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Ukraine War Tests Whether Marketers Can Address Crisis Meaningfully

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Ukraine War Tests Whether Marketers Can Address Crisis Meaningfully

Consumers want brands to take concrete measures addressing Russia’s invasion of Ukraine, a reflection of growing public awareness of the influence companies wield over major global events and widespread concern over the conflict. Despite these expectations, marketers should not rush to wave their flag around a situation that is fast-moving and highly sensitive — though many organizations may have already learned that lesson following two years marked by society-wide crises.

Still, the marketing industry is taking action. Already, a number of marketers and service providers have cut back or stopped doing business in Russia while industry event Cannes Lions said it will exclude Russians from this year’s festival. In one of the most substantial developments for the advertising industry, agency giant WPP said Friday it plans to discontinue operations in Russia. The group has about 1,400 employees in the country.

“Everybody’s in a big emotional place,” said Kate Muhl, vice president analyst at Gartner’s marketing practice. “The messages that they are looking for are: Support for people in Ukraine, peace, and to some degree, resources. But [talking about] what you specifically are doing, it’s just too soon.”

A survey Gartner conducted found that most U.S. respondents were concerned about the Ukraine crisis, with eight in 10 naming at least one step they would like to see marketers take. At the top of the list was reconsidering doing business in Russia or with Russian partners, cited by 60%. Other leading recommendations included ensuring the safety of personnel in regions embroiled in the fighting (55%), minimizing disruptions that could affect product supply and pricing (46%) and preparing emergency measures in case the U.S. is more directly impacted (46%). Sixteen percent of consumers said they don’t think brands should do anything in regards to Ukraine. Gartner polled 281 consumers between Feb. 25 and March 1 for its research.

“We now have mainstream consumers who have awareness of the idea of corporate governance, supply chain operations,” said Muhl. “That awakening, I think we see it applied here.”

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Lower on the ranking of desired responses were brands donating aid (31%), making a public statement (13%) and pausing or pulling back on marketing activity (11%) — tactics that all fall much closer to the CMO purview. Weaker demand for traditional communications combined with a clear pressure to take some sort of meaningful action puts marketers in a bit of a bind in the near term, but they should still be strategizing for a moment where receptiveness to consumer-facing messaging is higher.

“It’s tricky, because you’ve got to be able to tell people about the things you’re doing at a time when they say that they want you to do those things more than they want you to talk about those things,” said Muhl.

Crisis playbook

The current focus on practical measures, including safeguarding employees in Ukraine, is indicative of a larger shift in what consumers perceive as effective action from brands, according to Muhl.

The idea that corporations are more capable of enacting change than individuals and even governments has taken hold over several years, notably around issues like climate change. It came even further to the forefront first with the pandemic and then mass protests for racial justice in the U.S. in 2020. Both instances served as examples of a paradigm shift where consumers applied greater scrutiny to brands, with many companies finding out the hard way that they had to live up to the standards shared in their marketing internally or face backlash.

A similar principle applies to the Ukraine conflict, while carrying different nuances.

“The fact that wanting messages is so far down the list does make it different than what we saw with [Black Lives Matter] and what we saw with COVID,” said Muhl of the Gartner research. “That doesn’t mean it will always be that way.”

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“If we have, say, Russia, unleashing cyberattacks that have a direct impact on Americans, you’re in a whole different ball game,” she added.

But if the biggest agenda item consumers have for now is brands reconsidering doing business in Russia, then many seem to be meeting the moment. Netflix, Ikea, Ford, Apple and Disney are among the consumer brands that have started to peel back Russian operations. Services providers like Accenture, BCG and McKinsey are similarly making a swift exit from the country.

Exclusionary tactics are also becoming common. Cannes Lions, advertising’s most significant awards festival, announced in a statement it would not accept submissions or delegations from Russian groups this year. It will waive charges for Ukrainian creatives in attendance and refund those who cannot make the show.

There are more extreme cases as well. Some establishments are dumping out what they believe to be Russian vodka — even though few spirits sold in the U.S. are actually distilled there — or renaming menu items like Moscow Mules and White Russians to be Ukrainian-themed, summoning the specter of the “Freedom fries” push that emerged in the U.S. after France declined to participate in the Iraq war.

Whether or not these are just moves for companies to make is debatable. What’s not up for debate is that CMOs — and other members of the C-suite — will need to keep a close ear to the ground to be able to adjust course as the situation evolves and avoid a botched communication.

“This is moving very rapidly,” said Mulh. “I don’t think that it would be wise for marketers to say, therefore, we shouldn’t say anything.”

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Ear to the ground

Closer executive collaboration and transparency, mandates driven by the pandemic, have benefited some brands amid ongoing volatility. They have not necessarily made marketers’ jobs any easier, as CMOs must be on the ball with operations outside of their usual remit, including the supply chain and employee welfare.

“That actually can make it more complex because you now have the machine works in place to activate immediately,” said Muhl. “You now are agile, and with great power comes great responsibility. You have to be thoughtful: What are my brand’s values? Where are my exposures as a brand?”

If and when a stronger consumer-facing platform becomes appropriate, the pandemic carries other lessons as well, according to Muhl.

“What we’ve learned through COVID is that it’s very easy to hit a kind of message fatigue. It’s important to recognize that these crises are not experienced in a monolithic way,” she said. “There needs to be more than one message and it should be folded into a range of other things that you’re saying.”


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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