Brands must adapt and be empathetic to stay contextually relevant

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2020, 9:04 AM GMT+0

Linking online and offline experiences could help retailers serve consumers in the current circumstances.

This article shares how long-term retail success can be driven amid the pandemic. Brand messages must be crafted to demonstrate empathy, for retailers to be able to stay contextually relevant among consumers and maintain brand health.

Further, expand product offerings and create marketing activations to deliver real value in these times. Brands must create content that emotionally motivates consumers and provides them with a sense of security and wellbeing in the crisis.

Retailers should create campaigns that encourage positive behaviour and are inclusive, like Nike’s global campaign inviting people to ‘Play for the world’ and stay home. The author recommends retailers to identify challenges impacting marketing and communications. and create a strategy to overcome them.

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[4 minute read]

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