In a crisis situation subject to rapid change, CMOs need a proactive plan to adjust and adapt how they lead their teams, speak to their customers, and manage their brands.
Customers may never know how a company’s finance or HR department responds to a major unpredicted event, but marketing sits center stage, its moves reflected in every ad campaign, message and channel. You set the tone for how customers perceive the brand during a difficult time.
Taking the right actions and finding the right message can be challenging, especially in a fast-changing situation. All companies should operate with integrity and trust even as they come under pressure from a swiftly evolving situation. Those with a product or service well-suited for difficult times must, meanwhile, tread lightly, lest customers think they’re exploiting tragedy.
“Long before the coronavirus emerged, consumer trust in both government and large brands had eroded.”
“Among marketing’s greatest challenges is foreseeing how customer wants, needs, expectations and purchasing decisions will evolve,” says Augie Ray, VP Analyst, Gartner. “Customers themselves won’t know until COVID-19 infections, fears and restrictions occur in their workplaces, locales and lives.”
Marketers shouldn’t wait for problems to develop or the market to point in a clear direction before making plans and taking action. Instead, follow a four-step action plan to define scenarios, monitor customers and plan for marketing changes.
— Read on www.gartner.com/en/marketing/insights/articles/adapt-the-marketing-strategy-for-covid-19
The most complete article @Forbes I’ve seen on #ContactTracing. Balanced, includes history, technology, future. Great job @JoeHarpaz @ModMed!
Apple i OS 13.5 Is Ready For Covid-19 Contact Tracing —Are You?
The Pandemic Is Showing Just How Much Working Moms Have to Juggle
The greatest gift this Mother’s Day would be to eliminate the bias against working mothers.
— Read on www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/agencies/the-pandemic-is-showing-just-how-much-working-moms-have-to-juggle/amp/
With the cruise industry on life support, fleets have put to sea for an indefinite stay with many of their crewmen trapped on board.
— Read on www.thedrive.com/the-war-zone/33338/satellite-images-show-armadas-of-vacant-cruise-ships-huddling-together-out-at-sea
Industry assurances have blurred the science of cabin air. Biology, physics and pure proximity are all at play.
— Read on www.washingtonpost.com/local/trafficandcommuting/scientists-think-they-know-ways-to-combat-viruses-on-airplanes-theyre-too-late-for-this-pandemic/2020/04/20/83279318-76ab-11ea-87da-77a8136c1a6d_story.html
There are far more monitors and controls involved than we anticipated.
Generation-Z, the group of consumers born between 1997 and 2015, turns much of what millennials thought and did on its head. This group has unique needs and beliefs, along with a huge size and large purchasing power.
— Read on www.forbes.com/sites/blakemorgan/2020/02/28/50-stats-all-marketers-must-know-about-gen-z/