Marketing During a Crisis: Dos and Don'ts

When faced with a massive socio-economic crisis, companies initially react by pausing or postponing their marketing efforts. They also re-assess their cash flow and adjust their finances.

It is a normal reaction to disruptive circumstances. However, pausing or postponing your marketing during a crisis is counter-productive and is not the right strategy.

Moving forward, we will look at practical and simple actions that companies can undertake while continuing a marketing campaign during a crisis.

While marketing in the midst of a pandemic is far from simple for companies and consumers, we can look forward to new and eye-opening marketing opportunities. There will be gaps and roles that marketing has to fill.

These basic ethics are especially noteworthy during these trying times.

Don't: Push for Strict Schedules

No one runs their business as usual while the rest of the world battles an unseen enemy. As you are well aware, the past few weeks saw a lot of changes:

• - Behaviours are less than stable.
• - Consumers are becoming more anxious and worried.
• - Drastic changes to people's spending habits.
• - Shifts in audience sentiments.
• - Competition takes on a new form.
• - New ways of doing things have been explored.

Businesses need to recall their essentials to realign themselves:

• - Were there any changes to your stance? Do you still represent or stand for the same values? 
• - What are the advantages of continuing to operate during a crisis?
• - Is the business positioned to grow despite the setbacks?
• - Why is your business important?

Do: Talk to Your Customers in a Positive Way

Periods of instability are made more manageable thanks to brands that sincerely care for their customers. 

When circumstances change, people always look for authenticity, active support, knowledge, and authority. These give them a sense of security and lessen their panic.

The problem with brands is that they can get to too deep with the jargon. Data-driven brands often forget that beyond clicks and the conversions are real people with real emotions and life decisions.

So do not hesitate to invest in understanding people's behaviour and motives. Along with proper statistics-supported research, your understanding will demystify changes in business scenarios. You will also be able to react accordingly to unstable situations and make use of emerging opportunities.

Expect your potential customers to:

• - Weigh in on various alternatives.
• - Limit impulsive spending of any form.
• - Plan and set aside money for the future.
• - Consider deals/promos/discount offers.
• - Find authentic information sources.
• - Need reassurance that their choices are correct.

It is natural for humans to be concerned with social and economical changes around the globe and respond dramatically.

Businesses ought to be more sensitive towards those who purchase their products and services.

There is a reason why digital marketing is still relevant in these changing times. From a commercial and a psychological perspective, being open to existing and emerging technologies allows companies and customers to navigate uncertainties with less anxiety.