Marketing During Disasters: What’s in Your Digital ‘Go Kit’?

Every year at this time, marketers sit down to plan out their annual initiatives—launches, campaigns, events. But one category is noticeably missing from most lists—marketing’s crisis response plan. There is a lesson to be learned from the massive business disruptions caused by natural disasters like Superstorm Sandy. Most B-to-B organizations have a business continuity plan that lays out how IT operations and business functions are brought back on line after an outage … unfortunately, marketing, and its ability to reach customers, is usually an afterthought

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