Is building loyalty with customers the key to withstanding global shocks? asks WWF-UK's Rhiannon Shah
As COVID-19 is forcing millions of people into lockdown, how can the marketing community continue to adapt to a continually changing situation?
It is not yet clear which brands will withstand the pandemic. Entire industries are likely to be transformed, like aviation which won’t see a return to pre-Covid-19 flight levels for years. Where this leaves marketing will likely be complicated for some time. So how can marketing adapt to this shock and to future shocks likely from climate change and nature loss around the world?
What role should marketing play in the new normal?
One option, when the lockdown eases, is to ‘build back stronger, harder and faster’ and use all the techniques of marketing to get people to fly more, buy more and consume more – basically ‘a new super-charged normal’ to make up for the losses of the past few months. This strategy is no doubt favoured by those who see marketing as purely a commercial function...
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