Brand Marketing Strategies Are Shifting (Again) During the Pandemic

Posted on by Chief Marketer Staff

Recently we looked at how marketers were approaching communication strategies as businesses began to slowly reopen in certain parts of the country. Oh, what a difference a few weeks can make. Now that COVID-19 cases are increasing at an alarming rate in states such as Texas, Florida and Arizona, marketers are having to adjust their advertising spend once again, AdExchanger reports.

Small luxury cruise line Lindblad Expeditions had paused ad spend in March and focused on a content program to entertain customers in lockdown. It had planned to ramp up spending in July, but the recent rise in COVID-19 cases forced the company to postpone promotions until 2021. Now, it’s running webinars that highlight safety and cleaning procedures to consumers and also using data on consumer sentiment to gauge when people are ready to travel.

Other brands, including Bayer and Pandora, have focused heavily on ecommerce sales and direct-to-consumer tactics to reach consumers while at home. And Pandora is shifting spending on advertising across the country depending on particular states’ reopening policies. For more on the shift in brand marketing strategies during the pandemic, check out AdExchanger.


Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards


Click here to view the 2021 winners.
Information on 2022 coming soon!

CHIEF MARKETER 200 Winners Announced

CM 200

Click here to to view the full list of the 2022 winners!

Chief Marketer Job Board