02/19/20

23
Global marketing strategies in times of health, social and climate crises.

Ramos Robles Ana

Abstract

Marketing is a key tool to react to crises, here are some recommendations:

1. Anticipate consumer needs: During this unprecedented time, it is critical for marketers to
understand these emerging patterns, as well as anticipate consumer needs.

2. Leverage Technology: Focus on more personalized connectivity and ways to keep services
up and running.

3. Focus on the customer experience more than ever: Customers shouldn't notice a break in
the way they've always done business with you.

4. Green practices, like reusable bags instead of plastic: The term 'green packaging' is clearly
more than just a buzzword.

5. Invest in new processes and technologies to mitigate risk

6. Be at the forefront of this change management. They will need to adapt not only their
practices but also their agency ecosystem to meet these new challenges.

Analysis

The normal response of some companies to a crisis may be; do nothing and wait out the
recession, or worse, spend less on marketing to save costs, etc. However, marketing is a key
tool in responding to a crisis. To stimulate demand, it is necessary to strengthen the brand's
market position and distribution channels. Stay in the minds of consumers, instead of
diminishing strategies and disappearing from the market. That is, active brand management. It
will take a lot of effort, using all the company's resources to support the brand, but it is
necessary.

Maintaining direct contact with customers is also very important, responding flexibly to customer
needs and creating clear and precise communication channels in real time. Provide excellent
customer service and focus on key market segments. Marketing decisions during a recession
should be based on market information, not off the table or assumptions. Worried about tax
liabilities, payroll and other obligations, business leaders forget that market research and using
marketing as a management function is key to finding great opportunities and maintaining
effective brands.

References

Birshan M., Lord V., Schlößer A. and Sheppard B. (2022). Designing out of difficult times.
McKinsey&Company. Recuperado de
https://www.mckinsey.com/capabilities/mckinsey-design/our-insights/designing-out-of-difficult-
times