Marketing & PR Trend Insights: Week of July 27-31, 2020

It’s hard to believe it’s a new month. How did we get to August already? We continue to watch with interest as industries and ways of doing business change and evolve. This week I want to share some interesting perspectives on branding, microbusinesses and work-from-home trends. I hope you find value in this information shared every other week. As always, I’m here should you need anything.

– Katie

B2B BRANDS SHOULD APPROACH SHORT-TERMISM MARKETING WITH CAUTION

While we all understand the benefits of long-term strategy, unpredictable times tempt leaders. They contemplate a shift to focusing on short-term results. Marketing Week shares why B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.

BRAND SAFETY OFFICERS DEBUT DURING PANDEMIC

When the first class of certified brand safety officers graduated from the Brand Safety Institute (BSI) in late May, their skills were put to the test almost immediately. With a marketing landscape facing disruption from an ongoing pandemic and an eruption of racial justice protests, business was anything but usual. Stacey Hultgren, senior manager for ad quality measurement at Pandora and a certified brand safety officer told Marketing Dive, “The issue of brand safety and brand suitability will only continue to grow in the digital advertising space …” Get the full story here.

MICROBUSINESSES AND SIDE HUSTLES FOR THE WIN

Fast Company shares a new study by web-hosting company GoDaddy that suggests amid an unemployment rate in double digits, online microbusinesses and side hustles might be all that’s helping families survive and keeping local economies resilient during the COVID-19 pandemic.

#WFH OPENS UP MARKETING OPPORTUNITIES

Prior to COVID-19, approximately 34% of U.S. employees worked from home. Post COVID-19, that number has jumped to nearly 49% and continues to rise. Consumer products targeting the work-from-home sector are poised to explode this year and beyond, including three areas with the largest changes in consumer spending: physical infrastructure of a home office; goods and services to support home workers; and convenient shopping methods. Get the full story here.

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