FOUR STEPS MARKETERS CAN TAKE TO NAVIGATE THE PANDEMIC

It’s hard to imagine a more challenging environment for marketers than the current moment. With a global pandemic affecting the way nearly everyone in the world works and lives, nothing feels certain anymore. And even the uncertainties are shifting rapidly.  If you’re a marketing leader, one of the first things you want to do is pause everything that you can. This is easier said than done, however. These days many campaigns are automated, run by algorithms without a lot of human direction. This can make it challenging to even know which campaigns are even running. So before you can press pause, you need to figure out everything you’re doing across every channel.  While some companies are dealing with an unexpected wave of demand, most are crippled with the opposite problem: business has dried up, and it’s dried up quickly. Even if you had a lot of money to spend on advertising, people are not feeling inspired to go spend a lot of money. For brands that do want to move forward with a campaign in the current environment, they need to ask whether their current message is still relevant and appropriate.  Ultimately, brands need to make sure that whatever messaging they engage in, it is consistent with who they are and what their brand stands for.  Read More >>

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