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

COVID-19 is exerting a major impact on sectors like travel and tourism, but the effect is likely to spread across every industry in time. Understanding how brands at the immediate forefront of the crisis are responding is thus extremely valuable for brand custodians at every company.

Takeaways

  • An on-going process of market research and gathering insights will be vital to making sure that marketers are keeping up with changes in consumer behaviour.
  • Effective, empathetic communications around how brands are addressing any health concerns relevant to their businesses will be essential.
  • Establishing best practices in the area of crisis planning could become more important over time, as ecological, economic and sociopolitical discord is likely to be a long-term concern.