Good morning marketers, we made it through the weekend.
With coronavirus dominating the headlines, brands are navigating a delicate balance when it comes to messaging. Marketing is being done against the backdrop of the pandemic. Some brands are offering a sincere approach, while others have been quick to capitalize on the opportunity to reach audiences in a trying time. Our editor Greg Sterling breaks down the mixed brand motives on display amidst the chaos, from the email communications aimed at providing helpful information to the tone-deaf promotions flooding our inboxes.
Martech platforms are also contributing a voice to the global pandemic, offering services and tools for businesses already feeling the impact from the pandemic. Content management platform Box, for example, is offering a free version of its Business plan, and Alibaba has rolled out an e-commerce solution for retailers that have been affected. Here’s a quick list of the responses we’ve seen by martech brands offering solutions and breaks for businesses.
On a lighter note, Facebook confirmed last week it’s testing a new program that lets users link brand loyalty accounts to earn and view rewards directly from their Facebook newsfeed. Sephora will begin piloting the new program in the U.S. this week, a spokesperson from Facebook said.
It’s Facebook’s first major ad product focused on loyalty. Brands can reach customers who have already shopped with them to surface personalized information – like points or rewards – in a relatively frictionless way. In addition to targeting actively loyal members, brands can re-engage with past customers using dynamic, personalized ads and organic promotions as part of the program.
Taylor Peterson,
Deputy Editor
