https://hbr.org/2020/04/brand-marketing-through-the-coronavirus-crisis
Marketers jobs have become more demanding, now more than ever. The COVID-19 pandemic has established major shifts in behavioral trends as consumers seek more escapism and entertainment. With so much changing so fast during this difficult time, brands can take the below actions to serve and grow their customer base, mitigate risk, and take care of their people:
1. Present with empathy and transparency - As vulnerability has increased among people, empathy has become even more critical. Brands that exploit the situation will not fare well, those that support consumers will be remembered well
2. Use media in more agile ways - More rapid-response operating models is needed internally and with agencies. Access to remote production and creative capacity will become particularly important as the crisis evolves.
3. Associate your brand with good - People will remember brands for their acts of good in a time of crisis. Feel-good content that alleviates anxiety and promotes positive messaging will go a long way to enhancing the brand.
4. Track trends and build scenarios - Marketers should measure sentiment and consumption trends on a regular basis to better adapt messaging and look for opportunities and identify looming crises more quickly. In addition, cross functional collaboration is needed now more than ever and requires the marketing team to coordinate with various departments to build scenarios depending on the crisis timeline
5. Adapt to new ways of working to keep delivering - New sources of innovation and even margin improvement will emerge out of our current discomfort.
With that in mind, there is a force acceleration of the digital transformation agenda as consumers appreciate the digitally enabled journeys and experiences. Digital marketers that succeed are those that learn with confidence and humility.
No comments:
Post a Comment