Author: Daniel Page

To say that we’re living in a time of great cultural upheaval would be putting it lightly. The world feels tense. The coronavirus pandemic happened. George Floyd died. Civil unrest followed. Months have been difficult. Not surprisingly, this has had a considerable impact on multiple industries, marketing included.

The current outlook for digital marketing now looks very different from what we all expected last year. This is understandable, though. There’s no way we could have predicted any of what’s transpired this year. 

What we can do, however, is consider how it will influence the marketing space moving forward. First as reported by Forbes we’ve seen a shift in consumer attitudes towards fully-digital marketing and social good. Expect to see an upturn in curated experiences supported by artificial intelligence. 

At this moment in time, no one is entirely certain when the coronavirus pandemic will end. Even as some regions look to reopen, businesses and people alike are still struggling with the isolation of remote work, the economic challenges of lock down, and the emotional stress of the virus’s spread. It’s a difficult and trying situation for almost everyone involved.

That’s why it’s so important for customer-facing brands to engage with it.

People are exhausted right now. They’re tired, stressed, and afraid. They face an uncertain economic future, one marred by prolonged isolation and civil unrest.

Many of them are going to look at your business for comfort. They’re going to turn to you not just for a sense of normalcy, but for the assurance that things will ultimately turn out okay. It’s your job to give them that.

Owing at least in part to the coronavirus pandemic, mental health is at the fore of everyone’s minds. It’s no secret that people are struggling right now. We are stressed, fearful, and worn down by all the chaos and civil unrest. 

It’s wearing on us. As reported by the World Health Organization, the coronavirus pandemic has created significant mental health fallout. And it’s only going to get worse.

“Mental health repercussions regarding what is happening during this pandemic for people, today and beyond, will really be a problem in general,” explains neurologist Dr. Konstantinos Petsanis, speaking to the WHO.

“Unless we act now to address the mental health needs associated with the pandemic, there will be enormous long-term consequences for families, communities, and societies.” 

Marketing and politics can no longer be kept separate from one another. Maybe they never could. Either way, brands have woken up to the fact that modern consumers desire more than simply a product.

They want a brand that actually has principles and values. In a recent report by PR agency 5WPR, 83 percent of millennial respondents want companies whose values align with their own, and 76 percent believe executives should speak out on issues they care about. 

Moreover, a further 65 percent said they have boycotted a brand that didn’t share their beliefs on an issue, while 62 percent favor products that allow them to show off these beliefs. 

In case you haven’t already heard of it, pay per click advertising is an ad model where a business only pays if a customer clicks on one of their ads. It’s most popularly known through the Google Ads platform, which distributes advertisements across Google’s myriad properties. How it works is fairly simple.

First, an advertiser determines what keywords they want to target, based on what’s likeliest to bring in qualified leads. They can also add negative keywords so they aren’t paying for clicks from people who aren’t sales prospects. You then bid against other competing advertisers on your keywords – whoever puts in more money per click gets a higher placement and, consequently, more clicks. 

It seems pretty simple, right? 

Unfortunately…it’s not. There’s actually a fairly steep learning curve in PPC advertising, a wealth of pitfalls that can see you wasting a ton of money for relatively little gain. 

Authenticity is a critical driver of modern marketing. 

When a brand makes an effort to be transparent in everything it does, people notice. They appreciate a business that they feel they can trust, and direct their spending and loyalty accordingly. By that same vein, if it turns out that authenticity is in any way not genuine? 

There will be backlash, and it will be significant.

As noted in the 2020 Gustavson Brand Trust Index, consumer trust in brands is now at an all-time low. People are more skeptical than they’ve ever been. They simply do not believe that businesses have their best interests in mind any longer.

Trust, in other words, is hard one. And once lost, it’s nearly impossible to regain. This is in no way helped by the constant barrage of high-profile data breaches and privacy violations in the media – from questionable data management practices to downright unethical activities, many businesses are being cast in an extremely unflattering light.

The coronavirus has changed the world in unprecedented ways. Schools have closed. Graduation ceremonies are canceled. Hundreds of thousands of people have lost their jobs, homes, and even loved ones. The global economy sits in an uncertain, and unpredictable place

Even if you believe the pandemic is over and we can begin reopening, we’re still going to be recovering from the financial and emotional impact of the pandemic for a very long time. That, more than anything, seems to be the thing businesses are forgetting. As a result, many marketing campaigns are reacting to