask: Is It Too Soon for Jokes?

• Lucy Jameson is facing a challenge as she advises cautious customers of her advertising agency: when are companies allowed to make jokes about the pandemic-induced lockdown?

• Advertisers are struggling to work out how to promote their products during an age of physical distancing, walking the tightrope between continuing to sell goods where possible, building their brands, and trying not to look insensitive.

• Footage of people socializing outside the home is out, as it may look jarring to audiences in lockdown; adverts that resemble Zoom calls are in, but may already be a cliché, and everyone’s trying to work out how to create new promotions without being allowed outside.

Marketing in the Fashion Industry: Communicating Fashion Is Ancient History

• Fashion industry companies, whether luxury or fast fashion, are using a mix of physical reality and virtual reality to provide their target audiences with a cutting-edge shopping experience.

• Even before today’s consumer society and the world of magazines, fashion shows, or Instagram, the economic and social system of what we call “fashion” found a way to use the available media to reach those who had the resources to buy ready-made clothing.

• The trend that unites them is the one that continues to inform even the most evolved marketing strategies: the attempt to decipher the signals in order to reach consumers in the most rapid and precise way, the origins of future customer-centric strategies.

4 Takeaways for Content Marketers in the Time of COVID-19

• On Live with Search Engine Land Friday, Meghan Keaney Anderson, CMO of HubSpot, Amanda Milligan, marketing director at Fractl and Lee Odden, CEO of Top Rank Marketing, shared some of the lessons they’ve learned while working with clients and marketing their own agencies on what brands should be communicating at this point, how to convey the right tone, identify content marketing opportunities and finding the right ways to measure success.

• Brands that are able to assist their target audiences, or simply continue serving customers the way they were pre-pandemic, will continue to build trust and an audience, Milligan said. Setting and communicating the appropriate KPIs helps your team and client understand what they’re trying to achieve, which will increase the odds of success.

• The unprecedented challenge that the world is facing may make for slightly more forgiving circumstances, but this is also a time when inappropriate messaging could strike a fatal blow to some businesses, making it even more important to, as Anderson recommended, discuss your strategy with the client and members of your own organization.