This report from the CMO Growth Council offers guidance on how marketers can manage the repercussions of the COVID-19 pandemic, and includes advice culled from virtual roundtables and one-on-one interviews with CMOs from Bank of America, Mastercard, CVS Health, General Motors, GSK, PepsiCo and Facebook.
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.
As the voice of both the rapidly-changing consumer, and often the voice of employees, CMOs are finding they are responsible for mapping out their companies’ potential futures as the pandemic’s ripple effects begin to play out over the long haul. The Council advises accelerating the transformation from offline to online, embracing the disruption by adopting a start-up mentality and giving time and attention to keeping all components of the marketing ecosystem healthy, so that when the crisis is passed, they are positioned well for the future.
It’s crucial to leverage social listening and other customer research tools, now more than ever, to keep on top of concerns of both external and internal stakeholders. The Council advises marketers to deploy every channel to be aware of rapidly changing behaviors and attitudes.
The CMO Growth Council is a joint venture of the Association of National Advertisers and Cannes Lions. WARC and Cannes Lions are both owned by Ascential plc.