目前，世界处于动荡状态，冠状病毒在全球范围内蔓延。许多国际边界已经关闭，共享市场正在下降，整个国家都被锁定了。许多企业，尤其是旅行和旅游业，都处于失败的严重危险中。其他人正在生存，但不确定他们可以做些什么来最大程度地减少伤害。有些像超市这样的销售量如此之大，以至于他们几乎无法应付需求。
您可能想知道您是否可以摆脱公司的出路。这将在很大程度上取决于您的行业，位置和Covid-19在您所在地区的传播。显然，在线企业的情况更容易，尽管即使这些都有自己的挑战。
但是，在大多数情况下，您可以使用营销来最大程度地减少危害，至少可以帮助您踩水直到更好的时代。即使您有效地必须在电晕锁定期间搁置业务，也应该能够计划在整个恢复期间推销自己的方法。
Of course, the marketing that you will undertake over the next few months is likely to be very different from how you planned this year. According to a recent survey from Advertiser Perceptions, one-third of advertisers had canceled at least one campaign before it started in response to the pandemic. Forty-five percent of respondents pulled a campaign already in progress, while 49 percent delayed a campaign until later in the year.
通过冠状病毒营销：
以道德行事 - 人们会记住那些利用人们恐惧的人
Whatever you do, don’t be the bad guy who exploits people's fear at this time. This is not the time to make a quick buck by stockpiling toilet paper and hand sanitizer and then selling it back at ten times the regular price. Sure, you may have to raise some prices because your costs have increased, but don’t price gauge.
同样，避免向人们出售虚假梦想。例如，将您的围巾表示为面罩是不负责任的。
Many Businesses Will Struggle – Some Will Fail
我们必须诚实。冠状病毒将对商业部门产生持久影响。大多数企业会挣扎；有些会失败。在某些情况下，您也许可以暂时搁置业务，在更好的时期将其复活。
对于旅行和旅游业中的人来说，这尤其如此。大多数国家已经禁止海外旅行，在那些封锁的地方，目前国内旅行也受到严重限制。目前，您不太可能通过增加广告支出来获得更多的客户（如果有）。取而代之的是，您现在需要花时间重新利用您的业务，看看您和您的员工可以做什么，直到更好的时光回来。
如果您在一个提供政府支持的国家，请检查他们为您提供什么。这可能会使生存和陷入困境之间有所不同。
Some Suffer More from the Coronavirus Than Others
虽然目前比以往任何时候都使用互联网，但这并不意味着他们正在进行一次伟大的购物狂。他们的资金不确定，许多国家都对您可以在线销售的商品施加了限制。
The Coronavirus has also created a few opportunities for enterprising firms and marketers. Mattel, for instance, has created a new resource for parents, many of whom now face an extended period of having their children at home all day. Mattel Playroom is a one-stop-shop with activities, tips, and content from Mattel brands such as American Girl, Barbie, Fisher-Price, and Thomas & Friends. The site offers DIY designer tutorials and advice on how to play with toys. Mattel commits to updating their Playroom each week.
这在很大程度上取决于您的行业，您可以轻松地摆脱困境。但是，即使是受到最糟糕的部门（例如旅行）仍然可以使用品牌识别营销来保持其名称在更好的时代返回时可见。
在线营销比传统营销更容易
搜索引擎流量在上个月发生了明显变化。整体购物的人更少。但是，对某些类别的需求量很大。这对在线购物者和通常亲自购物的人一样重要。
当然，在许多地方，您目前只能购买必需品。在某些领域，这适用于在线贸易和面对面。例如，在新西兰，只有那些出售必需品的公司目前才能在线销售，即使那样，他们也只能出售和交付必要的物品。一些公司试图在其通常的库存线上添加“必需品”，但政府仍然关闭了他们的活动。
但是，在线营销为公司提供了更多针对营销的机会。无论您做什么，都可以使用在线营销来获得品牌认可。只有最大的公司可能会为潜在客户无法购买的产品支付电视广告。设计关注购买金字塔早期阶段的在线营销活动要容易得多。
目前，传统营销的机会更少。当人们仍然看电视和收听广播的时候，读取传统报纸（尽管他们仍然使用在线版本）很少，而且杂志的销售却很少。显然，销售点营销或使用广告牌之类的东西几乎没有意义。
除非您制作必需品（在这种情况下，您几乎不需要营销），否则您现在应该更少强调转换。在大多数行业中，转换统计数据都很低。
尽管许多人正在使用互联网，但搜索趋势已经发生了很大变化，这将影响您的PPC广告。在撰写本文时，美国最受欢迎的趋势问题是：“在Covid期间吃外卖是安全的吗？”WordStreamhas noticed that Google search ad impressions are running at about 7% below average. However, they have also seen conversion rates drop by an average of 21%.
