Pass Type: All Access Pass, Conference Only Pass, Livestream Pass
Session Type:
Session Topic: Branding, Customer Experience, Marketing Planning
These past couple of years have been a major test for anyone responsible for marketing planning. The unexpected curveballs have seemed never ending.
And with the seemingly endless upheaval, where social and political issues are at the forefront, we marketers need to be more vigilant and flexible than ever before. We’ve seen far too many examples of brands misreading the room and sounding tone deaf.
In this session, we’ll look at why traditional marketing planning methods are unhelpful right now, and how brands need to keep their ear to the ground before making any decisions. And be ready to make decisions quickly.
We’ll look at examples of both sides: brands that didn’t meet the audience where they were and then those that with quick thinking — and strong brand values — made a positive impact on the audience.
You’ll learn how to be more flexible in your planning approach, understanding what’s important and what isn’t. And, you’ll walk away knowing how to feed current affairs into any content or brand strategy, using digital methods, to maximize your relevancy.
You’ll learn:
How to create a series of shorter-term objectives and incremental gains, along with specific measurements for each component
What collaboration tools you should be using to document strategy
The importance of listening to audience sentiment and commentary about social issues so you can align your content
What tools and content types allow for more flexibly so you can adapt messaging to reflect change
