Dentsu Aegis Network (DAN) in an advisory update, recommends the following media mix:

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minimize OOH (cinema, airport, railway);
increase digital (official media, short video, social, news, and info sites);
maintain OTT;
maximize the use of online videos.
No surprise: content is the most important marketing asset during canada cell phone number list a crisis and in a struggling economy.

As Dave Gerhardt put it: “No one knows how long this will last — three, six, twelve months? It is realistic to think that most B2B companies are going to miss 2020 revenue goals by 50% or more. This is the time to scale up content. Content is the thing that gets people to know/like/trust your brand. And if you do content right over the next 3-6 months, you can build relationships with people who will be your future buyers in Q4 and beyond. Just because people might not be buying in your industry doesn’t mean they don’t want entertainment or education from your brand.”

“Content is the most important marketing asset during a crisis and in a struggling economy.

Dave Gerhardt, Privy.com
Which brings us back to the concept of responsibility.

Be a responsible marketer: invest in actions and bring a human focus to customer concerns
Based on the new Kantar’s “Covid-19 Barometer”, what consumers want brands to do during the crisis is to help them.

The top three comms strategies among consumers include:

talking about how the brand is helpful in the new everyday (77%);
keeping them informed about the brand’s reaction to the new situation (75%);
offering a reassuring tone (70%).
At the same time, 75% of respondents agreed brand should not “exploit” the Covid-19 situation to promote the brand. Other 40% percent of the sample believes brands should avoid humor. It is a tricky line to walk, however.

On the other hand, marketing and advertising are not the front-and-center issues in the near term, as companies have to contend with business fundamentals such as safeguarding staff members and ensuring their supply chains are getting customers what they need when they need it most.

That said, recognizing the core human concerns of employees and consumers is paramount right now — and it is here that marketers can play a central role.

Invest in actions, not content, and ads about actions. There have been many past crises where marketers happily publicized their contributions. But the present moment is not a time to promote actions.

A big shout out to companies like LVMH, Brewdog, and Ramazzotti which have already turned around their manufacturing lines to mass manufacture hand sanitizers for French, UK, and Italian hospitals.

Deliveroo, Lidl and Morrison have distributed free food to NHS professionals and to food banks. It’s the kind of thing that gets remembered many years later.

We marketers, especially the ones not involved with above mentioned large corporations, are not supposed to go with such magnificent gestures. We are not epidemiologists, neither doctors.