They include the following:
- Keep Emphasizing Digital Accessibility: “Digital marketing is now the dominant way, if not the only way, to reach customers.”
- Be Bold in the Quest to Stand Out: “Indeed, innovation in products and services is essential. But so too is innovation in marketing… If you’ve hit upon something in your business that makes you stand out, think of ways to highlight it in your marketing communications.”
- Humanize Your Brand: “Find complementary marketing tactics that combine your brand identity with some empathetic elements such as giving back, helping the local economy, emphasizing the importance of staying at home, or helping people through the effects of quarantine.”
- Give Extra Care Crafting Your Messaging: “Messages should shift from “here’s why you need to buy” to “we are here for you when and where you want us to be.”
- Double Down on Emerging Channels: “One of the most significant developments has been the rapid adoption of video engagement…While digital access is more important than ever [it is] imperative to design and deliver a consistent and seamless experience across channels.”
