The fallout from the Jan. 6 siege at the United States Capitol continues to reverberate across the busines world. As we noted last week, the events prompted some brands to pause their marketing campaigns. This week, Snap and YouTube joined Twitter and Facebook/Instagram in banning or suspending President Trump’s accounts. And with the inauguration in sight, cities across the country are bracing for another period of unrest.

Contentious times like these call for brands to be adaptable and agile. We explore how agencies can help clients create stability amid the chaos of another tumultuous year, from building relationships to investing in consumer insights to designing adaptable business strategies.

In other news, gaming’s virtual roots have worked to the advantage of streaming platform Twitch, which has emerged a winner in a world of pandemic-fueled lockdowns. We look at how it has achieved growth while continuing to serve core users and how non-endemic brands can approach marketing to the platform’s audience.

On the brand side, beauty companies are benefitting from streaming as well. An example is Estée Lauder, which leveraged livestreaming sales during the pandemic. A reinvention of the shopping experience is immanent, according to L’Oréal’s digital chief, and brands like Estée Lauder are using tech to reach new consumers and drive conversions.

Lastly, the tech extravaganza that typically descends upon Las Vegas this month has gone virtual—and product marketers have had to adapt. We chat with Cadillac executives about virtual product launches, the challenges—and opportunities—of showcasing a new user experience in such as setting and the importance of personalization and UI in marketing automobiles today.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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