From heads of marketing stem many functions: events, communications, social media and much more, so we wanted to hear directly how their strategies and tactics (and budgets) have been affected by Covid-19. We brought together esteemed leaders Jason White, Chief Marketing Officer, Curaleaf; Melody Lee, Vice President Brand Development, Shiseido; and Laura Dowling, Chief Marketing Officer, Digital Brands Group to share their intel.

The takeaways: 

• Social media is a good place to watch and follow the cultural conversations consumers are having. Take note here so you can alter the way you talk about your product to fit the narrative 
• There’s a higher comfort level in e-commerce now, as consumers have generally become more tech savvy and trusting of tech 
• Industries like cannabis and beauty experienced a hard pivot to revamp a primarily IRL experience into a strong digital infrastructure; brands must try to replicate the personal experience to the best of their ability via live streaming, virtual consultations, etc
• The impending challenge is how to tie e-commerce and physical experiences harmoniously 
• This period is less about your (likely limited) budget and the ROI you can squeeze out of it, and more about reevaluating the actual content, communications and messaging your brand is behind
• Marketers have had some time now to look hard at their messaging. Now is the time to hone in on the core message your brand is driving home
• Content, content, content - but quality over quantity, always. People expect a more raw, sincere tone right now 
• Consumers are craving hyper-curated, personalized CRM. This is a good time to use your owned channels, like email, to reach potential customers
• When moving around budget, ask: Where can you put your focus to still make your business successful?
• With the pandemic and social movements, people expect brands to be better citizens. It’s not enough to just put words out there, they must be backed up by action
• Social moves fast: Beware that consumers will be watching and calling out whether you speak up or not - and what you say if you do speak. Make a holistic choice before you talk about it
• Don't get caught up in your plans. Instead, be responsive to what’s going on in culture, and the convos that are driving momentum in society - people following continuation of culture, not brand messaging
• Embrace the positives of the new normal, like how creative we’re being forced to be, and the rejection of doing something because “we’ve always done it this way”  
• There is no replacement for strong leadership. There will be pivots and mistakes, but if people are experiencing comfort from their leadership, that’s what keeps companies moving forward and keeps teams united