5 Key Marketing Updates You Need to Know This Week – December 9th

Since marketing methods are always being updated, you need to be too. 

Stay in the know with these advertising news stories from the past weeks, updated December 9th, 2021.

1. Learn to plan for your digital legacy.

Have you ever wondered what happens to your digital information after you pass away? Something has to be done with all the photos, tweets, Facebook messages, texts and other items you have backed up in the cloud.

  • In the majority of US states, the revised Fiduciary Access to Digital Assets Act provides the executor of your will legal standing to access your online accounts, websites and other digital assets other than your social media accounts. You also may want to provide a relative or friend your account information and passwords as well. Or, you might want to store your information in a secure place and let someone know where it is.
  • Although you can include in your will who you want to have access to your social media accounts, it likely will be a hassle for them to prove they have the right to handle your accounts. To alleviate this issue, many companies let you clarify who is authorized to handle your cloud and/or social media accounts if you are unable to.

Apple’s iCloud Digital Legacy program lets you name up to five Legacy Contacts who can access and download your data after your death. Each contact will need your access key and a copy of your death certificate.

Google’s Inactive Account Manager lets you decide whether to activate the program if your account is inactive for 3,6, 12 or 18 months. If you haven’t gone into your account, Google will use your verified phone number and/or one or more email accounts to contact you a month before your set time to make sure you’re no longer around. You can list up to 10 people who should be notified that your Google account hasn’t been used and which apps they should have access to, such as your calendar, contacts and purchases. You also can activate a Gmail message to anyone who emails you after the manager begins to let them know your account no longer is active. Plus, you may have your Google account and all shared public data, such as YouTube videos, deleted 3 months after your account is declared inactive. The individuals with access to your account can save anything they want before it’s deleted.

Facebook Memorialization Settings let you give someone access to your account after you pass away. The person will be contacted by Facebook and can manage tribute posts on your site, delete your page, accept friends and update your profile. The company will memorialize your account with the word “Remembering” on your page. Or, you may request that your account be deleted.

Twitter does not allow posthumous access to your account. If someone wants to close it down, they need to fill out a form and send the company a substantial amount of paperwork, including their ID and a death certificate.

Instagram will memorialize your account when the company receives proof of your death, such as a newspaper clipping or death certificate. Your family may ask that your account be closed if they provide adequate proof. Nobody will be given access to your account.

Find out more

2. Learn 5 ways to fix your sales and marketing misalignment.

Since the misalignment between sales and marketing is a trillion-dollar problem, it needs to be addressed. When your teams work together, they maximize brand awareness, increase revenue and strengthen communications with your customers throughout the buyer’s journey.

  • Join this webinar presented by Drift’s Meghan Flannery, director of go-to-market, and Julianne Thompson, director of sales development, to learn best practices to promote harmony between your sales and marketing teams.
  • Discover actionable campaign ideas, technologies that maintain honesty within your teams and more.

Sign up here

3. Advertising agencies are finding ways to help fight climate change.

Advertisers who are adept at communicating their clients’ sustainability efforts in marketing materials are taking a closer look at how they, too, can combat increasing planet temperatures and their effects.
Many smaller agencies are working with the North Carolina startup Green Places to become carbon neutral.

  • Green Places audits its clients’ carbon footprint and recommends behavioral and business changes to reduce the impact on the environment. This may include incentivizing remote work and mass transit commuting and reducing air travel. The company also provides an offset dollar amount to invest in eco-friendly companies and projects to further reduce an agency’s carbon footprint to zero.
  • Agency employees may be encouraged to reduce their personal footprints through composting or offering matching incentives to individual carbon-reducing efforts and charitable contributions.
  • Although advertising agencies help shape consumer behavior, many smaller agencies lack the budget to hire an employee or consultant to focus solely on environmental impact. Green Places provides an affordable, one-stop-shop for climate action. The agencies can combine their resources with other businesses to make a bigger impact on the earth.

Get more details

4. Turn your hobby into a business in 8 steps.

Have you thought about using your joy of making things to create a business? There are some things to consider and how you can begin.

  • Keep in mind that the government may consider your hobby income as real income that needs to be claimed. If this is the case, you may be able to deduct expenses such as material costs or a portion of utilities if you have a home-based business.
  • Research whether there is demand for what you are offering and whether you will bring value to the market. You need to be able to scale your production to create a sustainable business.
  • Consider whether you can fulfill the expectations from customers, vendors and retail partners. Whereas your hobby may be your distraction from work and stress, turning it into a business can create work and stress.
  • Think about whether you want to keep your business as a side hustle or transition it into full- time income. This will affect how much you scale your business.
  • Include your learning curve for starting a business. If you have little or no knowledge or experience, you can use a platform such as Shopify to launch your business in a short amount of time.

