Businesses should compare pre and post-crisis data to prioritise goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2020, 2:53 PM UTC

It can help marketers understand the accurate state of their businesses and decide if their goal need updating.

This piece argues businesses should examine their pre & post-crisis data, to decide if they need to update their goals and accordingly prepare strategies. Brands can analyse website traffic and revenue data for the last 90 days and compare it to the pre-crisis and average data.

Marketers should ensure their new strategies align with the updated goals. Brands aiming at increasing sales should focus on optimising landing pages. Businesses’ website pages with high traffic should have CTAs that are relevant to the visitors.

Businesses should develop a unique tone of voice in order to enhance brand awareness campaigns. That content should also provide value to the audience during this crisis. Optimising content for the top and middle of the sales funnel can also support businesses' brand awareness efforts.

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