Google Releases Complete Guide To Marketing Your Business During COVID-19
Google has released a detailed document they are calling the COVID-19 Marketing Playbook to help you create a strategy for marketing your brand during and after the ongoing pandemic.
The recommendations included are based on Google’s own observations of how businesses are responding to the quickly changing situation and the company’s internal data.
The Three Stages of COVID-19 Marketing
According to Google’s guide, there are three stages of marketing as the situation has unfolded:
- Respond
- Rebuild
- Recover/Re-frame
Here is what each of those stages mean and how you can do to help your business during each step:
Respond
What’s Happening?
Businesses are responding and adapting to fast-changing consumer behavior and fluctuations in demand.
What Can You Do?
Solve what matters today to get your business ready to rebuild.
Rebuild
What’s Happening?
Businesses are planning for the recovery and rebuilding their marketing fundamentals, with deeper insights, tools, and measurement.
What Can You Do?
Prepare to capture dynamic demand and position yourself well for the recovery.
Recover/Reframe
What’s Happening?
Businesses are reframing their business models and digital marketing practices to restart or maintain growth.
What Can You Do?
Implement marketing learnings from the crisis into your long term business strategy to drive sustained growth.
The Three Stages of COVID-19 Marketing Strategy
Similarly, Google says there are three steps to marketing your business during the pandemic:
- Use consumer insights to drive your approach
- Assess the impact on your business
- Take action now
How COVID-19 Has Affected Search
Google has identified three specific ways the ongoing COVID-19 situation has affected search patterns so far:
Shock
Sudden change in behavior, unlikely to be sustained
Example: Quick rise and fall in school-related searches as shelter-in-place orders were implemented.
Step-change
Sudden change in behavior that may sustain
Example: Quick increases in exercise-related searches have stabilized at heightened levels during this time.
Speed up
An acceleration of existing behavior that may sustain
Example: Google has seen an acceleration in the growth rate of delivery-related searches that appear to be maintaining for now.
How Google Has Responded To COVID-19
To illustrate how to put these concepts into practice, Google points to its own response to the COVID-19 pandemic and highlights five principles to ensure your strategy remains effective and relevant:
- Context – Related to localization
- Constantly Reassess – Being flexible and responding to changing trends
- Creative Considerations – Evaluate if artwork, tone, words, and other create aspects are appropriate
- Changing priorities to navigate uncertainty – Being helpful in a way that fits the current reality
- Contribution at every opportunity – Identifying ways your brand can help that are specific to the pandemic
Download Google’s COVID-19 Marketing Strategy Playbook here (PDF) or read the full announcement about the playbook here.
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