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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-119103" class="et_pb_post post-119103 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-covid-19-marketing-resources article-tags-marketing-strategies article-function-conversion-optimization article-function-merchandising-ecommerce article-function-leadership article-function-marketing article-function-product-management article-type-industry-research article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">Recommended COVID-19 reading – a curated list of the week’s top marketing articles</h1><h2 class="article-excerpt">A collection of recommended reading from the Dynamic Yield team to help digital marketers face new challenges in light of the COVID-19 pandemic.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/LeahRetta-81.png" alt="Leah Retta" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/leahretta/" title="Posts by Leah Retta" rel="author">Leah Retta</a></div><div class="article-author-title-text"> Content Writer</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p><a href="https://www.dynamicyield.com/blog/tag/covid-19/" class="covid-banner-wrapper"><span class="covid-banner-span">COVID-19 Marketing Resources</span> →</a></p><p>Given the growing business and customer experience implications presented by COVID-19, proactive education is absolutely critical. But as the situation continues to evolve with each day, the helpful resources of today may quickly become outdated tomorrow.</p><p>To better assist marketers and executives in discerning where to invest their precious energy, we’ll be updating this page with some of the top reading material published throughout the week.</p><div class="toc-section" style="margin-bottom: 33px; padding-bottom: 3px; background: #eeeeee3d; padding-left: 12px; box-shadow: 0 0 10px #eee; border: 1px solid #eeeeee94;"><div style="padding: 11px 6px 0px 0px; font-size: 18px; margin-top: 6px; font-weight: 800; left: 0;">Reading list</div><div style="margin-top: 10px; font-size: 12px; margin-left: -23px;"><table style="border: none;" border="0"><tbody><tr><td style="vertical-align: baseline; padding: 0px 0px 0px 23px;"></td><td><p>– <a href="https://hbr.org/2020/05/what-family-businesses-need-to-adapt-to-a-crisis/" target="_blank" rel="noopener noreferrer">What family businesses need to adapt to a crisis</a></p><p>– <a href="https://www.mckinsey.com/business-functions/operations/our-insights/jump-starting-resilient-and-reimagined-operations" target="_blank" rel="noopener noreferrer">Jump-starting resilient and reimagined operations</a></p><p>– <a href="https://www.forbes.com/sites/martyswant/2020/05/11/marketers-are-using-pinterest-to-identify-the-covid-19-aesthetic/#1dcb3cc33d64" target="_blank" rel="noopener noreferrer">From ‘virtual sleepover’ to ‘accent wall dots,’ marketers are using Pinterest to find COVID-19 hobbies</a></p><p>– <a href="https://www.clickz.com/the-role-of-marketers-in-a-post-covid-19-world/261475/" target="_blank" rel="noopener noreferrer">The role of marketers in a post-COVID-19 world</a></p><p>– <a href="https://www.marketingweek.com/jp-hanson-answers-getting-through-pandemic/" target="_blank" rel="noopener noreferrer">There are no one-size-fits-all answers for getting through the pandemic</a></p><p>– <a href="https://sloanreview.mit.edu/article/growth-opportunities-for-brands-during-the-covid-19-crisis/" target="_blank" rel="noopener noreferrer">Growth opportunities for brands during the COVID-19 crisis</a></p><p>– <a href="https://www.nielsen.com/us/en/insights/article/2020/scenarios-beyond-covid-19-rebound-reboot-reinvent/" target="_blank" rel="noopener noreferrer">Scenarios beyond COVID-19: Rebound, reboot, reinvent</a></p><p>– <a href="https://www.marketingdive.com/news/why-sustainability-could-be-more-crucial-and-difficult-for-brands-in-th/577503/" target="_blank" rel="noopener noreferrer">Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era</a><br /></tr></tbody></table></div></div><p>Some of the key findings from these articles include:</p><ul><li>The importance of gaining consumer trust is at an all-time high</li><li>Many organizations are working to rethink organizational structures and operations to protect against future threats</li><li>Marketers are taking more creative approaches toward unearthing new, innovative, digital strategies to deploy to maintain consumer attention</li><li>Organizations are assessing all of their options for the recovery phase</li></ul><h3><strong>Harvard Business Review: What family businesses need to adapt to a crisis</strong></h3><p>Family businesses must handle crises in a unique way compared to the average business. Unlike a business with an anonymous mass of investors, engaged family enterprise owners definitively care about the economics of their investments, but are also keenly focused on the many internal and external stakeholders who have enabled their success. <a href="https://hbr.org/2020/05/what-family-businesses-need-to-adapt-to-a-crisis" rel="noopener noreferrer" target="_blank">In this piece from Harvard Business Review</a>, learn how multigenerational organizations trudge forward, providing stability and direction in a sea of volatility.