The travel industry is anticipating large effects of coronavirus travel restrictions and event cancellations as testing becomes more frequent and the number of confirmed cases increases. Where someone searching for “Italy travel” at the end of 2019 may have been looking to plan a vacation, someone searching that same query now could be looking for information from their local government on travel restrictions.

Monitor efficiency metrics like click-through rate (CTR) and cost per click (CPC) to determine if the nature of people’s broad search queries are changing. Rely on remarketing and customer match audience types to assign value to returning searchers. Audit prospecting tactics and targeting, putting thought behind how to minimize COVID-19’s effect on your typical marketing traffic. In an era where corporate social responsibility is driving consumer behavior, CMOs and their marketing teams have an obligation to themselves, their colleagues, their communities and the world to protect communities against coronavirus panic through a fact-based discourse. As businesses are increasingly scrutinized online and on social media, this is an opportunity for businesses to show their commitment to a healthy global population and the safety of their workforce and supply chain. Remember to continuously check your facts, wash your hands, stay home if you’re sick, and take necessary precautions to stay safe.