Carlota Pico recently spoke with Jasmine Anderson about her role as global content marketing manager at Dometic, a global market leader in branded solutions for mobile living. Jasmine offered insights into the future of vacations in the era of COVID-19, as well as some helpful advice for staying up to date on the industry and adapting your content to different channels. Listen to the interview to hear her story and take advantage of her tips!

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • As our ability to travel has been greatly hindered by COVID-19, more people are looking for alternate modes of vacation like camping, boating, RVs and “staycations.” Dometic has doubled down on marketing in this area to adapt to increased demand.
  • Many companies were forced to go 100% digital with their marketing and sales efforts this year, and customers who were reluctant to shop online were forced to explore ecommerce. Both of these changes are likely to shape marketing in the future.
  • It’s extremely important for marketers to stay on top of the trends pertaining to their brand. There are resources that make this information highly accessible, like Google Trends and AnswerThePublic.
  • When working with content across different markets and languages, it’s vital to trust the people within those markets with content decisions like messaging and word count. They know what will resonate with their audience better than anyone else does.
  • It can be difficult to understand the nuances of different distribution channels, but you always have to adapt your content to them. Jasmine says it’s great to see brands get it right, like Absolut Drinks did with this YouTube video.

Walking the line between creating universal global content and localized content can be difficult, but good processes, tools and trust make it easier.

Rapid-fire recs

What’s your favorite app at the moment?

Right now it’s TikTok. It’s becoming increasingly relevant for brands to have a presence on it, and it’s really entertaining as well. 

A valuable resource, event or group?

I love the Social Media Marketing Podcast; they’re always on top of trends and speaking to the top experts. I also really like The CMO Podcast, where they interview the CMOs of big and small companies. It’s a good way to see what others are doing and draw inspiration from it. 

The last resource I would recommend is Later, an app for social media scheduling. It really helps with distributing your content in the best way possible.

Connect with Jasmine and Carlota on LinkedIn.

This post was edited by Rishabh Agrawal, a freelance content creator based in Madrid.

For more insights into global content marketing:

Stay competitive in a globalized market – Ilia Markov, Bulgaria-based content marketing manager

Focus on quality first – Tom Newcombe, global marketing content manager at CWT

Really get to know your customer – Teodora Takacs, EMEA marketing director

To see the full transcript, click on page number 2 below.