Good morning, events are canceled. Now what? 

“This is the time to embrace integration, create comprehensive, compelling and even longer-lasting campaigns that surpass single executions and reach audiences at a new scale.” Those are the words of Kathleen Gratehouse, co-founder and principal of Highwire PR, in a feature that offers strategies to help brands make the most of what they have at a time when live events and traditional marketing activations are on hold

From re-assessing your core objectives to shifting your thinking to audience-first and channel-native, Gratehouse champions the approach of doubling down on what’s working, rather than reinventing a perfectly good wheel.

In predictable fashion, COVID-19 is also having a dramatic impact on search behavior. During Monday’s Live with Search Engine Land episode, Merkle senior SEO manager Alexis Sanders shared some representative client data highlighting some of the wild swings in click behavior as social distancing took hold. A large grocery retailer saw click growth skyrocket by 433% in mid-March, while an online discounter saw click growth drop by 56% during the same period. A hotel client saw revenue from bookings plummet to a 1/10th of what they typically see.

It’s a small sample, to be sure, but it highlights the striking distances between the so-called winners and losers in this crisis — at least for the time being.  

Taylor Peterson,
Deputy Editor

 
 
 
Mindful Moment
 

We’ll be sharing daily mindfulness exercises to help us all take some time to decompress. If you have a suggestion, please email me at tpeterson@thirddoormedia.com

“Go for a walk, don’t take your phone. Count your steps and as you do so, focus on how your feet hit the ground one at a time,” suggests Marc Sirkin, Third Door Media’s SVP of marketing and experience. 

If you’re unable to go outside, you can still practice this. Take a “stroll” around your home or apartment. You might even see your surroundings anew. 

 

The seven elements of a high-converting landing page

This guide from SharpSpring is written for any marketer looking to initiate or improve their landing page strategy. It will guide you through everything you need to know to allow you to create and optimize landing pages for your website. Download your copy to discover the seven elements of a high-converting landing page and get tips on testing and optimization.

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Social Shorts
 

Instagram lets you scroll with your friends – virtually, of course

Instagram wants to make social distancing easier. Instagram has rolled out a new feature called Co-Watching, designed to let users browse posts with friends over in-app video chat. The feature can be accessed by starting a video chat through the Instagram Direct messaging tab and tapping the photo icon in the bottom left of the video chat screen. It lets you look at saved, liked, and recommended posts together as a group. Why we care: There aren’t many use cases around how brands can take advantage of the feature, or if the feature will still be available once COVID-19 content begins to fade out. For now, it’s important to note that Co-Watching marks another move by Instagram to keep people connected while fighting back against coronavirus-related misinformation. Source: The Verge

Twitter issues profit warning. As the pandemic climate continues to depress ad spend, Twitter is giving its investors a heads up that its financial performance is expected to fall short this quarter. Twitter said it would post an operating loss in the first quarter and that sales would decline “slightly” compared to the same quarter last year. Why we care: Twitter’s announcement is a signal that – just like traditional ad-driven businesses – even social media platforms aren’t immune to the ripples of ad rev loss in this crisis. Source: Wall Street Journal

 

"What should I look for in a call analytics solution?"

There’s nothing like curling up with a good book — or good Marketing Intelligence Report — when you’re stuck inside. MarTech Today’s Enterprise Call Analytics Platforms guide is an insightful and informative read that will help you understand the current landscape of call analytics platforms and what trends you should watch for.

Get your free copy now! »

 
 
 
What we're reading
 

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

Facebook Knew Audience Metric Was Bogus for Years, Amended Lawsuit Claims – The Motley Fool 

Create a Holistic Paid Strategy With Paid Social & Search – Seer Interactive

Former founders of SocialRank have launched a job board for COVID-19 layoffs – TechCrunch

Salesforce Shapes Up as a Buy Amid Selloff – The Street

Marketers fear remote working will ‘compromise’ their brands during coronavirus crisis – Marketing Week

Maryland approves ‘digital advertising tax’ and New York could be next – AdAge

Movie Industry, Newspapers Join Request To Postpone California Privacy Enforcement – MediaPost