Adapt Your Marketing Strategy

I've had a few clients ask me how to adapt and assess their current media and marketing plans to suit the evolutionary nature of COVID-19. Here are some of my thoughts.

1. Engage in scenario planning - Brands must go further and incorporate not only marketing, but also branding. Drill down to specific challenges they now have in targeting their customer base. Is it business as usual? Nope!

2. Look for changes in customer sentiment and behaviour - More than ever it's important to listen to what they do and feel. Employ social listening and monitor customer discussions on your accounts. Support your customer and protect your relationship with them by staying honest with what obligations you can and can't meet.

3. Anticipate operational impacts - What challenges are there to your product or service delivery? Adapt your messaging to reflect the market reality and stay true to your brand identity while delivering on your promises.

4. Adapt the marketing plan - While event-based restrictions and gathering take place you need to optimise the marketing budget and shift spend to create efficiencies. Be dynamic, digitise your product and service as quickly as possible, deliver compelling content and be flexible to what your customer needs.