I took a look at all of the audience development campaigns currently running. But let’s put COVID content aside for now. Overall traffic is higher COVID campaigns drive traffic that converts. Marketing and content are changing during the Covid-19 pandemic. Here’s what we know about the past few months of changing consumer shopping behavior and digital content use: The more things change, the more they stay the same. So now let’s dive into the Covid-19 marketing content strategy headline: Things may be different, but not that different. Not diversity for diversity’s sake alone, but because we can now hire the best of the best AND achieve our diversity objectives as well, wherever they are, whatever they look like. I hope we take advantage of this moment, this time, to change the composition of our leadership teams. We have the ability to recruit the best of the best and we’ve proven we can work from anywhere. This is a golden opportunity for companies like ours. The excuse that no one of a specific background is available in your city is now invalid for your executive and leadership positions. Prior to the pandemic, the argument was that companies often reflected the communities they were based in how could you find, for example, qualified African-American executives if you were headquartered in a place where very, very few lived? You see how the pandemic has changed that argument, right? If we’ve established that office jobs generally don’t need to be colocated together, then your talent pool is now global. When you see a company post about its commitment to diversity, then check that company’s executive leadership page and see an uncomfortable lack of diversity, it’s fair to question whether the company believes in it or not. But in the backdrop of the protests in America and around the world for the end of racial injustice, this pandemic change also creates a new opportunity for companies to think about. because they have proof now that work can be done anywhere for many office jobs. There are obvious implications of this change – companies can suddenly consider employees not geographically located for those jobs, save money on commercial real estate, relocate out of large, expensive cities, etc. It may not be as efficient, and it may not be as friendly or as warm, but work got done. We have proven that it is possible for business to get done using only virtual tools. The pandemic changed many things, but one of the things it changed most for white-collar office workers was disabuse companies of the notion that working from home was an impossibility. But first, here is how life has changed for workers in the US and around the world. And I have to tell you, I was very surprised at what I found. This week, I decided it was high time to look closer at audience development - to examine how campaigns optimizing for a high volume of quality traffic have shifted since this whole thing started. Our business world has been turned upside down, and to this day, that’s what the data has shown.
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