Brands should be agile in the short-time while keeping the long-term strategy intact

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2020, 5:02 PM UTC

Businesses should ensure that their communication streams are relevant in the current context.

This piece suggests brands should abandon campaigns or modify offers for some time according to the current market conditions. But, businesses should have their long-term strategies in place so that they could switch to their original plans when the situation normalises.

Brands that are facing high demand at present should use communications to temper expectations on services like advising about the limited availability of products. Marketers can help hiring managers to optimise onboarding flow and ensure minimal customer experience disruption.

Brands that have slowed down due to the current climate should look to optimise their processes like stack updates and website re-designs. These brands should also slow down their communication process if their core products or services are not relevant in the current situation.

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