Peer marketing in this climate of global disruption.
5 min read
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Essentially overnight, a huge proportion of the advertising industry’s inventory has simply evaporated. Like a solar eclipse, COVID-19 has cast a pall over marketers across the globe, leaving many in the dark as to what to do next.
The issues and concerns are real, not hype. Inventory available for purchase has shrunk dramatically. Conferences and other live events are canceled, live sports (previously ad-supported television’s single biggest source of younger audience engagement) are canceled and out-of-home — given the majority of us are at home — is utterly worthless. Media driving to retail is rendered useless as governments begin mandating sheltering in place.
Comparisons are grim. 9/11. Katrina. Sandy. Rarely before has such an extensive portion of the market — and marketing spend — been disrupted.