Navigating a global crisis without causing one for your PR and marketing teams.
I never imagined my first day at Simon/Myers would take place at home, but that’s proof of just how quickly things can change overnight in a world hyperfocused on COVID-19. (And how fortunate I am that I can work remotely in the first place.) With the government declaring the internet as an essential service so we can continue to email, download, communicate, and stream amidst this crisis, we’ve never been more plugged in.
eMarketer reported this past week that time spent with all media, digital in particular, has risen as a result. It’s a trend likely to continue; the longer we stay at home, the more we turn to our newsfeeds in an effort to connect with a world we can no longer explore.
People are increasingly anxious. Navigating social newsfeeds to avoid misinformation and fake news has become routine. An economic downturn is becoming harder to ignore. Local communities are grappling with taxed resources as their governments struggle to provide essential services, while also caring for those most vulnerable.
Brands like AB InBev have taken notice, and action. Over the last few weeks, they’ve not only repurposed distilleries to make hand sanitizer, but redirected their $5M budget for sports and entertainment to directly support the American Red Cross. Examples like this are inspiring, but leave many marketers who work with more modest resources wondering what to do, and how marketing plans need to shift. Here’s some of our best advice on how to proceed:
While the novel coronavirus has presented new challenges for marketers, the age-old practice of compassion remains the same. In times like these, our content is an opportunity for our brands to be more human, offering support, encouragement, and motivation when we need it most.
One of the biggest obstacles brought on by the pandemic and remote working has been learning how to interview and onboard new hires in a fully virtual way. Finding the right fit for any position is difficult enough as it is, but doing it through a screen poses additional challenges.
Over the past year, being physically distant from each other has required changes in the way we communicate and stay connected. While this has been a challenge, it has also allowed us to re-consider not only how we communicate, but how we might improve, even beyond the pandemic.
There are few topics as hot as content marketing in the digital marketing world right now, and for good reason—great content sells. But it can also be a trap. Too often we see businesses creating content simply because they’ve been told they should do it. Without a strategic plan, businesses can spend huge amounts of time and resources on content that never resonates and never makes an impact on the bottom line. That’s a tough call to answer when marketing budgets come up for discussion.
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