By Stefano Hatfield Re-evaluation is the watchword as enterprises digest the learnings of a tumultuous 2020. With a renewed focus on the digital customer experience, many are finding their tech stacks too complex. What’s the role of CRM in this new business context? How do they tackle this and get C-suite buy-in for the investment required? Do they have the right talent in-house and how can agency partners best help them? These were the key issues of a recent Q and A session between The Drum and Scott Brinker, VP, platform ecosystem at HubSpot. Do most companies believe they have the right tech stack Read full story › Source: The Drum...
Read MoreBy John McCarthy Last week, independent fact-checking organization Full Fact announced it was creating a five-level scheme to rank the severity of misinformation events, inspired by its first-hand knowledge of the damage misinformation can cause. The Drum explores what Full Fact – and marketers – can do to tame the wickedest wiles of the wild worldwide web before we’re submerged. Misinformation was Dictionary.com’s word of the year 2018, marking the moment society realized it was up to its ankles in a flood of ‘fake news’. We’ve since seen misinformation kill during the pandemic, and the tide rise higher yet when a hate-conspiracy-fueled sacking Read full story › Source: The Drum...
Read MoreBy Shawn Lim Brands that use Western media alone to connect with Chinese-speaking audiences in Australia can find that it is an ineffective way of communication. There are almost 600,000 Chinese (Mandarin or Cantonese) speakers in Australia in 2016, almost twice the number in 2011, with the 2021 Census showing that the number is increasing. For many Chinese Australian consumers, English remains a barrier because they are still speaking Chinese at home even after many years in Australia, which 84% of respondents indicate they do. This is according to a study by EternityX Australia, which examined Chinese speaking consumers’ media habits and the most effective strategies Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Ever since lockdown restrictions were first introduced last year, parents and guardians the world over have been charged with the Herculean task of balancing remote-working with parenting, as across all markets, schools, nurseries, and day-care facilities have closed, re-opened, and closed again while governments battle rising cases of Covid-19. In the UK, there has been some respite in recent weeks, with primary and secondary schools reopening their doors (with restrictions) on 8 March following a third national lockdown. But across the pond in the US, many schools are still operating online, or only partially in-person. Meanwhile in India, only eight states Read full story › Source: The Drum...
Read MoreBy amit bapna Sebamed, the German soap brand that has been part USV Limited India for over a decade now, has launched the second campaign in an ongoing series focusing in on its science proposition. Titled ‘Sirf science ki suno’ (or ‘listen only to science’), it seeks to further the plot in its ongoing journey from a doctor-recommended brand to an OTC player in India. This time it has positioned the narrative around the shampoo category, with a specific focus on its anti-hair loss shampoo. The campaign has been conceptualized by the brand’s creative agency The Womb. Its previous campaign, which launched in December Read full story › Source: The Drum...
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