Tag Archives: warc

Effectiveness in e-comm

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WARC Presents Effectiveness in the Age of E-commerce

20mins how e-commerce has changed and how brands can use this to their advantage post-covid. Overview of causes, changes, and fixes. including cases. 

https://lionslive.canneslions.com/keynotes/warc-presents-effectiveness-in-the-age-of-e-commerce-e1-41684

1. look at the total brand experience to influence sales: closer to the supply chain. rise to ecomm is back to basics: bigger packages and no impulse buying. total experience of the brand: buying, shipping, unboxing process.

 2. rethink performance media to get closer to the sales: merge e-comm spend with paid media. race to shoppable formats: messaging to sell. e-commerce platforms become media owners. rise of live streaming (shopping shows on e-commerce platforms)Virtual influencer on WeChat to create community: Daily perfect makeup brand: https://www.marketingtochina.com/perfect-diarys-successful-strategy-on-wechat/

3. resist the shift to short-terminism. look beyond attribution models. reserve budget for brand-building. 
56% tried something new during covid19 and continues who owns the data, owns the relationship. For this reason, Nike pulled back from Amazon.

Les Binet on COVID-19

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Must read for marketeers

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
In this article, Les Binet (Head of Effectiveness, adam&eveDDB) explores:

  • How businesses should focus on doing what is most helpful and in the public interest, rather than focusing on making money in the short term
  • What brands could do to help “The War Effort”, how a brand behaves may have a bigger effect on brand perceptions than advertising
  • Whether direct response advertising can also play an important functional role
  • Opportunities for some big, emotional, morale-boosting advertising, without looking opportunistic and self-serving
WARC Guide to Marketing in a Recession
Part of our WARC Guide to Marketing in the COVID-19 Recession