Adapting to the new rules of engagement with consumers is a must to survive COVID-19

Low Lai Chow

Kantar outlines how brands need to adapt and meet consumer expectations as the impact of COVID-19 continues to make its presence felt.

Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

The pandemic has weakened brand power in general but continued engagement is key to maintaining brand strength. Specifically referencing COVID-19 is not necessary, as consumers are all too aware of it, but what’s needed is good content and an understanding of the changing sentiments of consumers.

Takeaways

  • Humour, when used appropriately, also seems to be acceptable. However, brands should pre-test content, just to be...

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