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
Traditional planning techniques are poorly suited to dealing with change, and we live in increasingly uncertain and volatile times. Teams that can rapidly innovate on a constant basis are best positioned to survive and thrive over the long term.
- Innovation isn’t a spark of genius or the sole responsibility of a special innovation department, it’s a boring old repetitive process.
- Experiment rapidly and not let attitudes or internal control mechanisms to slow things down.
- Inject empathy into the process to develop an enhanced understanding of value and value perspectives.