Steps to turn your hobby into a business:

  1. Create your business model. Figure out whether you want to run your business from home, work independently or with a business partner, or outsource or hire for any part of the process. Include whether you will sell finished goods or services and sell online, in-person or both. Then, write a business plan based on your decisions. Include how you will secure funding, what your launch timeline is and other pertinent details. Keep in mind that as you grow, your business structure may change. You can update your model accordingly.
  2. Establish your brand. Define what your product or service stands for, your brand voice, your visual guidelines and your brand story. Creating a strong brand helps to establish your logo design, website, social media content, packaging and other assets.
  3. Think about your funding options. You probably own the equipment needed to create your product or service. However, you may need to upgrade your machinery, buy in bulk or transform rooms in your home to dedicated workspaces. You might want to apply for a loan, small business grant or capital offer to cover these expenses. Or, you could start a crowdfunding campaign, use your savings or invest your profits back into the business for growth.
  4. Streamline your processes and workspace. Since you’ll be spending more time in your work area, you may want to consider ergonomics, the flow of your workspace and whether your work area meets the legal requirements for ventilation and safety. For instance, you might want to invest in a better chair or desk or rearrange things in your workspace to increase efficiency.
  5. Decide on your sales channels. You need to use the appropriate sales channels to target the right audience. For instance, if you create handmade items, you may want to sell on a marketplace such as Etsy so buyers of handmade items can find you. Or, if you sell virtual class subscriptions for DIY activities, you may consider selling on TikTok with Shopify’s integration.
  6. Launch and advertise your brand. Begin promoting your product or service to your family and friends who already support you. Ask them to share your brand through word of mouth. Also, set up social media accounts and a Coming Soon page on your website before your official launch. Create buzz about your offering while growing your email list and followers.
  7. Establish boundaries. Be aware that the places where you worked on your hobby, such as in front of the TV, may not work for your business. Make sure you separate your work area from your life spaces to create boundaries. This will help you maintain work-life integration.
  8. Prepare to scale. Plan to have enough inventory ready to meet customer demand. Ensuring in- stock products and efficient customer service promotes positive feelings about your brand.
    For instance, think about how you will scale after 1, 10 or 50 sales per day. Also, proactively get help, which may involve outsourcing tasks to a virtual assistant or part-time employee so you can focus on production. Plus, look ahead 2, 5 and 10 years to determine what you will need to do to scale your business.

Get started

5. Five creative campaigns you need to discover right now.

5 Spotify: Wrapped 2021 Spotify uses data to look back on the year in listening in unique ways. The new normals and substantial changes are the main focus of 2021. Photography, typography, smart copy and data are tied together in a dynamic thread on billboards to tell the story of our listening habits. Subjects include BTS and Olivia Rodrigo.

4 Panera: Emily Zugay cups Panera Bread partnered with TikTok influencer Emily Zugay to create its 2021 holiday collection of reusable cups for its MyPanera+ coffee subscription. Zugay redesigns popular brand logos to make them more representative.

3 Corona: Corona Island Corona created a branded private island off the Colombian coast that will operate throughout 2022. Offering environmentally themed beach vacations, the company is highlighting both its brand positioning as a beer that was born at the beach and its sustainability methods.

2 PetSmart: Anything for Pets Pawliday Sweater PetSmart is offering personalized gifts for pet owners and their animals. The limited-edition collection includes embroidered matching red sweaters where the pet owner’s sweater displays their pet’s face and the animal’s sweater displays its owner’s face.

1 Visit Sweden: Discover the Originals Visit Sweden’s campaign is using the fame of IKEA product names to highlight the real places they are named after. This includes how the Bolmen toilet brush and the Toftan trash can were named after beautiful lakes. A humorous video contrasts the beautiful destinations with their product counterparts. The places also are promoted with slogans such as “More than just a toilet brush.”

View the campaigns

Need a hand?

At Operam, we look at your marketing as a whole rather than in isolated silos. As a result, we optimize the value you realize from every step of the customer journey, no matter how many channels it entails. Contact Operam today to learn how we can help you reach your marketing goals.