AW SHORTS – BRANDS + MARKETERS

Reactive marketing is the effort by brands to quickly produce content that responds to a current event, talking point or faux pas in a clever or thought-provoking way. It has roots in the newsprint advertising industry, but social media has been instrumental in its meteoric rise.

The way brands excite consumers may have changed due to the physical, in-person limitations of the pandemic, but it doesn’t mean people aren’t looking for ways to recreate the experiences they had with their favourites pre-COVID-19.

Competition in healthcare grows daily, with the digital marketplace more congested than ever before. Delivering cut-through in this space requires a strong brand, a robust marketing strategy and a class-leading customer experience.

Ads.txt, created in the summer of 2017 by the IAB to help publishers exert more control over their advertising inventory, and Sellers.json, released in 2019 by the IAB for buyers, are both well-intentioned and technologically well-designed. 

A recent Fortune article examined some of the eye-popping statistics surrounding the growth in eCommerce in 2020. Even as retailers across the world dramatically increase their online sales, Amazon remains the 800-pound gorilla in the marketplace.

Nicola Sturgeon is probably rubbing her hands together in glee right now. She’s pumped up, ready to take on Westminster with what she will no doubt argue is a renewed mandate for a second referendum.

Another year brings another year of new products. Once upon a time, queuing for the newest game console or camping outside a retail store for a pair of celebrity designer trainers was an unusual event.

Global competition is fierce. And, for new businesses, it can be intimidating. Whether your business succeeds or fails comes down to profitability (the amount of money remaining after all business expenses are paid). That’s the only way to build a sustainable business.

Gen Z is an enormous business prize:  this group is the biggest generation ever, estimated at 30% of the global population. As we know, they are almost constantly Fortniting, TikToking and Netflixing their way through the world.

While the last thing the advertising industry needs is another buzzword, re-orienting thinking toward a ‘strategic content partner’ approach embraces the best of in-house and long-term partnerships.

There is nothing like a pandemic lockdown to induce some much-needed introspection. For some, it manifested as a deeper focus on quality family time, rediscovering the outdoors, or picking up a new hobby.