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May 28, 2020

Good morning, have you learned any key marketing lessons this year?

Marketers have had their world turned upside down in 2020, and with such major disruptions comes lessons, including how to manage marketing during a crisis.

“Every day, we’re learning new coping techniques, both personally and professionally, and will continue to recognize new lessons coming out of this crisis for years to come,” writes Kyle Henderick, the senior director of client services at Yes Marketing.

According to Henderick, the brands that are leading right now are the ones taking meaningful actions and showing the human side of their company.

“Numerous brands have rallied to support healthcare workers in various ways,” says Henderick, “Delta, for example, started offering free flights to eligible medical volunteers and went on to expand these efforts, while sports apparel company Fanatics halted production of jerseys and turned its efforts to making face masks.”

Henderick emphasizes the brands that will emerge the strongest on the other side of this crisis are the ones taking the time to deepen their connection with customers — and rewrite the crisis marketing playbook.

Identity resolution vendors come in all shapes and sizes — from large data firms and credit reporting companies to martech platforms that include ID resolution capabilities as part of their offerings. The three largest players in ID resolution are Experian, LiveRamp and Oracle.

“LiveRamp was one of the few identity resolution companies that was aggressive on the M&A front in 2019,” writes Karen Burka. She offers a snapshot of the ID resolution ecosystem in her latest MarTech Today column. If you’re in the market for an ID resolution vendor, be sure to download our latest Enterprise Identity Resolution Platforms Marketers Guide.

We have more below, including a new Scrum Master in Marketing certification course that’s being offered by Agilify Training next month.

Amy Gesenhues,
Senior Editor

Webinar Today: How to Build a Digital Foundation to Transform Your Customer Experience

The COVID-19 pandemic has revealed how critical long-term strategies are. Within the current environment, organizations must establish a digital foundation to quickly pivot when needed. The B2B business unit responsible for servicing restaurants at Tyson Foods followed Lima Consulting Group’s Digital Transformation Model to gain the consensus they needed to align the enterprise just in time to support the dramatic pivot caused by COVID-19. Learn more about the shift made by Tyson, and how they are transforming to deliver a better digital customer experience.

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MarTech Minute

Agilify Training launches virtual Scrum Master certification course

Agilify Training, which offers agile marketing coaching and training programs, is launching a Scrum Master for Marketing course June 24 – June 25. The cost for the course is $850 and it will be hosted virtually, giving attendees the opportunity to earn a Scrum Master in Marketing certification. According to Agilify, the course will cover a variety of topics, including the origins of the Scrum framework, how to create empathy maps, a simulation of a marketing campaign that uses Scrum principles and strategies for prioritizing work. Attendees will also earn 15 PDUs within the PMI and 16 SEUs within the Scrum Alliance.

Why we care: According to AgileSherpa’s recent “State of Agile Marketing” report, education was the most commonly cited barrier to marketers adopting an agile approach. Learning how to implement a Scrum agile marketing practice could lead to improved outcomes with so many marketing operations teams struggling to prioritize projects right now. Of the more than 400 marketers surveyed for the report, 21% said they practiced a Scrum approach compared to 9% that used a Kanban approach — the greatest majority (54%) used a hybrid approach.

In other news …

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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Using a CDP as a CRM Misses the Point – and the Potential – CMS Wire

How Marketers Steer Their Brands Forward – Forbes

Where ad spending is thriving during COVID-19, including a few surprises – Marketing Dive

Baidu open-sources Paddle Quantum toolkit for AI quantum computing research – VentureBeat

Cookieless Web: 3 Areas To Watch In The Second Half Of 2020 – AdExchanger

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