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Adapt Your Marketing Strategy During the Pandemic

The coronavirus crisis has led to radical shifts in consumer attitudes and behaviors. How can you adjust your marketing strategy accordingly? For starters, you’ll need to change the tone of your messaging. Feel-good content that alleviates anxiety and promotes solidarity will help your brand meet the moment. Find ways your company can help respond to the crisis, such as donating to food banks, providing free products for medical personnel, or continuing to pay employees while your doors are closed. People will remember brands for sincere acts of good in a time of crisis. Keep your finger on the pulse by closely observing conversations on social media, community sites, and e-commerce pages, and adapt your messaging accordingly. Finally, think hard about which marketing channels you’re using. For example, with the spike in digital entertainment, you may want to put more dollars toward ad-supported video streaming and mobile gaming.

This tip is adapted from “Brand Marketing Through the Coronavirus Crisis,” by Janet Balis