Media Insights

Marketer’s Guide to Navigating COVID-19 | Edition 4

As the COVID pandemic continues to evolve, many businesses are faced with a unique opportunity to acquire a higher volume of new customers and/or acquire new customers that don’t fit their typical customer profile.

In our fifth edition of “The Marketer’s Guide to Navigating COVID-19,” we share steps to define a strategy to retain those new customers.

Retailers are starting to think through their reopening strategies as many states begin to loosen shelter-in-place policies. While there are still many unknowns, it is important to develop a customer contact strategy that builds longtime retention and helps move the customer (likely acquired during a highly promotional time period) towards a high value long-term customer.

While every retailer’s customer strategy is unique, our recommendation is to ground your strategy in customer data activation and promotion of the right products and offers to drive cross-sell or upsell opportunities. In this guide we share media strategies and tactics aligned to retailers’ phased re-opening plans.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!

Download the guide here.


Andrew Pierce

Senior Director, Paid Media

About the Author

Andrew is a Senior Director of Paid Media at Ovative. Andrew leads the firm’s Display & Paid Social channel practice, responsible for client satisfaction, team training and development, and channel growth. He is responsible for defining new channel offerings and capabilities, including maximizing value from key strategic partnerships with media platforms. Andrew has led multiple client engagements as a... Read More >>

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