Is B2C totally f*cked?

Coronavirus still grips the global economy. Restaurants and shops are closed. Kath Kidson and Debenhams are going into administration. Airlines are being bailed out and across the world, paid media budges are being slashed. In this episode, we tackle the question ‘is B2C marketing completely f*cked, and if not, what can marketers do right now to not alienate the people that they’re trying to sell to?’ We discuss how people presently engage with bricks and mortar B2C, and how Covid-19 will force innovation in this sector, particularly in the way of creating experiences for customers. We look at the examples of Apple and Tesla who have already pioneered this approach.We also tackle paid media and how brands should be approaching spend, and convincing your boss to continue committing, even if the data doesn’t prove it. Spoiler: it’s all about providing them with logic and sound thinking. These are unprecedented times, and while putting money behind brand feels like the wise thing to do right now, it’s also inadvisable to heed that advice without first applying it to your personal situation and providing justification why it would work for you.Wrapping up, we look to the future, stating what B2C marketers can do in the short and long term to make the most of their marketing.  Key points discussed:Is B2C marketing totally fucked?How people are buying these daysAdvertisers aren’t spending, because consumers aren’t buyingHow do marketers push forward in that environment?Things mentioned in the show: Webinar with Margaret Molloy - https://themarketingmeetup.com/blog/branding-in-the-covid-19-environment-margaret-molloy/Birdseye double down on branding with ads - https://www.marketingweek.com/birds-eye-responsibility-advertising-coronavirus/The best marketers are doubling down on ad spend, not cutting it -  https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/Coronavirus sex toy boom - https://www.wired.co.uk/article/coronavirus-pandemic-sex-toys Hosted on Acast. See acast.com/privacy for more information.