Best Practices for Marketing During and After COVID-19 – Entrepreneur

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A global crisis can either paralyze a marketing team or galvanize it to thrive. In the wake of the COVID-19 pandemic, that’s exactly what we’re seeing: some companies are cutting back on marketing (in some instances, laying off the entire marketing team), while others are being more agile and coming up with interesting ways of engaging their audience during these difficult times. 

If you want to stay in , you can’t stay idle for long. As a business owner myself, I understand why many entrepreneurs would want to cut down completely on marketing activities. Being conservative feels like the safe choice when there’s uncertainly about how long the crisis will last. But we have to balance financial responsibility with the need to keep consumers informed and engaged when things get tough.

Related: 5 Ways Brands Can Reinvent Their Digital Marketing Strategy

In fact, long-term studies show that the right approach during economic uncertainty is to increase — not decrease —  your marketing spend. The last thing you want is to be caught flat-footed and find yourself lagging your competitors when the revs up again.

For the most part, consumers are receptive to some marketing at this time. A recent study from the American Association of Source…