In today’s landscape, most brands are experiencing marketing budget cuts and looking for more affordable and result oriented channels like programmatic advertising which can deliver an impeccable ROI.
Brands are constantly focusing on creating shoppable landing pages and creating new online stores. Supply and distribution are becoming more important than demand, so it’s very crucial for brands to stay in touch with their B2B audiences like retailers, distributers, ‘kirana’ stores.
Also, this is a time where brands are now exploring partnerships beyond hyperlocal delivery apps and looking for more meaningful connection with consumers in categories like online education, digital wallets and other utility apps.
But most importantly in crisis times as such brands must take the responsibility as consumers need reassurance and they are noticing which brands are playing an active role in their lives and which ones have retreated. Going dark or silent during these times might cost brands heavily in longer run, as active brands would like to take the advantage to create a halo effect and establish themselves as leaders in their industries.
Being a marketer, one must stay focused on both short and long-term goals as well as always lookout for new growth opportunities. Recommend brands to focus on accelerating digital experience and e-commerce capabilities, also prepare for the rebound build strategy for the coming ‘New Abnormal’.