How the Pandemic Has Changed the Relationship Between Brands and Their Marketing Partners

As we dive head first into the endemic era, marketing teams are restructuring and pivoting their strategies to meet the needs of the ever-changing modern market.  Consumers are calling for more transparent marketing, data privacy is evolving in the blink of an eye, and the need for more robust omnichannel marketing strategies is more critical than ever before. 
 
Individually, these demands are a tall order in the best of times. In the current landscape, these evolutions, like the ever changing data privacy policies, can seem nearly impossible for teams to tackle on their own.  This is especially challenging for those teams that have been downsized or taken more in–house in the wake of the pandemic.

While accessibility of platforms, software, and channels is easier to obtain than ever before, no team can possibly master every single one. This is why marketing partnerships are more crucial now than they ever have been.  

“The downside to having too much access and wanting to do it all in house is the lack of focus and trained resources to enable execution. Just because you have access to all of these platforms, does not mean brands are able to do it all in house.” 

– Jay Kulkarni, Founder & CEO, Theorem

But the relationships and expectations between marketing teams and their solutions partners have changed as a result of the pandemic as well. Savvy brand marketing teams know that the key to modern marketing success is agility, which means the partners that they engage with need to provide flexible solutions to meet the ever–changing demands of the market.

Siloed Solutions Are Out

In the months after the initial impacts of the pandemic, marketing teams began to understand how the shifts to digital shopping and personalization would significantly impact their current strategies.  As perceptive teams adapted their methodologies to accommodate these changes, they expected their partners to follow suit.  

In some cases, marketing solutions partners with the foresight and agility to adapt began to pivot their offerings to create solutions based on new and evolving needs, while others were slow to take up the cause. Those partners that stuck to a siloed solution offering have fallen by the wayside, as marketing team leaders across a variety of industries restructured budgets and evaluated the best way to maintain ROI through the turmoil.  

Now over a year and a half out, we see many pandemic–driven marketing trends become the norm, and the leveraging of agile full-service marketing partnerships is one of them. 

Strategic Partnerships Are Helping Brands Evolve

Some teams have struggled with identifying what to keep in house and what to outsource to a flexible solutions partner. With all of the available tools at our fingertips, this can be a real challenge. 

As sighted by Theorem founder and CEO Jay Kulkarni in a recent podcast, “If a brand needs to grow, retain, and attract audiences, there are only so many things they can master, so you need to determine what your core DNA is. For everything else you will need to lean on experts, which is where the flexibility comes in.”

Brands must determine which elements of their marketing must be driven by in-house teams because of their brand and brand purpose knowledge. “A lot of these brands have the technology chops and have very strong purpose in their DNA which is something that needs to be kept in house. You can’t outsource purpose.” says Kulkarni. When taking this approach to in-housing vs outsourcing to partners, most brand marketing teams should have an easier time identifying what implementations need to be in-house team driven and which can be implemented and monitored by the right knowledgeable partner. 

Agility Is the Key to Success

The overarching theme of the new endemic era is agility. This holds true for in–house marketing teams as well as the partnerships they engage in.

“Everything around us is becoming flexible, it’s just not the flexible future of marketing so to speak but the overall way we live and engage is changing and is flexible.” – Jay Kulkarni, Founder & CEO, Theorem

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Marketing teams fully expect more evolutions to marketing strategies and trends and will continue to adapt to meet the needs of the consumer market. 

In every aspect of our lives, the theme of the future is flexible and digital marketing is no exception. Marketing solutions partners who rise to the challenge and adapt their solutions to meet the current and future needs of their brand partners are the ones who will succeed.

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    Meto

    Meto

    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

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