Articles

Last week’s column looked at cognitive computing, analytics, and brand protection. This week, we’ll look at how select marketing channels are faring with brand marketers and how the past year has put a premium on collaboration tools.

We all know that the human responses to a threat or challenge are primarily categorized as freeze, flee or fight. But it has been proven that, while we all have an instinctive primary reaction — usually based on our character, life experiences and other factors — it is possible for us to change our instinctive reaction through training.

Not long ago, artificial intelligence, predictive analytics and chatbots were little more than science-fiction pipe dreams. Today, these innovative digital marketing trends are many business leaders’ top priorities.

Consumer shopping behavior has changed, and the holidays will look different this year. Since in-store shopping has declined, brands are looking for ways to drive their e-commerce business and move the needle before the end of the year. However, the online space has become cluttered and confusing.

As brands and agencies begin to enter the holiday season, advertising competitiveness will not wane although the U.S. is two weeks post-election. “Online video marketing” saw a dramatic uptick in intent among brands and agencies last week.

It’s been an unusual, unpredictable year, to say the least. There is little doubt that the pandemic has forever reshaped the way we live, interact and behave as consumers. But the remarkable thing is that donors have by and large stuck with their causes, even during these difficult months.

We have watched businesses accelerate their digital transformation efforts by nearly five years in response to the pandemic, and seen new digital-engagement approaches evolve in the span of months.

It will be hard to look at your 2020 data and not immediately recall everything that happened. But don’t throw away the valuable information you get from it.