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

While many brands are suffering as a result of Coronavirus, consumer demand in particular verticals is rising at sharply. Marketers that can serve these basic needs – such as with dry and frozen foods – could be in a strong position for the duration of pandemic, and build brand equity for the recovery.

Takeaways

  • Tracking short-term changes in consumer behavior due to the pandemic, such as eating every meal at home, can assist marketers in identifying new opportunities to meet customer needs.
  • Marketing that can also serve as a utility, such as providing culinary inspiration for people stuck at home, is extremely valuable in the present climate.
  • Plans to launch new products may need to be put on hold as COVID-19 absorbs retailer and consumer attention, but opportunities may rapidly appear once the recovery begins.