Brands must redeploy promotional budgets to align with the changing needs during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 30, 2020, 11:54 AM UTC

Creating coronavirus resources sites can help brands attract the attention of audiences.

This piece states that brands should repurpose their content promotional budgets rather than completely freezing them amid COVID-19. Companies must evaluate audiences' content needs along with other factors like content quality, pricing costs and competitor strategies before reducing their promotional budgets.

For businesses that still need to maintain a presence with lowered promotional budgets, they could outsource their content creation to reduce costs. Further, to promote themselves cost-effectively, brands can use other ad placement avenues like radio, rather than the usual channels.

Additionally, despite reduced budgets marketers can create resources and information related to the virus. Creating posts that sympathise with consumers’ needs can further help brands attract audiences.

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[4 minute read]