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Q. Awareness campaign on
Covid- 19 guidelines???
please don't answer if u don't know!!!!!! please fast
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Adapt Your Marketing Strategy for COVID-19
March 17, 2020
Contributor: Laura Starita
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In a crisis situation subject to rapid change, CMOs need a proactive plan to adjust and adapt how they lead their teams, speak to their customers, and manage their brands.
Customers may never know how a company’s finance or HR department responds to a major unpredicted event, but marketing sits center stage, its moves reflected in every ad campaign, message and channel. You set the tone for how customers perceive the brand during a difficult time.
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. Those with a product or service well-suited for difficult times must, meanwhile, tread lightly, lest customers think they’re exploiting tragedy.
“Long before the coronavirus emerged, consumer trust in both government and large brands had eroded.”
“Among marketing’s greatest challenges is foreseeing how customer wants, needs, expectations and purchasing decisions will evolve,” says Augie Ray, VP Analyst, Gartner. “Customers themselves won’t know until COVID-19 infections, fears and restrictions occur in their workplaces, locales and lives.”
Marketers shouldn’t wait for problems to develop or the market to point in a clear direction before making plans and taking action. Instead, follow a four-step action plan to define scenarios, monitor customers and plan for marketing changes.
Build a Best-in-Class Marketing Analytics Organization
Scenario Planning for Marketing
Anticipate the future and create suitable action plans to stay ahead of market disruption.
Engage in scenario planning
Define theoretical best, worst and moderate scenarios that could play out during the crisis from the perspective of the business, its customers and critical partners. Work with peers in other departments like HR and finance to develop the scenarios as they apply overall to the business.
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