</p><h3><strong>McKinsey: Jump-starting resilient and reimagined operations</strong></h3><p>The health crisis has forced organizations to reconfigure their operations, transforming them from the ground up. Successful companies will work to redesign both their operations and their supply chains to protect their business against aftershocks and future disruptions. In this article, <a href="https://www.mckinsey.com/business-functions/operations/our-insights/jump-starting-resilient-and-reimagined-operations" rel="noopener noreferrer" target="_blank">learn about the three steps organizations can take</a> to update their current operating procedures.</p><h3><strong>Forbes: From ‘virtual sleepover’ to ‘accent wall dots,’ marketers are using Pinterest to find COVID-19 hobbies</strong></h3><p>Marketers are thinking on their feet, looking to understand changes in consumer behavior to deliver better digital experiences. Looking to unearth trends and draw inspiration, <a href="https://www.forbes.com/sites/martyswant/2020/05/11/marketers-are-using-pinterest-to-identify-the-covid-19-aesthetic/#1dcb3cc33d64" rel="noopener noreferrer" target="_blank">learn how Pinterest search data is helping marketers</a> predict consumers’ mindsets.</p><h3><strong>ClickZ: The role of marketers in a post-COVID-19 world</strong></h3><p>For the past two months, consumer sentiment has shifted due to disruptions since the onset of the coronavirus pandemic. To better understand this shift, McKinsey conducted a survey across 40 countries. <a href="https://www.clickz.com/the-role-of-marketers-in-a-post-covid-19-world/261475/" rel="noopener noreferrer" target="_blank">ClickZ boils down the findings and insights</a>, explaining how marketing leaders are navigating the crisis and planning for the recovery phase.</p><h3><strong>MarketingWeek: There are no one-size-fits-all answers for getting through the pandemic</strong></h3><p>Executives and thought leaders are in a peculiar position right now – being urged to make strong, confident decisions to exude a sense of stability to those that rely on them. But the reality is, nuances of each business mean each has a unique decision to make on whether to spend or save. <a href="https://www.marketingweek.com/jp-hanson-answers-getting-through-pandemic/" rel="noopener noreferrer" target="_blank">In this think piece</a>, heed some advice on the complexities of strategic decision making during a crisis.</p><h3><strong>MIT Sloan Management Review: Growth Opportunities for Brands During the COVID-19 Crisis</strong></h3><p>The current, unprecedented state of the market and eCommerce presents a unique opportunity to small and mid-tier brands: a chance to compete against larger, more established rivals. With more consumers now turning to digital for all of their shopping needs, <a href="https://sloanreview.mit.edu/article/growth-opportunities-for-brands-during-the-covid-19-crisis/" rel="noopener noreferrer" target="_blank">learn how marketers at SMBs and mom-and-pops</a> can rethink their value propositions right now to capture consumer attention.</p><h3><strong>Nielsen: Scenarios beyond COVID-19: Rebound, reboot, reinvent</strong></h3><p>Governments, localities, and businesses are mapping plans for the recovery phase of the pandemic, identifying safe and feasible ways to open up shops, restaurants, and public spaces. In response, many are wondering how the market will recover and what the process looks like over the coming year. <a href="https://www.nielsen.com/us/en/insights/article/2020/scenarios-beyond-covid-19-rebound-reboot-reinvent/" rel="noopener noreferrer" target="_blank">In this piece from Nielsen</a>, read about three unique frameworks for global market regeneration.</p><h3><strong>Marketing Dive: Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era</strong></h3><p>While many may be tabling sustainability practices in the short-term, many marketers have found it to be a focal point during a period of disaster, especially as they work to gain consumer trust. Learn more about the unique opportunity they are being faced with to pivot toward more sustainability-minded strategies <a href="https://www.marketingdive.com/news/why-sustainability-could-be-more-crucial-and-difficult-for-brands-in-th/577503/" rel="noopener noreferrer" target="_blank">in this piece from Marketing Dive</a>.</p><p><span style="font-weight: 400;">Consumer behavior will continue to shift over the coming weeks, and we’ll be here to provide you with the necessary information and insights you need to remain agile and ensure long-term success for your organization. Check back next week for more resources and visit our <a href="https://www.dynamicyield.com/covid-19">COVID-19 marketing hub</a> for the most up-to-date strategies and insights for dealing with ongoing business challenges.</span></p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/covid-19-marketing-resources/">COVID-19 Marketing Resources</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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