TECH BUYER Apr 2020 - IDC Perspective - Doc # US46175320

Marketing Through Uncertainty: Responses for the Coronavirus Crisis

By: Kathleen Schaub, Douglas HaywardResearch Director, Worldwide Digital Strategy and Agency Services


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This IDC Perspective contributes ideas and recommendations from analysts, clients, and event experts to assist marketing leaders with adapting. Guidance on empathic communications, event virtualization, and managing under uncertain conditions are provided. For the next few months, marketing leaders must tackle serious, pragmatic decisions while working under the menacing shadows of health risks, impending financial uncertainties, and shelter-in-place complications. Triage for immediate challenges, especially customer communications and shifting physical events, consumes the most attention. But planning for 2H20 and even 2021 must already by faced.

"I've been impressed with the courage, sensitivity, practicality, humor, and innovation of the marketing leaders I've talked to in last few weeks. The coronavirus crisis necessitates a pivot on so many levels. Now is the time to share experiences and ideas," says Kathleen Schaub, vice president, CMO Advisory. "Although the situation is unprecedented and the future will be a new normal, lessons from the past, including the 2008 credit crisis, and from each other can help everyone adapt and move forward."



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