October 16, 2021


The travel folks

5 media principles in the wake of COVID-19

1 min read

1. Context, constantly

While this is a world pandemic, its influence is regional. We’ve uncovered it useful to carry that imagining into the evaluation of our internet marketing strategies. Our world groups are giving direction centrally, but we’ve uncovered it’s most effective to have faith in every single current market to make selections locally. In other terms: course from the middle, but selections on the floor.

At a incredibly sensible stage, we have created out a centralized, shared spreadsheet for all paid out and owned practices throughout markets, so we can capture and find out from what is being made the decision locally. Each group around the planet has entry to this worksheet in real time.

One particular case in point of what we’ve acquired from this shared context: As desire in news surges around the planet, there are quite a few a lot more ad impressions being served in the news group. We’re obtaining to question ourselves, “In what situations are we snug putting our brand along with news articles?” This debate, and regional nuance, has assisted us make possibilities, specifically around the use of paid out social media. Community context is important.

Guiding question: Is this marketing campaign correct, supplied the present context in a regional current market?

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