Re-deploy branded communication across touchpoints to connect with consumers amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 31, 2020, 11:17 AM UTC

Mapping customer’s digital media consumption can help create effective marketing campaigns at every touchpoint.

This article suggests some measures brands can undertake to reach consumers confined to their homes owing to the pandemic. With customers expecting a seamless experience across all of a brand’s touchpoints, marketers are working at re-planning and re-deploying their communication and content ecosystems.

They could retarget traditional TV ads through connected TV (CTV), in addition to pushing opportunities for engagement through email, texts and push notifications to boost sales. Repurposing infrastructure or resources to address consumer needs helps brands demonstrate to consumers their efforts during difficult times to operate in.

Further, social and digital communication channels care useful in spreading awareness about new initiatives. The author recommends sharing accurate and timely brand messaging. For example, Twitter suggested how brands could communicate to calm community members mid-pandemic.

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