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Faced with the coronavirus pandemic and a difficult economic climate, almost every industry finds itself undergoing a major paradigm shift, from local retail stores having to dramatically ramp up their online capabilities to major global brands grappling with supply chain challenges and changing consumer behavior.
For marketers, this moment of upheaval has meant rethinking well-planned strategies, with a new emphasis on helping ensure their businesses survive the uncertainty ahead. As a marketing and investor relations professional in the automotive tech industry — where supply chains are consolidating and innovative technologies are rapidly reshaping the driver experience and market demands — navigating transformational change was at the core of my job even before COVID-19. Now, as a broad swath of other industries confront similar challenges, here’s how marketers can adapt their strategies to fit the new normal