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Welcome to Bamboo Network 2020

ADAPT YOUR MARKETING STRATEGY FOR COVID-19

Customers may never know how a company’s finance or HR department responds to a major unpredicted event, but marketing sits center stage, its moves reflected in every ad campaign, message and channel. You set the tone for how customers perceive the brand during a difficult time.

Taking the right actions and finding the right message can be challenging, especially in a fast-changing situation. All companies should operate with integrity and trust even as they come under pressure from a swiftly evolving situation. Those with a product or service well-suited for difficult times must, meanwhile, tread lightly, lest customers think they’re exploiting tragedy.

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INSIDE GOOGLE MARKETING: 5 PRINCIPLES GUIDING OUR MEDIA TEAMS IN THE WAKE OF THE COVID-19 OUTBREAK

To say it’s a unique time in the world is an understatement. As we all collectively grapple with what this global pandemic means for us — as humans first, but also as professionals — there are often more questions than answers. There is no playbook for times like these, but what I’ve found is that crisis can provide clarity.

Though we’re uncovering new challenges every day, we’ve worked to codify a set of principles to use internally to evaluate our media campaigns in this altered marketplace. And in keeping with the theme of “five” — as in the “Do the Five” initiative featured on Google homepages around the world, in partnership with the World Health Organization — I want to share five principles that I hope are helpful to other brands undoubtedly navigating the same uncharted territory.

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WHY SUB-SAHARAN AFRICA NEEDS A UNIQUE RESPONSE TO COVID-19

As people continue to travel, it is only a matter of time before COVID-19 spreads to the rest of the 54 countries on the continent. As I write this from Monrovia, Liberia – a country whose health system has suffered enormous challenges due to civil wars and the Ebola epidemic in 2014 – I am compelled to highlight that one size does not fit all, and special considerations need to be taken into account as we develop the COVID-19 response for Africa.

The continent’s population and health systems make it different from other regions that have experienced COVID-19 to date. Three factors are important at the population level.

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