Marketing in the times of the Pandemic (COVID-19)

The Coronavirus came to turn our lives upside down.


The 2020 outbreak of the new coronavirus (COVID-19) will go down in history due to its massive impact on the global economy and public health, both physical and psychological. At some point, life will return to normal, but it will no longer be the same as before. People have been buying by panic in recent weeks as they wake up from how unprepared we were for a crisis. As a result, many are rethinking their spending habits and meeting the needs they should have on hand. Some of these temporary accommodations will become permanent as people discover that they prefer them over the old ways of doing business and communicating.


From having to practice physical distancing and getting used to life without the great outdoors to continually washing our hands and wearing masks and watching many people get sick, the Coronavirus is something none of us expected.


Even our businesses are suffering. Just by looking at the marketing statistics we can tell that the results are devastating.


That said, we must not avoid talking about customers and businesses in the era of the coronavirus. It may seem superficially commercial to discuss brands, prices, and customer behavior as we look at statistical data that reflects the magnitude of a pandemic. But the practical reality of global economic trade means that we need to trade now for the good of all humanity.


The COVID-19 outbreak is rapidly hitting supply and demand and it is becoming clear that no business will be unaffected. Only those who make smart decisions and take timely action will be able to stay ahead of the game and avoid potentially dangerous losses.


So how are marketing going to adapt in the coming months, and what can you do, as a business owner, to protect (or even boost) your brand image when fear and stress are at their highest?


The main challenges that businesses will face.


Both the private and public sectors are struggling to keep COVID-19 contained. While the social consequences are easy for all to see, the full extent of the economic impact the outbreak will have is still unclear. However, it is not impossible to predict some behavior patterns and anticipate the main challenges that will arise as a result.


With concerned consumers trapped in their homes, companies canceling events, and even giants closing their department stores, here are the top issues that should keep our attention going forward:


  • The global economy is taking a big hit.
  • Consumers are anxious, paranoid and active mainly online.
  • There is limited shopping and travel.
  • There is an almost instant meltdown when it comes to in-person services due to physical distancing.
  • There is a significant decrease in performance metrics on social media
  • The media is saturated with information about the virus that puts brands completely out of the spotlight.


It is important that we listen to our intuition and that our position is clear to our audience regarding the immediate steps we will take to address this crisis.


With this in mind, how can businesses connect with consumers in these uncertain times to not only maintain strong relationships but also actively build trust with their customer base?


We must not stop selling, but do it responsibly, in the right way, at the right time and in the right place.


Marketing strategies to face the crisis.


It is in times of crisis when a good marketing strategy is most needed. What we do now will be decisive in staying in the market or even getting ahead of the competition when the situation stabilizes. Although it seems cliché, every crisis is also an opportunity.


On the one hand, not all sectors are going to be affected equally. If hotels are going to suffer losses from vacation cancellations, food delivery restaurants are seeing their orders rise and some online purchases are on the rise. Even in the areas most directly affected, many opportunities can be found.

Marketing actions.


Among the measures we can take, we have from the most basic and tactical, such as price adjustment, if we can afford it, to the adaptation and promotion of products that adapt to demand.


The important thing is to keep our customers informed, so it is time to transmit a message of tranquility: through the web, our social networks or by sending an email. We may include information on the measures that are being taken, if the situation is affecting planned shipments and how they are being managed. This communication is vital so that our clients know that we continue working.


Online consumption is skyrocketing due to quarantines and recommendations to stay at home, so it is more important than ever to have a website at the level of our company.


Customer service should be a priority at this time: dedicate a special effort to contact channels and if we do not have them yet, open a company profile on WhatsApp Business. Now is the time to take care of the best customers and work to support them.


Another line to follow is to use the values ​​of the company to support customers. Telephone operators are offering additional gigs to support teleworking, audiovisual content companies have increased children’s content, large social networks are donating advertising credits, etc.


Finally, let’s not forget to monitor online searches to prevent our brand from being associated with negative news.


Preparation for a changing situation.


Such a serious crisis that changes almost hourly requires a higher level of attention and speed of reaction. It is vital to show empathy and sensitivity, because health crises cause emotions that are difficult to control in people.


By showing good leadership in the face of adversity and gaining the trust of the public, both internally and externally, companies can emerge stronger after a crisis, as has been demonstrated in past situations.


by Abdullah Sam
I’m a teacher, researcher and writer. I write about study subjects to improve the learning of college and university students. I write top Quality study notes Mostly, Tech, Games, Education, And Solutions/Tips and Tricks. I am a person who helps students to acquire knowledge, competence or virtue.

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