Covid- 19 has either paralyzed or halted most of the activities in a business. The most affected is your brand’s marketing activities. In the wake of the current scenario it’s essential to create plans and actions to survive in the industry. Most of the companies have taken decisions to cut down on marketing expenditure while others are being more agile and coming up with interesting ways of engaging their audience during these difficult times.  If you want to stay in business, you can’t stay idle for long. It’s essential to balance financial responsibility with the need to keep consumers informed and engaged when things get tough.

In fact, long-term studies show that the right approach during economic uncertainty is to put in more expense into marketing side. For the most part, consumers are receptive to some marketing at this time. A recent study from the American Association of Advertising Agencies found that 43% of consumers find it reassuring to hear from brands. In addition, 56% said they like learning how brands are helping their communities during the pandemic. Only 15% said they’d rather not hear from companies. Marketing during these times requires sensitivity to what’s going on in people’s lives and the flexibility to keep up with swift and swooping changes.

COVID-19’s impact on consumer behaviors and attitudes cannot be understated. Consumers are also trying new products, it’s not the time to rely on assumptions. The ideas and strategy should be proactive in monitoring changes to customer behaviors and purchasing needs while the crisis is unfolding.

Businesses must move forward but has to be done so with genuine empathy. Many companies already have existing voice of Customer and research programs—these can be leveraged at this time to uncover the emotions underlying people’s shifting attitudes and behaviors. Doubling down on customer engagement and listening programs can help provide insights on how to best move forward. This is the time to pay it forward and provide as much value as possible to your customers and communities. Every organization and person has the capacity to contribute in their own way.  These moves transcend marketing and may not increase sales immediately, but they’ll build goodwill and help drive long-term loyalty. Giving back is simply the right thing to do. The faster the world can beat the COVID-19 pandemic; the better chance all companies have in surviving the crisis.

Regardless of how long the crisis actually lasts; COVID-19 will forever change the consumer landscape.  While it’s important to recognize the uncertainties and fears surrounding COVID-19, don’t let this crisis paralyze you. Enabling your team to really understand your customers and act based on timely insights is key to navigating your way through this crisis both for your marketing team and your company.

Taking the right actions and finding the right message can be challenging, especially in a fast-changing situation. All companies should operate with integrity and trust even as they come under pressure from a swiftly evolving situation.  Marketing must not rely simply on the high-level corporate scenarios, however, but must go further for their department and brand. Marketers must drill down to identify the specific challenges that customers, the brand and the marketing organization could experience in each scenario, and identify actions to take. The uncertain times can stay but the spirit of business strategies should not die.

Source- Omnes Editor