Marketing tips from Google during these troubled times offer us, an insight into how businesses should ethically look at promoting themselves in the months ahead.
The Coronavirus rightly continues to dominate global news headlines with the seismic impact that it has on peoples all around the world.
As businesses reel from national lock-downs in place and with their economic futures looking highly uncertain, marketing advice from industry leaders like Google are worth taking a look at in closer detail.
1. GOOGLE MARKETING TIPS – TRUST LOCAL MARKETS
ASK – “Is this campaign right given the current local market context”?
Trust what’s happening on a local market level.
Although the Coronavirus is a global pandemic, businesses should start by examining what is happening on a national and local level to therefore adopt the most appropriate marketing campaigns.
Be agile and adapt campaigns quickly to suit.
2. REASSESS MARKETING STRATEGY
ASK – “Is this campaign still right for the context and the moment“?
Reassessing strategy constantly is an absolute must.
Because current market dynamics are pushing rapidly evolving changes, businesses must thoroughly examine every marketing touchpoint and therefore adapt brand creatives accordingly across all owned and paid channels.
3. REVIEW YOUR CAMPAIGNS
ASK – “Is this relevant and/or appropriate to this new reality”?
Closely monitor and respect local sentiment.
Closely review all marketing and creative media elements for tone, copy, visuals and placements.
4. TIPS TO NAVIGATE THROUGH UNCERTAINTY
ASK – “What marketing efforts can you support & do you need to shift budgets to operate more efficiently right now”?
Paving the way through these uncertain times will be key to business longevity.
Most importantly, establishing priorities such as the most relevant brands, products or campaigns that your teams can support right now is essential to operating in a cost-effective and media sensitive manner.
5. YOUR BRAND – LOCAL COMMUNITY
ASK – “What can your brand and your owned media channels do to help your local communities”?
Brands that go the extra mile to help their local communities during this crisis will emerge the strongest.
The law of reciprocity has never been more urgently required than in TODAY’S climate and businesses offering the hand of assistance, be it cost reduced services, cheaper products, better deliverability etc. are more likely to reap greater beneficial rewards in the future.
6. MARKETING ADVICE – RECAP
LOCAL MARKETS – Keep fully abreast of what’s going on locally to structure your marketing campaigns accordingly.
REASSESS STRATEGY – Check whether your current campaigns are actually fit for purpose.
REVIEW – Constantly review every campaign, be quick and agile to react to dynamic & volatile market fluctuations.
NAVIGATE – Uncertainty is the watchword for these present times, so be extremely vigilant and quick to shift priorities and budgets when required.
HELP – Contribute to and assist your local communities wherever possible.
The underlying fact is that we’re ‘all in this together’ and we’re all being currently impacted by this unfolding tragedy in one way or another.
As businesses look for survival usually the first thing that gets canned is the marketing, which is an understandable instinctive reaction.
History however, has taught us that it is those companies that persist with their marketing campaigns through tough economic times, are the ones most likely to emerge relatively unscathed in the aftermath.
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Please comment below and share this article, if you feel that these marketing tips may be of some benefit to people that you know and care about.
More importantly meanwhile, STAY SAFE, BE WELL & LET’S ALL HELP EACH OTHER GET THROUGH THIS!