Last week, we asked several senior and seasoned marketing executives for their thoughts on how the coronavirus pandemic has changed marketing initiatives in the last few weeks (check out their responses here). The execs we interviewed work at a range of brands – from deep tech enterprise companies, bootstrapped startups, to firms targeting consumers – and include Chief Marketing Officers, digital marketing experts and startup advisors.
This week, we are sharing insights from the same execs on the advice they would give to their peers on how to approach marketing programs amid the COVID-19 crisis.
Empathy is the key right now. That and social media. I think the world (especially us here in the USA has been shocked by remote work. Most of our customers at least did not operate in this paradigm before. As such workflow planning and process are at the forefront of their minds. So, be empathetic, establish yourself as a thought leader and stay on message.
Brett Chester, Vice President of Marketing, Sitetracker
Behaviors and habits have changed literally overnight because of the amount of time we are now spending isolated. All facets of our lives have moved online and as a business, we now need to account for those behavioral changes when designing any marketing programs. Are the channels your customers are in used differently now? Are your potential customers researching you differently? Maybe your customers and prospects are interacting with different types of content over the past month? Your historical research about your customer’s wants and needs most likely doesn’t apply anymore. You owe it to your business to quickly research and develop hypotheses about how you can help your customers because of (not in spite of) these changes.
Jascha Kaykas-Wolff, President at Lytics / Startup Advisor
The good news is that there’s a wealth of options for you to choose from, ranging from webinar and web meeting platforms on one end to three-dimensional, immersive experiences on the other end. The silver lining is that now more than ever, people feel the need to reach out and support each other as a community. A crisis brings people together, which is a very good thing. What does this mean for marketing? Button up your safety belts, for we are in for a hell of a ride.
Cindy-Anne Lewis, Director of Marketing at Altran & Lohika
The worst thing you can do right now is to carry on as if the world hasn’t changed. The things that worked a month and a half ago are unlikely to work in this environment. To make it through this, you’ll have to adapt quickly, try things that you’ve never done before, and — most importantly — prioritize your prospects’ and customers’ needs over your own.
Emily Maxie, Vice President of Marketing, Very
I have been through a few crisis-driven downturns, and while this has its own unique aspects, there are some fundamental things marketing can do. First is to take this time to step back and re-evaluate the current plan. Whatever assumptions that plan was based on are likely wrong now.
While re-planning, try to avoid too much time on a full-year re-plan. Instead, think about quarterly planning. We do not know when the current environment will change but assume it will and avoid getting locked into a plan which will have to be reset anyway.
Last, there are vertical segments that are doing well right now. Healthcare is one. So is the Government. There are others. Look at the markets that are seeing more demand and see if you can offer something to help them. More and more consumers are online, companies being deluged with online traffic and demand need help. Can you help?
Bill Odell, Chief Marketing Officer, Aerospike
If I had to give one piece of advice, it would be to think like the consumer in the months (or years) ahead. Be cognizant of the things they are seeing and hearing, both online and offline. Everything from your tone down to certain keywords (e.g. quarantine) will be triggering to consumers, so really evaluate your brand communications, especially on social media, to avoid entering conversations you have no place in. Consumers value and respect brands that know their role and deliver on their brand values when it counts, so make sure you stay true to your purpose. Finally, a word of caution – avoid marketing messages that commingle acts of goodwill and brand-centric calls to action (i.e. sales). Consumers should never have to take any action to get you to help their community, especially when it’s in crisis.
Anthony Cain, Senior Director of Digital Strategy, Denizen Company