Pivoting strategies 

In an age when marketing success can hinge on a business’s ability to quickly react to and pivot strategy around trends in real-time, the COVID-19 outbreak is changing consumer behavior. Just as CEOs are adjusting business travel policies and IT professionals are preparing networks for an influx of work-from-home traffic, marketing teams are also preparing for changes.

International disruptions in the daily operations of people and businesses have already had resounding effects on search engine marketing (SEM) planning and execution across multiple industries. From search volume fluctuations to supply chain interruptions, our SEM teams have had conversations with clients about how to pivot strategy to ensure businesses are doing everything they can to protect the health and wellness of their employees and of those in their supply or manufacturing chains, while also supporting their customers.