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.
Why it matters
One likely impact of COVID-19 is the further rise of direct-to-consumer brands that do not rely on brick-and-mortar retail. In accelerating a pre-existing trend, this shift will demand a response from legacy players stripped of their traditional advantages.
- Creating products, packaging and pricepoints that are optimized for e-commerce will be vital for established brands.
- Home delivery could represent a premium opportunity for brands that are able to meet consumer needs in unique, compelling ways.
- As brands map out the new competitive landscape, they may need to look beyond traditional rivals in reflection of changed realities.