The third addresses brands that can't do much to cope with the situation and whose business is subject to exogenous factors. Consider an airline. Whatever the situation, the business will need to make quick, tactical decisions that allow it to continue executing its business in the short term.
"The business must make quick, tactical decisions that allow it to job function email database continue executing its business in the short term."
And that's where Ritson reinforces that many marketers make the mistake of forgetting a concept that is more than 60 years old but is still just as valid: The 4 Ps (someone once told me that there are now 6 or 8, but for the sake of simplicity in this text we'll stick to the original concept).
These marketing basics haven't changed, even in the current context, and each of them is a key to attracting new consumers.
The problem arises when you think that the only button you can push is the P for promotion.
And there you have content agencies racing to create the new viral template for Instagram Stories, thinking about the new emotional ad, or bringing to the table the winning concept for the new challenge that the entire audience is expected to complete, which has your product at its center.
These tactics may or may not work, but it's clear that, of the four buttons, this is the wrong one to press first. Some brands are using the other options to stand out during this crisis, and their actions lead to earned media.