MARKETING

Find the right tone for these troubled times

Published

3 years ago

February 28, 2022

Find the right tone for these troubled times

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Good morning, Marketers, the right tone is priceless in this uncertain world

On LinkedIn, marketing operations leader Sarah McNamara said, “I am sending all of the good vibes that I have to the people of Ukraine, and I salute those in Russia who are bravely speaking out against this unnecessary bloodshed.” That’s a sentiment with which it’s easy to concur.

But she also said, “Now is a good time to pause your marketing messages for a moment.” That’s tough to hear, isn’t it?But she may well be right. Someone else on LinkedIn I happen to know devoted an update to a new report she has just released. She’s proud of it and I’m sure it’s great, but it’s on a light-hearted topic that just doesn’t seem compelling today.

Marketing can’t just stop, of course, but it’s worth taking a step back and making sure that campaigns and messaging have the right tone for these troubled times.

Kim Davis

Editorial Director

Shorts

What we’re reading. The attribution debate rages on. We liked this contribution from Charlie Saunders, COO at marketing operations consultancy CS2. He has five actionable suggestions, including, “Operationalize the collection and distribution of the data/insights. So many companies collect a ton of data but fail at getting the insight distributed to the right people.”

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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