How MarTech Can Help Streamline Crisis Communications During COVID-19
// By Althea Fung //
For most marketers, a pandemic like coronavirus is uncharted territory. Health care marketing and communications teams are working around the clock to craft and distribute content for patients, visitors, and staff. With the demand to churn out reliable content quickly, organizations may need help staying organized.
“While media budgets for our clients are dropping by, in some instances, 35 percent, the requirements on communications, especially health care, are exploding,” says Tessa Court, CEO of IntelligenceBank, a marketing software company. IntelligenceBank is one of several marketing technology (MarTech) firms jumping in to help clients organize their operations through this crisis.
Court says, with the outbreak of COVID-19, her team started to notice a change in how clients were using the suite of products — digital asset management, brand hub, marketing resources management, and marketing operations management
“In a crisis, you’re dealing with several different factors. First is timeliness. It’s important because things are changing all the time. The second is, approvals go wider than just marketing. When you have a crisis, you have to have a cross-functional team signing off — HR, legal, the executive leadership team,” she says. “We saw a lot of our clients taking the existing functionality and repurposing it to broaden the use beyond marketing.”
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