The year ahead promises great returns for marketers that are willing to update their approach to digital marketing. Driven indoors in 2020 by a global crisis, there has been a great exodus offline for both customers and brands alike. As marketers, we need useful tools to make it give us the much-needed leverage in order to seize the opportunities and…
Where there is trouble there is also opportunity. This is no different for the recent COVID-19 pandemic that has left many businesses, big and small, reeling and scrambling to adapt to a disorientating new set of circumstances. Big businesses may have the wherewithal to take a hit and keep moving forward, but that doesn’t mean that small, growing brands should…
The thing about recent changes to the way industries do marketing is that unlike the pandemic (hopefully), they’re made to stay. As far as lockdown is concerned, demand for products and services have dropped across many industries, but groceries remain a necessity for consumers. However, consumers are making fewer visits to grocers and taking measures to limit the contact they…
How people buy during the pandemic will likely be how to continue to buy after it’s over. When ‘over’ actually happens would be a matter of debate, and this is no place for that sort of speculation. What we want to know is how we can market brands effectively after we make it through the pandemic. Here are three…
Don’t Start Until You Fix This Common Mistake Ever noticed how some brands always have a promotion going on? Maybe it’s an e-commerce platform, a grocer or a bedding company; you see signs in places that scream “promotion!” – it could be a big discount, a bundling of products, free add-ons, contests, giveaways, special packaging, or any manner to creatively…
Let’s face it, we have seen good products fail to take off in the market. Even products from popular companies: they carry a powerful brand, they’re impressive—but for some reason they fall flat in the market. We learn that sometimes big brands fail due to their branding getting in the way. That’s because the problem can sometimes come from their…
Even if you’re a non-believer of academic textbook theories, you would surely like to know about how this theory can be practically applied in the field. There are many tools in marketing with fancy jargon and theoretical concepts, but little practical use in reality. However, the brand pyramid is a rare exception. It allows businesses, especially marketers to identify the…
Online marketing is all the rage now due to COVID-19 pandemic. The earlier MCO (movement control order) has forced consumer behaviors to change – high consumption of online contents and more receptiveness towards online advertising. Businesses have responded by venturing into communications on digital platforms, particularly social media. Often, these are new channels for the businesses, thus every little progress,…
At some point in a marketer’s career, there are self-doubts when asked to comment on a piece of artwork presented by the agency. There you are, facing people who do artwork design as a profession, and you need to comment without appearing, dare I say, foolish. The artwork does not seem right to you, but self-doubt is rearing its head.…
In Brief: Food and Beverage Consumer Goods are taking over Asia Brands are narrowing product focus Below-the-line strategies to leverage the situation Amidst Covid-19’s breakout, many fled to supermarkets in panic, clearing stocks off shelves like ice cream on a hot afternoon. Of all industries affected by the pandemic, Consumer Goods have shown no signs of slowing down. Necessity…
