Page 24 - WhitePaper_MC&I Benchmark in Covid19 Era

TRACKS

GUIDE MC&I EFFORTS IN THE “NEW NORMAL”
Marketers emphasized that it would be useful for AIMM to provide new, updated guidance on
MC&I marketing. This guidance would include insights on each diverse segment, their new
behavioral patterns, media consumption, and so on.

FORGE BROAD-REACHING PARTNERSHIPS TO FACE CHALLENGES
Respondents also suggested AIMM and its member companies could form broad-reaching
partnerships to help companies best navigate MC&I marketing. It was suggested that AIMM
could forge partnerships with other organizations that provide insights to consolidate the
sources of information available to companies. Additionally, several respondents suggested
that AIMM could foster partnerships among AIMM member companies, allowing members to
work together to best address MC&I consumers. Such partnerships could allow companies to
collectively brainstorm how to best use their resources to serve communities in need.

In light of many of the economic and social consequences that have arisen during the pandemic,
such partnerships could also form an alliance to “jointly tackle structural racism and bias in
terms of spending,” as such inequities are now deeply apparent.

#HelpALL
Survey responses mentioned that AIMM could coordinate/identify ways in which the industry
can support various MC&I efforts. This may include building awareness of organizations to
support or encouraging brands to take a stand on social issues, such as the increased racism
towards Asian-Americans.

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