Peter Holmberg recently joined Carlota Pico to talk about his role as global marketing communications manager for Marshall Headphones at Zound Industries. Peter discussed the importance of building consumer trust in ecommerce, explained how Marshall Headphones repositioned its campaigns to show consideration for audiences during the coronavirus pandemic, and offered sage advice for diving into digital marketing trends.

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

Key takeaways

• Evoking the desire to buy a product as personal as headphones online requires a heavy dose of brand trust. In the era of online shopping—which is even more prevalent due to COVID-19—consumers must be highly confident in brands.

• Marketing during a global crisis is a balancing act; brands want to be there for their audiences and sell products without coming across as opportunistic. Advertising with authentic empathy and connecting with customers are more important than ever.

• Best practices for running effective large-scale multilingual B2C marketing projects include having a global strategy and brand foundation, but also being open to the local adaptation of those strategies and different interpretations of the brand.

• Digital marketing trends come and go all the time. Businesses need to be cautious not to invest time and energy too quickly into fleeting fads, and think critically about which trends they can and should harness.

• One of Peter’s most memorable marketing moments is a campaign he created for Sweden’s tourism board, in which they listed the entire country of Sweden on Airbnb to promote the country’s “freedom to roam.”

The marketing and communications landscape has always been crowded, but we’re seeing an increasing need to earn people’s attention. We need to do our homework to engage the target audiences, and we need to know a lot about them in order to produce content that adds value.

Connect with Peter and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

For more insights into global marketing communications management:

Forget the fluff – Sara Lesina, global marketing lead at Lonza

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

Challenge the status quo – Steevan Glover, brand director and marketing expert

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