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

Customer queries should be answered upfront with a large, readable banner.

This piece suggests companies should update their customers about their recent orders if they have stopped trading due to the coronavirus pandemic. Marketers can set up an email address capture to notify customers when they are actively back in business.

Businesses should focus on the positives and tell customers what exactly brands can do for them during the crisis. Marketers should use the “second person singular” tone while writing the content to make people feel as if they’re the only ones reading it.

Brands should also try and use a calm and authoritative tone of voice in their messaging while writing for the coronavirus related campaigns to establish trust. Using a consumer-centric layout in the messages can further help in gaining consumer confidence.

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[5 minute read]

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