Brands should avoid being tone-deaf in their marketing messages during the coronavirus pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 20, 2020, 10:46 AM UTC

Transparent marketing messages with a human touch can help brands connect.

This piece suggests businesses should focus on delivering relevant messages to customers based on location and needs as opposed to being creative during coronavirus outbreak. Brands can use digital, social and mobile targeting to send useful messages to the consumers like meal and safety planning.

Marketers can target the bottom of the marketing funnel media to have more granular targeting and avoid “tone-deaf” messaging in effective locations. Brands can also diversify their media allocation investments across different channels and spend beyond Facebook ads.

The author suggests businesses should use video chat and message with their consumers for optimising customer service. Brands can also have a multi-retailer digital storefront to redirect customers to the retailer that has their product in stock.

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