In adapting marketing strategies to fit the moment, it doesn’t hurt to take a quick look back and reflect. As contributor Jay Mandel points out today, the pandemic “forced us to adapt, revealing cracks in our systems and sparking a yearning for a better future.” This is the world customers and marketers live in, and a good starting point for how to move forward authentically with any message.
Authenticity is also the core of the creator economy, where customers, in their digital lives, prefer to hear first from someone they count among their own. Of course, there is a place for brands in this space — that’s why influencers and creators are such a thriving industry. Contributor Shama Hyder shares how brands can find the right fit with a trusted influencer. It’s all about uncovering shared values between brand, audience and creator.
Chris Wood
Editor
