Move promotional spends to upper-funnel marketing activities to improve brand awareness.
This article advises marketers to how to “pandemic-proof” their strategies. Creating new marketing scenarios that factor in the existing consumer behaviour and economic factors is recommended. Scenario plans must be revised to omit areas where products aren’t available. These must also be updated with latest information on GDP, income indicators and employment rates.
Marketers should cut-down on tone-deaf lower-funnel marketing activities like driving conversions through promotional offers or direct marketing. Companies should move promotional spends into upper-funnel advertising activities to increase brand awareness and reassure consumers.
Review creatives and craft to include reassuring marketing messaging that are empathetic and less opportunistic. Baseline messaging with television, digital, social and video ad campaigns should be maintained as content consumption has increased 60% in the past week, as per Nielsen.
[3 minute read]