Study: How pandemic shifted content strategies | Study: What Gen Z wants from brands | Envision a post-COVID world and shorten timelines
July 9, 2020
SmartBrief on Sales
Sales and Marketing Management Strategies
Some 56% and 53% of marketers say the pandemic prompted them to create more social and thought leadership content, respectively, while 47% said the crisis spurred them to adopt a more emotive tone, per LinkedIn and Vision Critical. The research also reveals the top channels marketers pivoted toward during the pandemic are webinars, organic social and digital video.
Full Story: MarketingProfs (free registration) (7/8) 
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A study from WP Engine and the Center for Generational Kinetics found that 82% of Generation Z members surveyed have more trust in brands that use real people in their ads and 72% are more likely to purchase from brands that support social causes. Additionally, 66% say the internet unites people, 58% don't like being without the internet for more than four hours and 72% want websites to already know their interests.
Full Story: Marketing Dive (7/8),  Adweek (tiered subscription model) (7/8) 
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SmartBrief Originals
Naphtali Hoff interviews four leaders for advice on how to navigate personally and professionally through the coronavirus pandemic. Asym Capital's Hunter Thompson suggests using storytelling to visualize a successful post-pandemic outcome, while in real life cutting planning cycles down from, say, six months to two.
Full Story: SmartBrief/Leadership (7/8) 
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Daily Data Points
The coronavirus pandemic and the effect it's had on the economy has created behavioral changes in a number of clients' financial and lifestyle habits that could stick around for years, experts say. These include how they spend and save money and where they choose to live and work, the experts say.
Full Story: Financial Advisor (7/2020) 
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    The Leaderboard
    Flexible schedules and work arrangements, as well as new projects and roles, are two ways to help employees without increasing salary, writes Anastasiia Osypova, head of people, engagement and culture at Innovecs. "Another non-monetary motivator is to make employees happier by alleviating their home routine duties, giving access to engaging webinars, online courses, podcasts on healthy eating, meditation applications, back exercises, and much more," Osypova writes.
    Full Story: The Next Web (7/8) 
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    Managers can improve retention by finding the right way to motivate employees, says ENGAGE 2020 speaker Liz Mason, CPA, CEO and founder of High Rock Accounting. Choosing the right communication style and making employees feel supported are two more ways for managers to up their game, Mason says.
    Full Story: Journal of Accountancy online (7/7) 
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    On the Road
    Survey: Quick trips look to be popular this summer
    A survey by Hotwire found that many are favoring quick getaways instead of long vacations due to the coronavirus. The survey found that since the pandemic began, 62% of respondents hadn't taken a vacation day and 81% agreed that taking quick, local trips were more favorable this summer.
    Full Story: TravelPulse (7/8) 
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    Tech Update
    Omnicom makes Spotify deal amid advancing tech
    While podcast advertisers typically secure spots for specific series, Omnicom Media Group is bucking the trend with a deal to spend $20 million on Spotify podcast promotions on behalf of clients during the second half of 2020. Omnicom Media Group North America's Catherine Sullivan says the firm was enticed by audience growth and advancing technology that enables better targeting and measurement and believes addressability will boost success even further.
    Full Story: The Wall Street Journal (tiered subscription model) (7/8),  Mobile Marketer (7/8),  AdExchanger (7/8) 
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    Mark Nardone describes how to measure the success of employee advocacy. He explains how and why marketers should track social media engagement, lead generation, customer and employee retention, brand purpose and efficiency savings.
    Full Story: MarketingProfs (free registration) (7/8) 
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    Making Small Talk
    Rats tend to help out when they come across a fellow rat in trouble, but are less likely to offer aid if other nearby rodents appear uninterested, according to findings published in Science Advances. Researchers placed a rat in a trap that could only be opened by another rat on the outside and most were willing to help, even without food as a reward, but when other rats, given a drug to lessen their emotional response, were added to the area, the rat that had originally been helpful became less so.
    Full Story: New Scientist (free content) (7/8) 
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    Music is an experience, not a science.
    Ennio Morricone,
    composer, orchestrator, conductor
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