pulled campaigns and scrambled to come up "Right now with new material that was directly relevant understanding customer to the crisis. The result of this was repetition behavior in as much of messaging that served to dilute the communications of each individual brand. detail as possible is As noted by the Wall Street Journal, ‘In these imperative to success, uncertain times…’ became the go-to messaging so smart investments across campaigns, with slight variations in MarTech and other depending on brand and product. The reliance on this messaging is understandable, but, capabilities that will help weeks later, marketers would be best served by you respond and rebound thinking ahead and taking a higher level view of the product and brand positioning. should not be put off." This stop-and-review approach also applies for channel strategy. By stopping to evaluate the segments affected, you can look to pull spend or tailor your messaging on channels where sentiment is less positive. The spending expectations of Millennials and Generation Z are more conservative than those of Generation X and above, for example. Pausing channels that are closely related to younger audiences in order to reflect on messaging that will suit the new conditions will enable marketers to route it GRAPH 4 to more promising segments before reengaging What companies should with new messaging when the time is right. include in ads during the COVID-19 pandemic, according to consumers. Invest into Immediate Growth Areas 0% 20% 40% 60% After you have reviewed channels, strategies, messaging, and campaigns, it’s time to identify Service adjustments promising areas for growth and invest in (change to hours, etc.) them, determining scalable and cost-efficient How companies mechanisms to reach them. As identified above, are helping while some demographics and sectors are Steps such as displaying more conservative sentiment, others cleaning are looking to expand, or at least return to pre- Actions to crisis levels of spending and operation sooner. protect workers Acknowledging the The crisis also has different dynamics on a level situation/expressing of time and geography. Demand contracts concern and expands from category to category Deals and from region to region. By monitoring PSA analytics, marketers can push into promising messages geographies and categories as demand waves peak, increasing spend to generate higher ROI Community efforts margins. Agile marketers will leverage every tool at their disposal and invest in new technologies Source: Morning Consult survey