Covid-19 has impacted a lot of businesses and has changed everything about the way businesses operate. Now it’s critical for brands to take into consideration the upcoming disruptions and challenges in order to “Thrive” and prepare for the “New Normal”
Learn how digital marketing is evolving and how resilient organizations should leverage digital media to thrive in times like these. Join us for the panel discussion with Industry experts & uncover top tips, trends & strategies in digital marketing space.
We have put together a panel of experts who are the authorities in digital marketing we have with us:-
1.Garrett Mehrguth, CEO @ Directive & International Speaker
2.Michael Barber,SVP, Chief Creative Officer / Marketo 50 Fearless Marketing Leader
3.Neal Schaffer, Author, The Age of Influence | Digital / Social Media / Influencer Marketing Speaker & Consultant | University Educator
4.Carlos Gil Author, Instructor, Speaker, Social Media Consultant
5.Alan See, Marketing at Eco Engineering and a “Top 50 Most Influential Chief Marketing Officer’s on Social Media” and “Marketer of the Year” by American Marketing Association.
Chris Lockard, LC
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Living in a new world where in-person interactions have been drastically reduced has forced many companies across various industries to transform their business models more rapidly than one would have ever thought possible six months ago. The pace at which companies have scaled their online commerce platforms, curbside pickup and delivery businesses, and remote working capabilities has shown the technology to make tectonic shifts to the status quo can happen in record time.
With transportation needs shifting because of workers no longer being required to go to an office in a centralized district, the financial strain that will be placed on our cities’ mass transit systems will be huge. Coupled with the fact that many still view mass transit as unsafe because of many people in a small area point to a long recovery before we see crowded subway cars and buses again. Gathering with coworkers for lunch will no longer involve an elevator ride followed by a walk to a nearby restaurant. It will now consist of multiple people getting into their individual cars and meeting somewhere. Other tasks that may have been done on the way home by commuters will be short trips from home and back.
Those alone point to increases in dependence for personal vehicles but when you add in the increased demand for delivery services using light duty vehicles and ride sharing like Uber and Lyft, the potential increase in emissions could be huge. Studies already show that Uber and Lyft generate up to 50% more emissions than if that rider took themselves from point A to point B in their own vehicle. Because of this Lyft recently announced their goal of having 100% of their US “fleet” to be electric by 2030. Traditional delivery services like UPS and Amazon have already placed large orders for electric delivery vehicles however these orders still only represent a small percentage of their overall fleets. Short trips to the grocery store, to lunch, to get a haircut, to go to a place of worship, and the like, are all ideal for being able to say yes to becoming an EV owner.
However, to drive adoption of electric vehicles there needs to be a tremendous increase in charging infrastructure. Germany has recently announced a requirement that all gas stations to install an EV charging station thereby making charging locations equally as convenient as filling up with gasoline or diesel. Germany, also a large adopter of renewable energy, will be able to fulfill this increased electricity demand largely without increasing carbon emissions. In the US, renewable energy investment is projected to top fossil fuel exploration investment for the first time ever. While this is a good start, the amount of future investment needed to meet the goals set forth by many cities, states, and businesses has to keep increasing at a record pace.
The piece that ties this all together though is cost effective energy storage. Being able to build a coast to coast network whereby people don’t suffer “range anxiety” when thinking about taking a trip beyond their local grocery store will require that some charging stations exist in remote locations which may not have the necessary electrical infrastructure today. Also, to ease congestion on the electricity grid it may be necessary to switch between grid supplied power or power stored in batteries (or some other system) to allow for reliability of charging.
We have a once in a generation opportunity to reshape the future of transportation. Policymakers, traditional and non-traditional automakers, the private sector, and utility companies are all headed down this path already. We have proven that what seemed like monumental tasks in other industries where they were happy to settle for incremental change over the next many years was possible to effect step function type change in a matter of months. Global emissions are down leading us to see wildlife in new places, clear water where it had been dirty as long as anyone could remember, vegetation growing where it hadn’t in years and people breathing cleaner air. Let us not let this opportunity to keep a lid on those emissions slip away.
Director of C&I Business Development
The Mindset List for the incoming college class of 2024 provides some valuable social, economic, and cultural markers for this group of individuals born for the most part in 2002. Let’s take a look at the world through their eyes:
- Like Pearl Harbor for their grandparents, and the Kennedy assassination for their parents, 9/11 is an historical event.
- Thumb, jump, and USB flash drives have always pushed floppy disks further into history.
- The primary use of a phone has always been to take pictures.
- Oklahoma City has always had a national memorial at its center.
- Because of Richard Reid’s explosive footwear at 30,000 feet, passengers have always had to take off their shoes to slide through security on the ground.
- PayPal has always been an online option for purchasers.
- They have witnessed two African-American Secretaries of State, the election of a black President, Disney’s first black Princess, and the rise of the Black Lives Matter movement.
- As they crawled on the floor, TV headlines began crawling at the bottom of the TV screen.
- “Pink slime” has always been a food additive.
- YouTube has become the video version of Wikipedia.
- Apple iPods have always been nostalgic.
- They have always been able to fly Jet Blue, but never Ted and Song.
- Quarterback Troy Aikman has always called the plays live from the press booth.
In general, the Mindset List is a statement of experiences and events that shape the views of this year’s freshmen. It’s how they see and understand what occurs around them. And since most people believe their views are accurate it must also represent their understanding of the truth. Their perception is their reality.
Marketing is involved in the process of dealing with perceptions. What makes the process even more challenging is that consumers make purchasing decisions based on how light mingles with form. Light transforms our perception of the colors around us. For example, natural light, influenced by the weather, season and position of the sun (and moon), affect the intensity and hues of an object. Artificial light also alters how we discern color. For instance, a standard incandescent bulb will make everything in its vicinity look “warm,” similar to a sunrise or sunset, while modern LED bulbs can emit a much cooler light, close to that of an afternoon outdoors. These differences can help tell a story and even manipulate the emotions that influence a purchase. The positioning and intensity of light are also influencing factors.
In short, we make purchasing decisions based on our perception of reality. If your organization views the world through a product-centric position you may be inclined to dismiss the light perception challenge. Market research facts and figures convince you that the real truth is on your side and that the best product, your product, will win. Do you believe that all you need is to have the truth on your side?
Most of us struggle to get past our perceptions, that’s why marketer’s need to embrace the phrase “through the eyes of the customer.” Let the engineers at Eco Engineering help you position your merchandise in the best possible light.
Eco Engineering Mission
We help our customers lower their operating costs while improving the visual appearance of their facilities. We are proud that our services reduce energy consumption and help preserve the world for future generations.
Contact Eco Engineering
11815 Highway Drive, Suite 600
Cincinnati, OH 45241