By Charlotte McEleny Optical brand Transitions’ route to market, which relied on opticians, was totally disrupted by pandemic lockdowns. But a VR tool has helped it discover an entirely new way of reaching consumers. Traditionally, lens brand Transitions sold its products through brick-and-mortar opticians. But a recent embrace of VR has allowed the brand to rewrite its customer touchpoints and take a more creative B2C marketing route. The brand’s transition during 2020 could easily be a copy and paste story of digital transformation. Amid pandemic lockdowns, the brand needed a digital experience to replace its in-person retail routes. But while the pandemic prompted it to Read full story › Source: The Drum...
Read MoreBy Ashwini Deshpande Move over 2020, 2021 is here. The year gone by was one of learnings and lessons for companies and chief executives. Ashwini Deshpande, co-founder of Elephant, one of India’s largest independent integrated design consultancy firms, shares her learnings with The Drum from the year – both as a CEO and as a consumer. “The first principle is that you must not fool yourself and you are the easiest person to fool.” – Richard P Feynman, the great theoretical physicist There is no point in stating how much we learnt and how we are wiser, woke etc from 2020, without accepting what a Read full story › Source: The Drum...
Read MoreBy Shawn Lim Fashion platform Pomelo and super app Grab joined forces in 2020 to produce limited-edition fashion merchandise as both brands look to provide new experiences for their consumers. Marketing leads from both brands take The Drum under the hood of their partnership. Thailand-based Pomelo is always keen to partner with brands on initiatives that will make an impact, Jean Thomas, the chief marketing officer at Pomelo explains to The Drum. That is why the platform collaborated with Grab to create this collection to bring its customers and fans “an unexpected surprise”, pushing the boundaries of what a fashion collaboration can be. Read full story › Source: The Drum...
Read MoreBy Jenni Baker Account-based marketing (ABM) was supposed to be every B2B marketers dream; it offered so many opportunities for targeting so powerfully. Unfortunately, actualizing this in an enterprise sales and marketing organization is vastly different and more challenging than it is for smaller companies. So where did it all go wrong? Enterprise go-to-market strategies create an opportunity for organizations to scale. However, they also develop complexity and elevate functionality requirements beyond those typically found in ABM platforms, usually designed for SMB or mid-market companies. The Drum has recently joined forces with MRP, bringing together a panel of experts to address much of Read full story › Source: The Drum...
Read MoreBy Michael Patent Technology has bred a world of instant gratification – one in which, any product consumers want is immediately available, explains Michael Patent, the founder and president of Culture Group. As a direct consequence, scarcity and uniqueness, and not available, is often a motivator for Gen Z and Millennials. The less available and more unique the product is, the more it is desired. This demand and hysteria it creates are called ‘Hype’. Hype is a bona fide business builder – and when collabs are done right, they can turn product ‘moments’ into brand ‘movements’. If that’s what you’re aiming for, here are some Read full story › Source: The Drum...
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