Continue with marketing efforts amid a pandemic or recession to improve market share

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 27, 2020, 1:42 AM UTC

Marketing could be “the only offence” during trying times.

This piece argues that instead of halting all marketing efforts amid the pandemic and a recession, companies must focus on re-evaluating their marketing plans instead. By continuing their marketing efforts, brands can ensure they retain their visibility in the customers’ eyes.

The marketing messages can be used to convey to consumers and company employees of the safety measures being undertaken. Further, at a time when competitors might pull back from their marketing efforts, by continuing to market, brands can improve their market share.

Companies must invest in long-term brand building and focus on their core competencies. Use this time to gain deeper knowledge about consumers, identify their unmet needs, pain points or emerging market niches.     

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