By Richard Carroll As we move into 2021, Covid-19 has brought about another national lockdown, further uncertainty to businesses, and continued changes to consumer behaviour. To survive and thrive in this environment, leaders need to look long to ensure their businesses are being set up to weather the storm, while also looking short, retaining their resilience and agility to negotiate these challenges and succeed. Although these challenges will affect different businesses and sectors, three areas will be critical regardless of market position. Moving quickly from survival to growth Understanding changes in consumer behaviour Setting your teams up for success Moving quickly from survival to growth As we transition away from Read full story › Source: The Drum...
Read MoreBy Sam Bradley We ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask how marketers will navigate the demise of the third-party cookie. With the third-party cookie on its way out, tech giants such as Google are hurrying to bake up an alternative. But whichever solution eventually takes precedence, the implications for digital advertising and the architecture of the internet itself are huge. It also poses hard question for marketers. As the token falls out of use, personalisation approaches that rely on third-party data will be Read full story › Source: The Drum...
Read MoreBy Sam Bradley What connects Stevie Nicks and Anya Taylor-Joy? At first glance, not a lot beyond distinctive haircuts. But the Fleetwood Mac singer, and the actor who starred in Netflix’s autumn smash The Queen’s Gambit, both inspired bolt-from-the-blue marketing activations in recent months. Since the chess-themed series’ release, Taylor-Joy has been credited with sparking a renaissance in the game, particularly among female players. Many of those new converts have been welcomed by Chess.com, the most popular chess website and app in the world. Meanwhile Fleetwood Mac’s song Dreams graced the soundtrack of a viral TikTok featuring a suave longboard rider and a carton Read full story › Source: The Drum...
Read MoreBy Shawn Lim Food delivery platform Foodpanda is helping delivery riders to upgrade their skills through a partnership with e-learning platform Gwnobe and Singapore’s Temasek Polytechnic. The partnership will see the birth of an e-learning portal that is accessible to more than 10,000 Foodpanda riders and will provide them courses like customer service, finance, digital skills and personal branding. Foodpanda hopes this will help its riders as the platform has expanded beyond food delivery, delivering on-demand groceries, flowers and household essentials. “Our riders are an essential part of our delivery ecosystem, and it is important that we create a community where riders are given Read full story › Source: The Drum...
Read MoreBy Cat Davis We’ll soon mark a year since the first Covid-19 lockdowns. It has been a year during which most of us have seen our social, work and family life shrink to fit inside the four walls of our home. As we’ve become accustomed to interacting with friends, family and even brands in new ways there has been a huge impact on all aspects of marketing, from channel mix to messaging, as businesses adapt to the changes in consumer needs, attitudes and demands brought about by this new home-bound way of life. With this in mind, we’ve looked at some of the ways Read full story › Source: The Drum...
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