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The COVID-19 pandemic has completely taken hold of the news cycle and our attention. Regardless of your thoughts on the severity of the situation, it’s hard to deny the effect it’s already had on industries of all types. Events are being canceled, more and more people are staying home from work, and the economy is seeing a major impact.
As marketers, this can be an incredibly tricky time to navigate. The show must go on for many businesses, although daily life might look a little different for the next few weeks.
The COVID-19 pandemic has fundamentally transformed the world as we know it. Consumers are living, shopping, thinking and interacting with each other in new ways. Similarly, they are looking at products & services from brands through a new lens as well.
While the Coronavirus is reshaping the global advertising & marketing industry, it is rapidly accelerating long-term underlying industry trends in a matter of weeks of the outbreak. These new aspects of consumer behavior will live beyond the immediate effects of this crisis and not only permanently change what we value, it will also affect everything from how and where we shop, how we live and work.
As a marketer who is seeing this crisis evolve, it’s crucial to explore the challenges happening right now so we can consider what your brand can do to prepare for what’s next. Here are some dos and don’t of marketing for the current crisis:
DO get to know your consumers
Most people around the world are deeply concerned about the impact of COVID-19 on our lives and livelihoods. They are responding in various ways and have adopted new attitudes, behaviors and purchasing habits as they stay home. As people are adapting to a new normal, they are in the fearful position of contemplating what this crisis means for them, but more importantly, what it means for their families & friends, and society at large.
Your brand’s consumers are also responding to this crisis in a wide variety of ways. Some are feeling anxious and worried, some must be panic-buying staples and hygiene products and so on. Similarly, some pockets of consumers may remain indifferent to the pandemic and are continuing to live their lives at home as usual. The days of one-size-fits-all marketing are over. Companies need to understand how their consumers are reacting to this crisis and develop customized marketing strategies for each of these consumer segments.
DO stay authentic in communication
Authenticity is crucial to create strong bonds with customers, especially during a crisis when you’d want to insert your brand into daily conversations. According to the Kantar COVID-19 barometer report, 64% of consumers want brands to communicate their values through their messaging. Advertisers who are able to remain true to their brand and values will gain brand equity.
DO re-assess your post-pandemic media mix
Staying at home is affecting the way people are consuming online and offline media around the world. Coupled with the shift in consumer behavior, certain segments like connected TV, desktop video and mobile video may see surges during weekdays, while certain platforms may see a flat line.
In these uncertain times, consumers are also leaning towards premium media like The Times Of India Online, Economic Times Online among others as they need trustworthy sources for news & information to stay connected over random user-generated content (UGC). This is an essential takeaway as you plan your marketing mix during this time.
DO re-look at your audience segmentation
In times of such crisis, customer attunement is crucial. If you have a broad customer base today, brainstorm about ways to segment your audience into further segments based on their behavior, demographics, psychographics so that you are able to reach the right person at the right time with the correct messaging.
Closely monitor your own online platform’s web analytics and make a note of the metrics that have shifted in terms of customer behavior. Once you segment your audience in terms of these shifts, adapt your marketing strategy, messaging and landing pages to provide the information customers are looking for, clearly and readily, for a better customer experience.
DON’T assume pre-pandemic consumer behavior
The standard media consumption patterns are transforming rapidly with box office closures, work-from-home guidelines and cancellations of sports leagues. This has obviously impacted the media consumption cycle.
Similarly, some brands are limiting their online presence from appearing on COVID-19 related content. However, given the significant mindshare and unprecedented amount of media attention that COVID-19 has rightfully garnered, blocking a brand’s ads on this content may lead to an inability to connect with potential audiences.
DON’T share insensitive or misleading content
The role of tone and messaging was backed up by the Kantar COVID-19 barometer report, which reported that more than 70% consumers believe that brands should not exploit the situation to promote their brand.
While putting out an ad it’s important to ask if the messaging is insensitive or may induce widespread panic. A good idea is to test potential ads and get feedback from potential customers before putting it out.
Don’t focus on short-term business outcomes
More than likely, your company will suffer from a decrease in revenue and an increase in expenses. And your response to that will determine how people perceive your brand, long after the pandemic passes. So, as you make the difficult decisions before you, know that today’s values-based consumers still expect you to do the right thing. Even if it affects your bottom line. Not sure how? For a more positive long-term perception, just focus on your purpose. Comcast, for example, is offering internet to low-income households (or increasing their speeds). Zoom is issuing schools its video conferencing tools for free. Restaurants are offering no-contact delivery at no charge. In such unprecedented times, these businesses will be remembered for showing their support, rather than putting profitability first. And that will have the power to promote a much faster recovery.
Don’t underestimate empathy
To show you understand the context of the crisis and you care about your customers’ concerns, avoid any defensive or legalistic language. Steer clear of self-serving statements. And cancel any campaigns or communications that contradict the current advice from health professions and government officials. In this era, brands are being challenged to put people first, because they’re craving connection. With that, WWD recommends you also consider increased online customer service and possibly even a promotion where a percentage of purchases go to furloughed store workers. Essentially, you just want to be in the business of caring for something, well, bigger than your business.
