Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

Brands that aim to make the home more comfortable should be in a strong position as COVID-19 is causing people to spend vast amounts of time indoors. That trend, however, is also leading to the closure of brick-and-mortar stores and a subsequent decline in revenue.

Takeaways

  • E-commerce is of growing importance to brands that previously relied on traditional retail, and will see growing competition.
  • Advertising expenditure may need to be directed against direct-to-consumer activities if the goal is to stimulate immediate demand in a financial crunch.
  • Planning for various scenarios – say, based around the short-, medium- and long-term closure of brick-and-mortar stores – can help marketers prepare for varied outcomes.