Report: Coronavirus is shifting search priorities, emotions | The Knot is committed to wedding industry's comeback | How General Motors has shifted gears during the pandemic
May 27, 2020
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News to Know
Customer behaviors are changing during the coronavirus pandemic, and an analysis from BrightEdge finds emotional experiences are increasing with brands and consumers. The role of digital is highlighted in the analysis, and safety and social distancing are having an effect on searches.
Full Story: MediaPost Communications (5/22) 
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Coronavirus Impact on the Digital Advertising Market
COVID-19 has deeply affected the digital advertising industry. Pathmatics brings you the latest in how advertisers across industries including travel, sports, and entertainment are responding, how campaigns are changing, and what to expect in the coming weeks. Get the report.

CMO Insights
The Knot is committed to wedding industry's comeback
The Knot Worldwide CMO Dhanusha Sivajee talks about how the pandemic and social distancing has affected the wedding industry, with smaller ceremonies and postponements. The company has set up a global hotline for couples and vendors, is offering small-business loan advice and is providing $10 million in financial assistance aimed specifically at vendors.
Full Story: Ad Age (tiered subscription model) (5/25) 
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How General Motors has shifted gears during the pandemic
(Bill Pugliano/Getty Images)
The coronavirus pandemic forced General Motors to speed up its processes for faster production and accelerated online shopping and lead generation, says Chief Marketing Officer Deborah Wahl. The auto manufacturer is looking into localized addressable advertising as states reopen, analyzing upfront advertising commitments and shifting messaging from concern to "joy and optimism," she says.
Full Story: Marketing Dive (5/21) 
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Innovation at Work
Snapchat released a "Breaking Stereotypes" series of lenses to mark Asian Pacific American Heritage Month that are available via its desktop app, Snap Camera. The series, with artwork created by Snap's pan-Asian employee group, flips hurtful comments heard by Asian Americans into positive statements.
Full Story: Adweek (tiered subscription model) (5/26) 
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How MLB uses Instagram to score points with consumers
(Bob Levey/Getty Images)
MLB's current strategy for consumer engagement rests on its MLB Vault Instagram channel featuring live conversations among fans and players, classic games and original programming, writes David Cohen. Barbara McHugh, senior vice president of marketing, says the league had to pivot quickly in light of the pandemic and noted a benefit of player engagement is that "they come to us with ideas looking for opportunities to engage fans."
Full Story: Adweek (tiered subscription model) (5/22) 
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Beauty brands are leaning on digital e-commerce during the coronavirus crisis and some brand leaders expect omnichannel retail to be the way ahead when store closings ease. "Nearly all beauty brands agree that digital e-commerce needs to offer a richer experience, while brick-and-mortar stores must provide customers a compelling reason to shop in-store," writes Emma Sandler in this roundup of predictions.
Full Story: Glossy (tiered subscription model) (5/26) 
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Featured Content
Sponsored content from Twitter
5 insights from the back-to-school conversation
Going back to school this year is unlike any other. Conversations about buying pencils and shoes are down, while talk about what computers and sweatpants to get are rising. See how the back-to-school conversation on Twitter is impacting shopping trends and what brands can do about it.
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Brands take note: Co-viewing is having a moment
People may be apart, but they're coming together on Twitter to watch and talk about the biggest cultural moments of the year. In fact, 44% of people say their use of Twitter while watching TV has increased since March. Here's why your brand needs to be part of the conversation.
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Trending Now
E-commerce as a percentage of total US retail sales grew from 16% to 27% in the first eight weeks of the pandemic, according to industry newsletter 2PM, and the growth has been a boon for niche players. Eyeglasses seller Warby Parker, beauty brand Glossier and online vintner Empathy Wines have all benefited from the shift to online shopping.
Full Story: CNBC (5/24) 
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There are two ways of spreading light: to be the candle or the mirror that reflects it.
Edith Wharton,
writer, playwright, Pulitzer Prize winner
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