Your Audience Puts a Premium on Trust…Do You?

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Subscribe to our monthly newsletter, Content & Context, to receive future insights and updates on the content marketing world from Skyword CEO, Andrew C. Wheeler.Within three weeks of becoming Skyword’s CEO, I became a first-time parent.While I wouldn’t necessarily recommend tackling these two life events simultaneously, the combination—and plentiful middle-of-the-night thinking hours—have brought an uncanny dose of perspective and clarity.COVID-19 brought another dose of perspective. Global repercussions aside, for us brand executives, the status quo imploded. Events, eCommerce, social, content, advertising…every element of our engagement flywheel demanded evolution.And evolve we have. According to McKinsey, consumer and business digital adoption leapt about five years forward in just the first eight weeks of the pandemic hitting the U.S.Ecommerce penetration jumped from 16 percent in 2019 to 33 percent by April, 2020. And consumers turned toward us. According to Edelman, who conducted a special brand trust survey during the pandemic, consumers turned to brands more than the government to help solve the challenges at hand. Around 85 percent of consumers wanted us, brands, to provide them with news and instruction to help them navigate the crisis.Trust is at a premium like never before. And the onus is …

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