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Ways To Help Brands Thrive During Covid-19

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By Author: Sushanta Das
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Global communities around the world are taking the necessary measures to mitigate the spread of the COVID-19 outbreak. During these times of uncertainty, companies from all shapes and sizes are also struggling to keep themselves afloat. Organizations are now scrambling to alleviate the impact of the global health crisis by considering how it will affect supply chain access, product launches, employee wellbeing, and of course, business continuity.

To say that 2020 is a unique time for digital marketers around the world is an understatement.
There is no playbook for a health crisis such as the COVID-19 pandemic.

Google Marketing has shared Five Principles that guided their digital campaign in the wake of COVID-19:

PRINCIPLE 1: Context is always the key.

Organizations need to understand the local impact that a global pandemic has on its stakeholders. In other words, the local context is the key to help the firm be more empathetic to the needs of its employees, along with the company's other internal and external stakeholders.

This is especially crucial to MNCs and TNCs when there is a global mandate to evaluate and carry decisions based on the directives from the head office. Organizations like these need to trust that their country subsidiaries can make the best decision based on the needs of their local market. As such, general mandates are relayed from the head office, but the final decisions will be up to the local management team.

PRINCIPLE 2: Constant reassessment.

In cases such as a global health crisis, it is inevitable to experience rapid changes in market dynamics. Thus, constant reassessment of campaigns, creative collaterals, and even marketing guidelines is needed to keep up with the change.

Remember that decisions made two weeks ago are not necessarily appropriate today. Organizations must always be on the lookout to reassess every possible marketing aspect of their brand from paid and owned channels, such as video ads and even automated email messages.

PRINCIPLE 3: Consider creative considerations.

In line with the reassessment of marketing campaigns, all creative campaign elements of the brand must also be in constant scrutiny at this point. Organizations need to carefully evaluate their messaging – from the tone, visual imagery, copy, keywords, and media placements.

For instance, slapstick humor in marketing campaigns is not appropriate amidst the health crisis. Simple marketing decisions, such as canceling the brand's annual April Fools ad, should be made ahead of time.

PRINCIPLE 4: Change priorities amidst uncertainties.

The IT companies in Kolkata opine that the management team has a responsibility to take the helm and navigate the organization in times of uncertainty. This is why they need to make the executive decision to evaluate their media budget and shift priorities towards the things that their consumers need during this time.

Organizations today need to have the mandate to be helpful in any way they can. Whether it's for their employees or consumers, brands need to shift their digital marketing priorities towards particular advocacy that will help improve the lives of their consumers while they are staying at home under quarantine.

PRINCIPLE 5: Contribute and help at every opportunity.

Now more than ever, it is essential for members of the organization to come together and help one another. Organizations must think of creative and innovative ways to help their consumers, partners, and other stakeholders. Take a look at the brand's digital assets and think of possible opportunities on how the brand can support advocacies, donate, or even amplify dissemination.
Here are a few ways to create a responsible digital marketing campaign in the wake of COVID-19:

TIP 1: Adjust marketing campaigns and reassess scheduled content timelines.

The initial step that an organization needs to accomplish is to audit the digital content that is as of now in the pipeline for the following few months by:

· Deciding what should be immediately required to be postponed.

Major brand launch campaigns need to be pushed back. This doesn't mean that the campaign should be canceled totally because several campaign elements are not appropriate in times of crisis. The campaign can continue once the outbreak dies down.

· Consider which campaigns to prioritize or turn.

Be strategic in mapping out your organization's digital marketing campaign in times of uncertainty brought by COVID-19. As such, consider moving a few things up in the pipeline for the interim or look for specific ways to help rotate messaging that can help in disseminating the health crisis response plan.

TIP 2: Carefully evaluate the brand's imagery and language.

According to the best SEO company in Kolkata, visual communication is an incredible asset, especially in times of uncertainty. Be mindful of the brand's message by:

· Avoiding visuals of groups that don't advance social distancing.

This includes images of individuals working and crouched together in the office or social gathering of families out of their homes.

· Rephrase marketing messages that connote close interactions.

Even figurative languages such as "connect" or "work hand-in-hand" may be esteemed inappropriate, and consumers can profoundly scrutinize it.

TIP 3: Don't capitalize on the crisis.

In any kind of tragedy or crisis, it's important to remember that organizations should not profit from the market's anxieties and fear. Here's how you can do it right:

· Keep stakeholders informed.

Brands need to actively communicate with their stakeholders in times of crisis. Relay proactive measures and inform consumers about the organization's COVID-19 response plan as quickly as possible.

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