Advertisers must stay close to consumers and listen with empathy to adapt to their mindset

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2020, 7:32 AM UTC

Testing new ideas in a structured and responsible manner can help brands learn and scale.

This article shares advertising strategies brands can employ to adapt to unprecedented changes in consumer behaviour amid the pandemic. Marketers must focus on tactics that are known to yield results rather than directing resources towards ineffective strategies.

Leverage consumer research tools like surveys and online focus groups to gain consumer insights and listen with empathy to adapt to their mindsets. Direct-to-consumer brands are investing in influencer marketing and testing over-the-top connected TV ads.

Further, some brands are combining promotional offers with lower prices on paid search and social. Karl Wieck, an expert in corporate resilience, says highly functioning companies in a crisis can be nimble, improvise, and learn. Focus on long-term strategies and invest in new ad campaigns to improve sales.

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