Brand Marketing Through the Coronavirus Crisis

Digital transformation

In times of crisis, it may be hard for marketers to know where to begin. In just a few short weeks, people have shifted into protection mode, focused on themselves, their families, their employees, their customers, and their communities. With social distancing keeping many people at home, we’re also seeing major shifts in behavioral trends.

  • Consumers have returned to broadcast and cable television and other premium media sources for credible information.
  • They are seeking more in the way of escapism and entertainment — downloading gaming apps, spending even more time on social media, and streaming more movies and scripted programming.
  • Health and safety concerns are driving more customers toward frictionless payment systems, such as using mobile phones to pay at check-out without touching a surface or stylus.

The momentum behind digital-experience adoption is unlikely to reverse as people are forced by circumstances to try new things. With so much changing so fast during this difficult time, what actions can brands take to serve and grow their customer base, mitigate risk, and take care of their people?

  1. Present with empathy and transparency
  2. Use Media in more agile ways
  3. Associate your brand with good
  4. Track trends and build scenarios
  5. Adapt to new ways of working to keep delivering

How can you plan life beyond the crisis?

  • Understand the impact of business interruption and continue to triage the unexpected.
  • Lean into digital ways of working and connecting with customers, knowing that this will likely have lasting effects.
  • Mitigate risks to the customer experience by thinking realistically from the outside-in.

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