Coronavirus Has
Opened the Corporate Email Floodgates
The email deluge
raises questions about marketing practices as nonessential businesses closed
shops and storefronts amid the spread of the new coronavirus.
Digital marketers
should tread lightly during the recent pandemic at the risk of being "tone
deaf" to the situation. There has been a lot of blow back and unhappiness
by consumers, seeing a barrage of emails from many, many companies that perhaps
they have little to no relationship.
On the other hand,
here is what a marketer may consider:
- Acts not ads - Examples include Bacardi making hand sanitizer, Guinness is funding bartenders, Essity to make face masks. These are examples to build brand during a crisis by promoting your good "acts".
- Focus on joy - another way for the marketer to focus on is "joy" which can help offset the anxiety of global citizens amidst the pandemic. Use your brand to inspire. This works best with well known brands, but can be done, thoughtfully with most.
Good luck!
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