Don’t be afraid to cancel your campaigns
Say it with us: A global emergency is not a marketing opportunity. And according to Adweek, a good strategy means knowing when to stay silent, just as much as it means knowing when to say what. Take it from Coors Light, as they just stopped an ad called the “Official Beer of ‘Working’ Remotely.” Playing into the idea that “working from home” doesn’t always mean you’re working from home, the spot was set to air during March Madness. However, the brand put it on hold — ensuring they didn’t have any insensitive content across the airwaves. To make sure your brand doesn’t seem tone deaf, review the creative you have running, plus the campaigns you have planned. Is it possible anything could be misinterpreted? In the modern marketing world, you have the ability to be agile. So if you need to make split-second shifts and stops, take comfort in the fact that you can.
References:
https://www.businessinsider.in/advertising/media/article/the-dos-and-donts-of-marketing-during-a-pandemic/articleshow/76817299.cms
https://yourstory.com/smbstory/covid-19-coronavirus-digital-marketing-indian-brands
https://keap.com/business-success-blog/marketing/digital-marketing/marketing-during-a-pandemic-dos-and-donts
https://www.adexchanger.com/strategy/the-dos-and-donts-of-marketing-during-a-global-crisis/
Sumeet is endowed with 23 years of global experience reflecting strong leadership qualities coupled with enormous experience & exposure in IT projects’ planning, execution, management, delivery and production support (onsite, offsite and offshore); across e-Business, Client/Server, Custom Application Development, Enterprise Resource Planning (ERP), Enterprise Content Management, Internet based applications, Business Intelligence, Integration packages and Databases. Eminent leadership expertise with exemplary record in driving management methodologies and disciplines spanning estimation, contracting, project planning, risk management, progress tracking & analysis, report and other related factors Well versed in project management methodologies of Agile, Scrum, Waterfall and delivery technicalities of Onsite, Offsite and Offshore model with expertise in translating complex business opportunities into creative, effective and efficient IT solutions, analyzing the client business needs and requirements: translating new ideas into clients’ solutions including opportunity identification, requirements development, delivery, production support & analysis and documentation.
Jayanti, a proactive founder brings more than 21 years of rich industry experience with an insight to provide innovative solutions. A leader and a team player who aims to help an organization achieve its objective through new and innovative ideas. Her spectrum of work varies from IT Education Delivery, Instructional Design and Delivery, content management and development. She understands the need for building collaborative and trusted relationships with the clients. Jayanti exudes remarkable calm, confidence to withstand the challenges in setting the tone for the company’s values, ethics, and culture.
Nidhi has 15 yrs. of experience in Business Research, Talent Acquisition, Client Relationship management, Database Search Tools and Leadership Hiring. She has worked with internal teams and hiring managers in UK, Continental Europe and US geography to assist with recruitment efforts. She has also worked on custom projects in different sectors and industries, involving – company profiling, business overview, business segments, key financial, executive team, board member composition, competitors and other key developments.
She has been instrumental in preparing presentations on the key developments in the business world like Digital Transformation, UK Talent Trends, Digital Age Disruption. She has been involved in working on newsletters pertaining to candidate moves, company mergers & acquisitions and layoffs in US, UK, CE, APAC.
Priyali has around 8 yrs. of product and digital media experience, along with background in Product Marketing.
She has helped publishers in transforming their digital media business and reinvent their digital monetization model with data driven decision making and an effective web and mobile optimization strategy to increase revenue, website traffic, user engagement, and gain competitive advantage.
Through her specialties like Product marketing, lead generation, digital media consulting, web optimization, user engagement, content monetization, product optimization, customer success she has delivered products that are user friendly and provided a unique and consistent value to the customers.
She has worked closely with cross-functional teams, including Product Management, Sales, Marketing, Research, Web development and Design along with customers, to ensure the successful roll-out of new products and new versions of existing products.
Nitin Gupta, Business Development Manager at IvaluePlus has more than 21 years of experience in all aspects of business development, previously working in the F&B domain and has now transitioned his focus to IT/ITES domain.
His key areas encompass increasing the top line of the company by identifying and developing new business areas & opportunities. He is instrumental in leading cross-functional teams, manage existing partnerships, and evaluate company business goals
A proactive, advising, strategic and result-oriented account manager who maintains a strong link between the team & the clientele – stakeholders. She understands client’s requirement & plans out ways to achieve the required business objective. She is a people’s person and keeps thy team going in sync & flow. She dives deep to understand the business severity & aims at deliverables. She has experience in intercultural sensitivity, workforce planning & employment, language skills, Lisha has been instrumental in building company’s human capital capability through keystone involvement and systemic value addition.
Spending almost a decade into Arts & Entertainment industry and now stepping into Human Resources, right from Hiring to Training to Generalist HR, it has been quite a journey for her but it’s all about getting everything together. The motto is to learn, evolve & grow.
Sujeet is an Ambitious and self-motivated with 7+ years of professional experience In Finance. He has done his B.COM & M.COM from Kumaun university Nainital.
He has been instrumental in Financial accounting /Direct and Indirect taxes/ Payroll and Compliance Management specializing in the IT/ITES sector. He posses excellent research and financial analysis capabilities.
Highly capable, versatile and accomplished IT professional who is confident to make the right decisions as per the situation.
His experience encompasses good knowledge of Cisco, Aruba, D-Link, Sophos, TP-Link devices, Setting up of IT infrastructure from scratch to a secure fort, extensive IT management experience, planning and implementing computer systems and networks.
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1 Comment
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