“Companies need to leverage a systematic approach to strengthen the resilience of their current business models to ensure their ongoing operation during COVID-19.”
Organizations are now scrambling to alleviate the impact of the global health crisis by considering how it will affect supply chain access, product launches, employee wellbeing, and of course, business continuity.
To say that 2020 is a unique time for digital marketers around the world is actually an understatement. There is no playbook for a health crisis such as the COVID-19 pandemic.
Google Marketing has shared Five Principles that guided their digital campaign in the wake of COVID-19:
PRINCIPLE 1: Context is always the key.
Organizations need to understand the local impact that a global pandemic has on its stakeholders. In other words, local context is the key to help the firm be more empathetic to the needs of its employees, along with the company’s other internal and external stakeholders.
This is especially crucial to MNCs and TNCs when there is a global mandate to evaluate and carry decisions based on the directives from the head office. Organizations like these need to trust that their country subsidiaries can make the best decision based on the needs of their local market. As such, general mandates are relayed from the head office, but the final decisions will be up to the local management team.
ASK YOURSELF: Is this campaign right, given the current context in a local market?
PRINCIPLE 2: Constant reassessment.
In cases such as a global health crisis, it is inevitable to experience rapid changes in market dynamics. Thus, constant reassessment of campaigns, creative collaterals, and even marketing guidelines is needed to keep up with the change.
Remember that decisions made two weeks ago are not necessarily appropriate today. Organizations must always be on the lookout to reassess every possible marketing aspect of their brand from paid and owned channels, such as video ads and even automated email messages.
ASK YOURSELF: Though we greenlit this campaign last month/last week/yesterday, is it still right for the context and moment?
PRINCIPLE 3: Consider creative considerations.
In line with the reassessment of marketing campaigns, all creative campaign elements of the brand must also be in constant scrutiny at this point. Organizations need to carefully evaluate their messaging – from the tone, visual imagery, copy, keywords, and media placements.
For instance, slapstick humor in marketing campaigns is not appropriate amidst the health crisis. Simple marketing decisions such as canceling the brand’s annual April Fools ad should be made ahead of time.
ASK YOURSELF: Are all of the creative elements — tone, copy, visuals, keywords, placements — appropriate and relevant to this new reality?
PRINCIPLE 4: Change priorities amidst uncertainties.
The management team has a responsibility to take the helm and navigate the organization in times of uncertainty. This is why they need to make the executive decision to evaluate their media budget and shift priorities towards the things that their consumers need during this time.
Organizations today need to have a mandate to be helpful in any way they can. Whether it’s for their employees or consumers, brands need to shift their digital marketing tools & priorities towards particular advocacy that will help improve the lives of their consumers while they are staying at home under quarantine.
ASK YOURSELF: What are the most relevant brands, products, or campaigns our media can support right now, and do we need to shift budgets?
PRINCIPLE 5: Contribute and help at every opportunity.
Now more than ever, it is essential for members of the organization to come together and help one another. Organizations must think of creative and innovative ways to help their consumers, partners, and other stakeholders. Take a look at the brand’s digital assets and think of possible opportunities on how the brand can support advocacies, donate, or even amplify information dissemination.
ASK YOURSELF: What ways can our brand — and even our owned media channels — be helpful to people and businesses in this moment of need?
Guided by these principles, here are five ways to create a responsible digital marketing campaign in the wake of COVID-19:
TIP 1: Adjust marketing campaigns and reassess scheduled content timelines.
The first step that an organization needs to accomplish is to audit the digital content that is currently in the pipeline for the next few months by:
· Deciding what should be immediately put on hold.
Major brand launch campaigns need to be pushed back. This does not mean that the campaign should be canceled entirely just because several campaign elements are not appropriate in times of crisis. The campaign can resume once the outbreak subsides.
· Consider which campaigns to prioritize or pivot.
Be strategic in mapping out your organization’s digital marketing campaign in times of uncertainty brought by COVID-19. As such, consider moving some things up in the pipeline for the interim or look for some ways to help pivot messaging that can help in disseminating the health crisis response plan.
TIP 2: Carefully evaluate the brand’s imagery and language.
Visual communication is a powerful tool, especially in times of uncertainty. Be mindful of the brand’s message by:
· Avoiding visuals of crowds that do not promote social distancing.
This includes images of people working and huddled together in the office or social gathering of families out of their homes.
· Rephrase marketing messages that connote close interactions.
Even figurative languages such as “get in touch” or “work hand-in-hand” may be deemed inappropriate, and it can be deeply scrutinized by consumers.
TIP 3: Don’t capitalize on the crisis.
In any kind of tragedy or crisis, it’s important to remember that organizations should not profit from the market’s anxieties and fear. Here’s how you can do it right:
· Keep stakeholders informed.
Brands need to actively communicate with their stakeholders in times of crisis. Relay proactive measures and inform consumers about the organization’s COVID-19 response plan as promptly as possible.
Source : https://www.business2community.com/
