With many journalists furloughed, businesses should explore other media strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2020, 5:47 PM UTC

Brands can pitch their campaigns as case studies to the media outlets once furloughed journalists come back to work.

This piece argues that opting for paid, shared or owned media strategies can help businesses continue with their operations as pitching to furloughed journalists is unlikely to produce results. Marketers can start with owned media and make recommendations based on the content they have created for their websites.

Creating video content and using shared media to promote and distribute that content can be a useful strategy. Brands can create retargeting ads to build an audience once they start getting the traffic on their sites.

Businesses can also opt for paid media as social media advertising is less expensive than earned press right now. Social media can allow marketers to reach their intended audiences and create desired content without relying on furloughed journalists.

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