Weekly News Digest on Digital Marketing – 06/13/20
Reviewing the Latest News on the Digital Marketing Landscape
While the U.S. responds to social, health, and economic crises, we also look toward healing, repairing, and affecting change. During these historic times, Adlucent remains committed to helping partners understand how these shifts affect ecommerce and digital marketing. Accordingly, this week’s digest addresses both the national landscape and the ways brands have adjusted to the recent economy.
COVID-19 accelerated the use of frictionless commerce, aka click-and-collect. Specifically, social-distancing and stay-at-home measures drove frictionless commerce (which had previously been gaining momentum)to become a needed convenience. Furthermore, digital transactions such as cashier-less checkout have a positive effect on sales, which shows no signs of slowing. This year, click-and-collect sales account for over 8% of U.S. ecommerce purchases and are projected to continue increasing in 2021 and 2022. More information on frictionless commerce and its innovations are in the report.
Crowded gatherings at bars and beaches in late April through Memorial Day weekend were the first signs indicating people are ‘over’ the pandemic. Furthermore, evidence of COVID-fatigue showed in mid-April survey responses, stating that a majority of audiences are feeling overwhelmed by COVID messaging and wish to hear about non-COVID topics. Brands, cognizant that a pandemic remains, are challenged with moving past COVID-19 messaging. They should be advised to tailor messaging per industry, region, and demographic. Three marketing experts gave tips on how to achieve this.
The marketing landscape is changing, and influencers who only use their platforms for photo ops instead of meaningful action are coming under scrutiny. Some believe the seachange will create more demand for influencers who speak out and act genuinely on critical social issues. Others disagree, pointing to the reality-based fear that some brands will punish influencers for using their voices to take a stand. However, now may be a turning point, as it appears the public wants to know how influencers and their brands align themselves. And, companies with public-facing messaging that does not match with their corporate culture historically are being exposed as opportunistic instead of progressive.
In addition to diverse imagery, consumers react positively to inclusive content, reflecting the makeup of the audience. Brands that perform extensive audience research and seek variety in their team structures can better attain diverse and inclusive advertisements. Furthermore, marketers should “edit for inclusion” by using style guides as needed to determine proper language, phrases, and terminology. Such measures can help avoid cultural mistakes, create agile teams, and help marketers create conscientiously and authentically.
Numerous brands have spoken out in support of racial justice for Black Americans, the disproportionate victims of police brutality. Brands from Apple to Uber have lent their voices to affirm that Black lives matter, too. A group of brand and marketing strategists compiled some of the larger brands’ responses, organized by industry.
Amid empty grocery shelves, and when Americans needed it most, Amazon failed to deliver. For example, high demand items, like sanitizers and masks, were sold out. Search results produced pages of irrelevant items. Amazon was overwhelmed and understocked – broken and exposed to scammers. The pandemic accelerated the trend from physical retail to ecommerce. Amazon usage surged, and it struggled to keep its systems in place. The breakdown also affected Amazon’s third-party sellers, who received complaints about the long wait times on items, many of which were stuck in FBA warehouses.
The health and working conditions of these fulfillment warehouses garnered national attention, labor actions, and poor PR. Still, Amazon is primed to succeed. Now, millions need work, and Amazon has jobs – plus a favorable business and regulatory environment in which to function. Amazon also remains top-of-mind as an online shopping destination.
The above overview highlights this week’s important digital marketing news amid the changing social, health, and economic landscape. Visit the Adlucent website for ongoing information and updates.