American Marketer
Software and technology
The pandemic recession demands a digital response

Digital transformation was never optional. But most firms treated it that way, applying digital technology in dribs and drabs – until COVID-19 shuttered economies and forever altered the patterns of life and work and commerce.

Marketing
How PR can help you salvage the second half of 2020

This week marks the mid-way point for the year, and it is usually a time to assess your business plan and consider how you can improve in the third and fourth quarters.

Legal and privacy
What Google’s new policy on counterfeit goods listings means for luxury brands

Whilst far from perfect, Amazon and Facebook, when notified about a counterfeit, will at least respond and take some action – eventually. Google, prior to a recent development, would not.

Marketing
How fashion brands’ new creative direction is affecting content production

Key insights on how to create an effective editorial plan in response to fewer marketing events and the need to master digital channels and push ecommerce.

Legal and privacy
Sohm v. Scholastic Inc. decision points to cost-effective ways to register copyrights

The case, Sohm v. Scholastic Inc., involved a claim by a photographer, Joseph Sohm, who created 89 photographs. Rather than register them himself, he used a service by Corbis Corp. to register the copyrights.

Marketing
3 marketing must-haves to prepare for a renewed COVID-19 lockdown

We know it could happen. We knew that we would see the COVID-19 coronavirus cases increase as U.S. states reopened, and that is what we have seen.

Marketing
3 marketing must-haves to prepare for a renewed COVID-19 lockdown

We know it could happen. We knew that we would see the COVID-19 coronavirus cases increase as U.S. states reopened, and that is what we have seen.

Food and beverage
Unique challenges of marketing to moms amid COVID-19

If marketers thought they understood the modern mother, COVID-19 should deflate that optimism.

Marketing
Why businesses must act digital – before it is too late

Just about all business leaders understand how COVID-19 crisis has magnified the need for digital, specifically virtual interaction with customers and employees.

Legal and privacy
Legal landmines that brands may face as COVID-19 restrictions are lifted in US

Due to the uncertainties related to COVID-19, many employers allowed employees to work from home or offered flexible work arrangements. Have those new, temporary policies exposed brands to lawsuits?

Retail
Fraud in the Age of Coronavirus

The type and volume of purchases has changed and spiked in certain industries, while the demographic of those making online purchases has shifted, too.

Marketing
5 laws of post-pandemic financial recovery

Avoid defining yourself solely by your products or services. Those criteria alone may create a limited view since certain products can become irrelevant as tough times change market demand.

Columns
Luxury retailers should leverage COVID-19 to deepen relationships with key clients while pivoting

COVID-19 has sowed the seeds for a potential fundamental decoupling of high-end luxury purchases from the assumed luxury experience.

Financial services
Alternative options for US consultants and small brands not eligible for PPP or EIDL funding

While there has been a lot of attention and noise around government funding assistance, not every entrepreneur finds himself or herself in a position to take advantage of such resources.

Marketing
Pandemic as pivot: How will your company emerge from COVID-19?

Times of crises especially reveal what kind of character people, and companies, have. The COVID-19 coronavirus pandemic is no exception.

Retail
Brands should incentivize consumers to go green

As it stands now, encouraging consumers to recycle is largely under-utilized.

Legal and privacy
Buying a brand out of bankruptcy: What are you really getting?

Such names as Barneys, Sonia Rykiel, Roberto Cavalli and Diesel all went through the bankruptcy process. Now, with the severe economic impact of COVID-19, it seems likely that bankruptcy filings in the luxury and fashion world will only increase.

Retail
Maintaining a high-touch experience in the new normal

A troika of disruptions – the global COVID-19 pandemic, racial tensions in the United States and environmental changes threatening to reshape markets – has created a new normal. This, understandably, has changed the mindset and buying patterns of many.

More Stories

How PR can help you salvage the second half of 2020
By

This week marks the mid-way point for the year, and it is usually a time to assess your business plan and consider how you can improve in the third and fourth quarters.

What Google’s new policy on counterfeit goods listings means for luxury brands
By

Whilst far from perfect, Amazon and Facebook, when notified about a counterfeit, will at least respond and take some action – eventually. Google, prior to a recent development, would not.

How fashion brands’ new creative direction is affecting content production
By

Key insights on how to create an effective editorial plan in response to fewer marketing events and the need to master digital channels and push ecommerce.

Sohm v. Scholastic Inc. decision points to cost-effective ways to register copyrights
By

The case, Sohm v. Scholastic Inc., involved a claim by a photographer, Joseph Sohm, who created 89 photographs. Rather than register them himself, he used a service by Corbis Corp. to register the copyrights.

More Columns