When an organization suffers from a crisis, you probably think about the PR agency or CEO as part of the response. But what about marketing?
Marketing has access to the customer data and develops the voice of the brand, which makes the marketing team a crucial part of any crisis response. Marketing is where the organization’s communicators work, where the company gains its visibility into channels like social media and, if the crisis involves customer experience or data, marketing is well positioned to investigate what caused the problem.
In this episode of the MarTech.org podcast, we’re discussing the role of marketing in a crisis with Jessica Shapiro, CMO of LiveRamp.
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About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.