What’s the role of marketing in a crisis?

When an organization suffers from a crisis, you probably think about the PR agency or CEO as part of the response. But what about marketing?

Marketing has access to the customer data and develops the voice of the brand, which makes the marketing team a crucial part of any crisis response. Marketing is where the organization’s communicators work, where the company gains its visibility into channels like social media and, if the crisis involves customer experience or data, marketing is well positioned to investigate what caused the problem.

In this episode of the MarTech.org podcast, we’re discussing the role of marketing in a crisis with Jessica Shapiro, CMO of LiveRamp.

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