COVID-19 Response
The COVID-19 pandemic affects all of us — regardless of where we live, what we do for a living or the products we consume. But how should the coronavirus affect your multichannel marketing campaigns?
1. Advertising rates have begun to drop in some places.
For awareness and consideration tactics, this may create an opportunity to take advantage of low rates. However, you should still approach your advertising strategy the same way you normally would, carefully considering each channel as well as your messaging.
2. There is a captive audience sitting at home spending more time with all types of media.
Brands that publish appropriate, timely content may actually experience increased content engagement and online sales. Furthermore, always-on tactics like paid search could help you capitalize on this increased internet usage.
This is not the time to set campaigns and let them run, but it IS the time to consider tactics that leverage suitable content and/or allow for ongoing optimizations and spend adjustments.
3. Many products in the home category have long purchase journeys, so they may feel less of an impact from current events.
For these products and brands, there is no marketing-driven reason to immediately cancel or push back campaigns. In fact, if your customers have a longer purchase cycle, you may actually want to consider maintaining your presence across media to improve brand awareness, interest and perception.
Historically, companies that continue their investments during challenging times rebound more quickly than the competition and win in the long term. On the flip side, competitors that wait until the economy is in full recovery to ramp up will do so at the mercy of better prepared competitors.