Author: Brooke Burdge

There is no doubt that right now, we’re all navigating through a completely unprecedented time—both personally and professionally. As marketers, we spend a lot of time thoughtfully planning campaigns in advance: our content calendars, product launch outlines, and coordination across teams and channels. But what happens when those plans and priorities become unclear, as they are now during the COVID-19 crisis? Marketers are always thinking from the perspective of their audience. We craft personas and actively try to envision the people behind our messages. What are their motivations, fears, hopes? We conduct focus groups to hear feedback first-hand. We carefully consider and A/B