Companies and producers active and socially responsible in the local community will gain trust and loyalty of local consumers for a longer period of time.

1. Define the communication position and a content platform as a producer of local products and services.
2. Establish and implement a strategy for communication activation in the local community.
3. Select, connect and activate the right communication channels and technology platforms to communicate with the local community.

Increased use of digital services and channels during the crisis will create a new group of users whose confidence in digital channels will significantly increase during the crisis. Companies and producers able to listen to and address new users will gain a new and fairly large audience.

1. Appropriately adjust digital touch points of your products and services (simplified for the most intuitive user experience).
2. Mobile phones will become an even more important touchpoint for customers and thus must offer an optimized user experience on their screens as well.
3. Properly address the new segment of users and create content tailored to that target audience that will encourage the use of digital channels and their services even after the crisis.

Advertisers need to adjust their creative patterns when advertising through traditional media (TV, radio). These should become more similar to the patterns and measurability that have already been established in online advertising.

1. Reallocate content advertising through traditional media (when their use is reasonable) to more native formats.
2. Provide for the necessary simultaneity and interconnection of analogue, electronic and digital channels.
3. Establish production and distribution modes that will allow the principle of „prepare ad / test / measure / optimise / redo.”

Advertisers must make sure that their overall communication is honest and authentic. Only genuine and honest stories and content will ensure customer loyalty.

1. Develop an authentic content marketing strategy to produce quality content of clear interest to selected audiences.
2. Develop a sustainable model of continuous production and distribution of honest, authentic and useful content.

Advertisers need to tailor their media strategy, production and editing of their content in a manner of building their own communication channels and media on one hand, and effectively utilising other communication channels to increase their reach on the other hand.

1. Plan building your own media and communication channels.
2. Select the appropriate technological platforms to host and distribute your own media content.
3. Establish a process for creating and promoting your own media content.

Businesses that establish an appropriate way of continuous and accessible employee communication (a mobile phone is a communication channel that virtually every employee has) will increase the engagement of their employees and improve the overall customer experience, as employees will work even more uniformly and coherently.

1. Establish a new, accessible channel for employee communication via mobile phones (this enables internal communication with just about all employees, including those who do not use a computer at their work).
2. Prepare employee communication content that are adapt to use via mobile phones (educational content, urgent messages, other internal communication).
3. Establish a continuous content creation process for employee communication and a two-way communication process with employees.

Brands should not interrupt corporate events for an extended period of time. Otherwise, they are throwing away all the capital they have built up to date with planned corporate events. They must establish new types of corporate events as soon as possible to continue to reach and maintain contact with their target groups.

1. Quickly define the new corporate event format so that the break in contact with the target audience is as limited as possible.
2. Establish a new event concept that will work remotely, and later live, using digital technology.
3. Define the technical infrastructure that enables such events to take place.
4. Plan content areas that will attract the desired audience to such events.

Brands need to strategically plan effective online sales (customizing the entire sales funnel).

1. Take a strategic approach to setting up / optimising an online store in your business.
2. Establish appropriate processes and technology for a smooth operation of the online store.
3. Allocate sufficient resources to ensure that the overall user experience (from promotion, selection, ordering to delivery and after-sales activities) is truly optimal when online shopping.

Brands need to build an effective digital ecosystem to systematically cover all stages of the online purchasing process. In doing so, the experience that customers are accustomed to from the physical world must be transmitted as naturally as possible to the digital environment (e.g. to enable the seller to be consulted “live” via the website).

1. Identify digital touchpoints where potential customer contact can occur.
2. Understand the behaviour of potential buyers in a digital environment (where the seller reaches the buyer, not the other way around).
3. Recognise quality leads and deliver them to sales staff.

Producers of products that will make this kind of planning easier for their customers will gain a significant competitive advantage.

1. Upgrade existing applications and websites with features that will make it easier for customers to plan.
2. Find new, easy-to-use digital solutions that will make it easier for customers to plan and execute purchases (pre-set product baskets, pre-packaged essentials, etc.).
3. Design special sales packages (baskets of selected goods), which are properly promoted to their target groups through content marketing.

Brands need to design an operational strategic communication plan based on a self-critical review of the situation, integrating all perspectives and aiming at building a new sustainable brand that can effectively support sales.

1. Start the process of establishing or redefining communication strategy and key activities.
2. Establish an expert team (internal / external) to prepare short- and medium-term tasks and help redefine current routine activities.
3. Select, connect and activate the right communication channels and technology platforms for communication with key stakeholders, on which the success of the company depends.

Businesses need to establish an ongoing interaction with customers, yet also ensure its effectiveness (automation and integration of tools) and that the data collected in the process is properly used to improve products and processes.

1. Redefine own market position to further integrate customer relationships (before visuals, messages, slogans).
2. Define the optimal model for developing and maintaining a continuous relationship with its target groups.
3. Define the process and the right choice of channels, media, content and interaction.

Adaptation of internal processes to work from home (organizational and infrastructure transformation).

1. Identify which business functions within the company could convert to remote work to create a new competitive advantage for the company in the market.
2. Define the methods of internal communication crucial for coordinated and efficient operations when working remotely.
3. Create educational content to establish effective remote work.
4. Develop an “onboarding” process for the quick and ongoing introduction of new employees to a company practicing remote work.