WordsTream发现，大流行期间，以下行业的大多数指标都会增加：
- 非营利组织和慈善机构
- Health and medical
- 商业管理
- 金融
- Beauty and personal care
- On-demand media
- Greetings, gifts, and flowers
在PPC绩效方面，表现最差的行业是：
- Travel and tourism
- 酒吧和餐馆
- 现场娱乐
- 会议
- 运动和健身
- Building and construction
- 工业和制造业
其中一些可能是区域性的，具体取决于贵国或州的特定限制。
缩小公然自我促进 - 使您的营销适合这种情况
在冠状病毒的早期，广告商士兵就开始了。在某种程度上，尤其是在传统媒体上，这是因为他们已经为广告老虎机付费，并且没有足够快的范围来改变它们。这导致了一些非常不合适的广告正在运行。这些品牌敦促人们在锁定期间大量旅行花费大量时间，每次看到电视广告播放时都会损害。
人们目前了解对经济的危险。一些经济学家正在谈论可能接近30％的失业率。观众不需要您在电视上公然向他们大喊，告诉他们花钱买您无法交付的东西。
Also, make sure that you check your facts before making public announcements. New Zealand’s largest store, The Warehouse, announced to the local stock exchange, and then advertised to the public, that they would still trade during the country's lockdown. People queried whether much of The Warehouse's production counts as essentials. Eventually, Prime Minister Jacinda Adern stressed to the nation that The Warehouse was not an essential service, and the government would not permit the chain to open. A subsequent relaxation of the rules allowed The Warehouse to sell a limited range of essential items via online sales only. The public relations debacle that followed the initial announcement had the New Zealand Stock Exchange querying whether The Warehouse misled investors with its incorrect press release.
同时,开放与你的潜在客户。如果哟ur product goes into short supply, perhaps because of panic buying, explain to the public the problems you are facing and give them estimates on when your supply chain will be back to normal. For example, flour has vanished from many supermarket shelves in parts of the world. A flour mill issued a press release, explaining that the problem wasn't a lack of flour. They were still producing all the flour that their commercial customers (mainly bakeries) needed. The problem was that they had used four years' worth of retail-sized bags in a week, and the bag manufacturers had not yet scaled up production sufficiently to meet demand. The smallest packets the flour manufacturers could currently source were the 20-kg bags they use for small bakeries. Some supermarkets are now selling these 20kg bags, assuming that it is better to make some flour available than have bare shelves.
向人们提供有用的内容
您可能会想知道，如果您无法销售产品，应该尝试哪种类型的营销。如果您面临禁止参加工作场所并必须在家中运作的禁令，则尤其如此。
内容营销（通过您的公司网站and social media, along with any influencers with whom you have working arrangements) can be ideal for keeping your brand visible.
您的品牌可以创建许多类型的内容营销材料。我们以前写过23种内容营销材料可帮助您的业务发展. You are sure to find something that you can do, even if you have had to lay off most of your employees until better times return. The key to successful content marketing, particularly during hard times such as now, is to make your content useful. It shouldn't be all blatant self-promotion. You should look at creating content that will be of use to people as they try to rebuild their lives as the effects of Coronavirus diminish.
Help Fight the Coronavirus Battle if You Can
许多品牌都在世界各地加强，以帮助与Covid19大流行作斗争。许多人改变了生产线，并致力于帮助人们与战斗进行战斗。这些范围从啤酒厂和石油公司，他们现在正在制作洗手液，再到卡哈特等各种时尚和服装品牌，他们将其生产转移到面具面具和医疗礼服上。
例如，26个直接面向消费者的品牌，包括Boll＆Branch，Greats and Rockets of Awesome宣布了Brands X更好，每个公司将向慈善机构捐赠2％的总销售额或10％的收益，以帮助帮助四月大流行。肯德基正在将100万只鸡送到其4,000多家美国餐厅，以帮助他们进行捐款和食品赠品，例如喂养急救人员。
You might not be able to make such a direct contribution. Still, anything your business can do to help save lives and speed the eradication, or at least control, of Coronavirus has to be some of the best marketing you will ever do.
