Brand Stars

A lot of marketers would categorize email as the cozy sweater to social media’s black dress. While not as sexy as some newer channels, for years, email has taken the top spot in marketing ROI, and in a 2019 Econsultancy survey, respondents still picked email as the most effective marketing channel, with social media ranking only fifth. 

With social issues being brought to the forefront of the cultural zeitgeist and a contentious election underway, it is now more important than ever that advertisers be cognizant of where they are allocating ad spend and in what environments their content is landing.

Many are finding ways to mimic the in-person shopping experience and all are working to streamline strategies to closer bridge the gap between the online and offline worlds. There’s one ally, however, that brands have put by the wayside that still holds significant potential for spanning digital and physical engagement: the mall.

As we head into Q4 it’s hard to fully comprehend the impact this year’s events are already having on consumer needs and behaviors.

Despite talk of severe disruption and “new normals,” fundamental marketing principles that have guided brand stewardship for more than a century still apply.

Now, in the wake of a pandemic, B2B customer expectations have increasingly demanded that those experiences include a new dimension: the capability for smooth e-commerce transactions. 

Like any marketing effort, there’s no one-size-fits-all approach to running a winning influencer campaign — but there are plenty of tactical errors that can ruin your outreach before you even get started.

Tone of voice is the way that you communicate your message, and it’s a key part of your brand voice. So if you’re going to build a strong brand, tone matters. Here’s what else you need to know about tone, and crafting the best one for your brand.