New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Leveraging search marketing skills for “emergency preparedness” can help marketers identify risks and find solutions.

This piece suggests businesses should do the SWOT analysis to assess the Strengths, Weaknesses, Opportunities, and Threats of their clients. The analysis can also help brands strategically evaluate their advantages and risk in a given situation.

Marketers can leverage automation and technology in case of an emergency situation like the present pandemic to eliminate repetitive tasks. Businesses can use digital resources to prepare, plan and backup documents in advance in case they need to go offline during a crisis.

The author suggests brands should focus on specific, long-tail and localised content as opposed to broader and general ideas to be equipped to manage difficult situations. Marketers should further prioritise business growth over vanity metrics and prepare their business for emergencies.

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[10 minute read]

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