• by Michael McLaren , Op-Ed Contributor, October 8, 2020

We’re in the final month of a contentious presidential election cycle while still reconciling with an unpredictable global pandemic. Marketers know and feel these pressures, as displayed by this week’s data. Intent data is showing marketers’ interest in harnessing one of the most powerful avenues to disseminate one’s message -- social media -- as well as efforts to expand audiences and monopolize their attention. 

With social distancing guidelines, much of the grassroots campaigning and other efforts to get voters to the polls has gone by the wayside. Instead, social media has taken on the grassroots role of reaching important constituent groups through a swell of political messaging on Facebook, Twitter, etc.

As social media firms navigate a polarizing election season, we are noticing a lot of interest in “social business,” particularly “social media optimization (SMO),” “global social media marketing” and “Twitter.” Considering their vast role in society, and the existential need for corporate behavior to transform during the pandemic - corporations and social media platforms alike will need to be prepared for the dissemination of news on Election Day and beyond, most of which will play out online.    

We are seeing the greatest discrepancy among brands and agencies when it comes to “lead generation consulting.” While much has changed over the past several months, perhaps one of the most important changes has been the expectations among buyers and sellers. While there are of course plenty of businesses still simply in survival mode, many are not.

Arguably the most important tactic that will help businesses navigate the post-pandemic ecosystem is monitoring marketing performance and ROI. A sudden spike in lead generation consulting indicates that many companies are looking outside of their organization, and in some cases their partner ecosystem, for an extra helping hand to develop the strategies and content necessary to build a list of qualified, educated prospects who are ready to engage their brand. 

Interest in “roadblocking,” which Bombora defines as “when an advertising campaign creative is the only brand on a particular page or website, taking over all ad sizes at once” rose abruptly in early October. In a landscape where it’s increasingly more difficult to stand out, the battle for consumer attention rages on and the data reveals that brands are looking to adopt this media planning strategy in order to attain 100% share of voice and cut through the clutter.

However, brands mustn’t lose sight of their marketing efforts in the value exchange economy. After all, the disconnect between a marketer’s intent and a consumer’s expectation is stark. Flashy graphics that command consumer attention run the risk of alienating or turning off customers completely. In this regard, the quality of creatively-led experiences cannot be overstated as it is the only tool in marketer’s toolbox that has the ability to create distinct and connected experiences that create a place for brands to live in people’s lives.