Shopping journeys increasingly online

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A good way to produce content responsibly is to clarify how your company is doing, what measures you are taking and what changes customers can notice. Transparency is essential — it builds trust and shows that the company is made up of people. To maintain content production, you can also analyze which products or content are in the most demand (google trends can help with this) and how you can help at this time.

There are good opportunities. Sap, for example, created a virtual event for its traditional take yout child to work day — a way to offer value to employees and consumers in the current context with new content. Have empathy to understand how the pandemic is affecting the persona and how your content can offer them value now.

It's time to strengthen bonds of trust. social distancing and travel restrictions between cities and countries have placed people indoors for an indefinite period of time. Even though spending on non-essential purchases has declined, people have not stopped consuming. But now, with stores closed, they only have one option: buying online.