Marketing in the Age of Bad News Blues: Three Ways to Combat Crisis Fatigue

Americans are experiencing a constant cycle of fear and anxiety due to the coronavirus pandemic. Before the pandemic, brand trust was already low, so marketers must work even harder to craft effective and engaging campaigns that free their target audiences from the doldrums. Companies must also be authentic and genuine in their attempt to help customers navigate this crisis.

When marketing during a crisis, marketers must recognize that different demographics experience different realities. Companies must focus campaigns on how their brands are uniquely positioned to help businesses overcome the long-term consequences of the pandemic. Agile marketing, test-and-learn methods, and adjusting tactics, not strategies, are strategies to consider in order to create successful campaigns that combat crisis fatigue.

Successful marketing during the coronavirus crisis depends on teams’ ability to adjust quickly. Companies must maintain a consistent strategy in order to pivot quickly as they continue exploring alternative tactics. It is important to be authentic and genuine when reaching out to audiences as they are looking for steady, consistent leadership during this uncertain time.