When the lockdown first began, the world went on pause to see what would come next. Consumers stocked up on basic necessities from brands they knew, and brands pulled back on marketing spend to survive a 2-3 week hiatus. Now, as we sit in week 10 of lockdown, it’s obvious that this isn’t a short-term business challenge that will blow over. Brands and consumers alike are adapting, and are finding new ways to interact with and discover one another.
These are interesting times for brands. Three months ago, marketers were overwhelmed with choice when it came to their marketing mix, and trying to narrow a strategy down to key channels was the biggest challenge. Today, many of those channels have been eliminated as consumers have retreated deep into their homes to weather the storm. And while stores are slowly beginning to re-open, there’s a level of uncertainty that looks like it’s here to stay (at least for a little while).