{"id":8328,"date":"2020-05-13T09:49:22","date_gmt":"2020-05-13T07:49:22","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=8328"},"modified":"2020-05-13T09:49:25","modified_gmt":"2020-05-13T07:49:25","slug":"marketing-best-practices-during-and-after-covid-19","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/marketing-best-practices-during-and-after-covid-19\/","title":{"rendered":"Marketing Best Practices During and After COVID-19"},"content":{"rendered":"<div style=\"text-align:center\"><img decoding=\"async\" src=\";https:\/\/assets.entrepreneur.com\/content\/3x2\/2000\/20200508210321-GettyImages-1205684302.jpeg?width=700&amp;crop=2:1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Marketing Best Practices During and After COVID-19\" title=\"Marketing Best Practices During and After COVID-19\" \/><\/div>\n<p>Best Practices for <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/business\/\">Marketing<\/a> During and After COVID-19<\/p>\n\n\n\n<p>Marketers need to proceed with caution and empathy.<\/p>\n\n\n\n<p>A <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/business\/\">global crisis<\/a> can either paralyze a\u00a0<a href=\"https:\/\/www.entrepreneur.com\/topic\/marketing\">marketing<\/a>\u00a0team or galvanize it to thrive. In the wake of the <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/business\/\">COVID-19<\/a> pandemic, that\u2019s exactly what we\u2019re seeing: some companies are cutting back on marketing (in some instances, laying off the entire marketing team), while others are being more agile and coming up with interesting ways of engaging their audience during these difficult times.\u00a0<\/p>\n\n\n\n<p>If you want to stay in\u00a0<a href=\"https:\/\/www.entrepreneur.com\/topic\/business\">business<\/a>, you can\u2019t stay idle for long. As a business owner myself, I understand why many entrepreneurs would want to cut down completely on marketing activities. Being conservative feels like the safe choice when there\u2019s uncertainly about how long the crisis will last. But we have to balance financial responsibility with the need to keep consumers informed and engaged when things get tough.<\/p>\n\n\n\n<p>In fact, long-term studies show that the right approach during economic uncertainty is to\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/adage.com\/article\/cmo-strategy\/history-shows-marketers-who-keep-spending-during-downturns-fare-much-better\/2247946\" target=\"_blank\">increase \u2014 not decrease \u2014\u00a0 your marketing spend<\/a>. The last thing you want is to be caught flat-footed and find yourself lagging your competitors when the\u00a0<a href=\"https:\/\/www.entrepreneur.com\/topic\/economy\">economy<\/a>\u00a0revs up again.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/programetrix.com\/wp-content\/uploads\/2020\/03\/Best-Practices-for-Running-Digital-Ads-During-COVID-19-PrograMetrix-600x400.jpeg\" alt=\"Marketing Best Practices During and After COVID-19 \" \/><figcaption>Marketing Best Practices During and After COVID-19<\/figcaption><\/figure>\n\n\n\n<p>For the most part, consumers are receptive to some marketing at this time. A&nbsp;<a href=\"https:\/\/www.marketingdive.com\/news\/4as-56-of-consumers-interested-in-brands-covid-19-initiatives\/574728\/\" rel=\"noreferrer noopener\" target=\"_blank\">recent study<\/a>&nbsp;from the American Association of&nbsp;<a href=\"https:\/\/www.entrepreneur.com\/topic\/advertising\">Advertising<\/a>&nbsp;Agencies found that 43% of consumers find it reassuring to hear from brands. In addition, 56% said they like learning how brands are helping their communities during the pandemic. Only 15% said they\u2019d rather not hear from companies.<\/p>\n\n\n\n<p>That said, marketing during these times requires sensitivity to what\u2019s going on in people\u2019s lives and the flexibility to keep up with swift and swooping changes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Start with customer empathy<\/h2>\n\n\n\n<p>COVID-19\u2019s impact on consumer behaviors and attitudes cannot be understated. An&nbsp;<a href=\"https:\/\/www.rivaltech.com\/consumer-closeness\" rel=\"noreferrer noopener\" target=\"_blank\">ongoing study<\/a>&nbsp;we\u2019re conducting with our sister company Reach3 Insights recently found that 76% have recently picked up new habits, behaviors and routines in the wake of COVID-19. Of those people, 89% said they plan on keeping some of their new habits. Consumers are also trying new products, with 36% planning to&nbsp;<a href=\"https:\/\/www.reach3insights.com\/online-grocery-shopping-covid-19\" rel=\"noreferrer noopener\" target=\"_blank\">continue using new brands<\/a>&nbsp;they\u2019ve tried after COVID-19.<\/p>\n\n\n\n<p>Now is not the time to rely on assumptions. Any data you have from 6 weeks ago\u2014let alone 6 months ago\u2014is already out of date. As the consulting firm\u00a0<a href=\"https:\/\/www.entrepreneur.com\/topic\/gartner\">Gartner<\/a>\u00a0recently advised, CMOs\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.businesswire.com\/news\/home\/20200318005046\/en\" target=\"_blank\">must be proactive<\/a>\u00a0in monitoring changes to customer behaviors and purchasing needs while the crisis is unfolding.<\/p>\n\n\n\n<p>Businesses must move forward but do so with genuine empathy. Marketers can help C-suite executives take the right action by acting as a lighthouse for consumer understanding. Many companies already have existing Voice of Customer and research programs\u2014these can be leveraged at this time to uncover the emotions underlying people\u2019s shifting attitudes and behaviors. Doubling down on customer engagement and listening programs can help provide\u00a0insights on how to best move forward.<\/p>\n\n\n\n<p>Read more: <a href=\"https:\/\/www.entrepreneur.com\/article\/349535\">entrepreneur<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Best Practices for Marketing During and After COVID-19 Marketers need to proceed with caution and empathy. A global crisis can either paralyze a\u00a0marketing\u00a0team or galvanize it to thrive. In the wake of the COVID-19 pandemic, that\u2019s exactly what we\u2019re seeing: some companies are cutting back on marketing (in some instances, laying off the entire marketing [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[45],"tags":[31,720,519,561,238,718,416,65,631,608],"class_list":["post-8328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-business","tag-cmo","tag-coronavirus","tag-covid-19","tag-entrepreneur","tag-global-crisis","tag-marketer","tag-marketing","tag-marketing-plan","tag-pandemic"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | Marketing Best Practices During and After 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