Brands should analyse strategies with clear statistical significance during the COVID-19 pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 16, 2020, 5:32 PM UTC

Regularly monitoring tools like Google Trends and search query reports can help businesses effectively track data trends.

While COVID-19 outbreak is changing consumer behaviour, marketers should highlight their commitment towards a healthy global population and safety of their workforce and supply chain. This piece argues brands should not react instinctively but make changes that are supported by evident data trends.

Businesses should analyse their strategies based on significant data trends and ensure the ad copy and website messaging supports employee and customer wellness.  Monitoring metrics like CTR and CPC can help marketing professionals determine whether broad search queries are changing.

The author contends businesses should rely on marketing and customer match audience types to assign value to returning searchers. Brands should continuously check their facts and be aware of how consumers are reacting to the pandemic.

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