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Depending on what bucket your business or industry currently falls into — i.e. Directly Harmed, Directly Benefiting, or Indirectly Affected — there are different marketing channels you should consider prioritizing right now.
If you’re Directly Harmed, shift from pay for performance, pay for conversion channels to investing in pent-up future demand: collecting email addresses by signing up for a newsletter, subscribing to a blog, etc.
Your goal should be to build and add users to future audiences to convert them later.
If you’re Directly Benefiting, take advantage of cheaper costs — lower CPM (cost per thousand impressions) and CPC (cost per click) — by heavily investing in your paid channels.
If you’re Indirectly Affected, you have to identify which channels keep working for your conversion and which channels you can use for pent up demand.
Almost everyone can take advantage of lower ad costs and higher online attention to invest in either organic or paid.