‘How mobile marketers can prepare for when tragedy strikes’ – Marketing Land
Polly Alluf says, “Am I glad that 2016 is over. From David Bowie to Carrie Fisher and George Michael, the year was full of tragic news of the losses of our childhood and teen heroes.
Tragedies such as celebrity deaths should by no means be considered branding opportunities, but there are times when brands’ plans are affected by the events and they need to pivot quickly. Marketers need to be able to schedule a campaign — and just as importantly, unschedule a campaign — at a moment’s notice. Mobile app owners, in particular, need to ensure that their app doesn’t lag behind other channels.
Looking at the hopefully brighter horizon of 2017, we digital marketers need to make sure we develop the ability to respond quickly to unexpected events, the death of our heroes being an extreme, but all-too-common, example last year.
How quickly can you schedule a campaign in your app?
The first question to ask is: Am I capable of scheduling campaigns at a moment’s notice? Let’s say something big happened in the world, and it’s related to your mobile app; obviously, this is a good opportunity to share your views, celebrate (or mourn) together with your users. It could be related to sports, politics, fashion trends, music — really anything”.
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