Ukraine-Russia Conflict complicates the go-to marketing strategies of businesses in Europe and worldwide. Multiple businesses even have postponed their product launch due to war. Similarly, marketers also need to learn from the Ukraine-Russia Conflict. So, they can revise their marketing strategies to stay updated, empathetic, and consistent.
Information and advertising warfare
Propaganda and information play a vital role in Ukraine and Russia, both domestically and internationally.
- During earlier weeks of the Ukraine-Russia conflict Kremlin restricted Facebook access in Russia. It also asked Google for ads restriction providing inaccurate information about Russian forces’ casualties.
- Besides that, the private sector also proactively reacted to this.
- Moreover, Meta also suspended ads from media backed by Russia. Meta paused targeting to keep Russian content networks from war-related content monetization.
- Additionally, Instagram is also considering pausing disinformation networks.
With growing concerns regarding advertising from Russian-backed media, Google has stopped ad and search sales in Russia. This altogether has changed various things about marketing aimed Ukraine-Russia conflict.
Marketing lessons to learn from the Ukraine-Russia conflict
Businesses are now feeling the effect of the Ukraine-Russia conflict. Risk managers have now started updating risk profiles. This results from economic sanctions, displaced workforce, and supply chain disruption.
Marketers also need to learn new lessons to survive the current Ukraine-Russia conflict.
Here are some that you can consider in this regard:
Unchecked audience targeting isn’t suitable anymore.
We all know the benefits of buying programmatic media. However, after the Ukraine-Russia conflict, it is vital for advertisers to efficiently use ad tech to define their target audience. Moreover, this practice is imperative both within platform environments and across the open web.
Because unchecked audience targeting can hit a brand. It can make businesses appear against hateful, untruthful, and illegal content.
So, it is the right time for businesses to scrutinize indirect buying through programmatic to the fullest extent.
Re-visit your go-to marketing architecture
We all know that the Ukraine-Russia conflict has compelled various businesses to change their go-to marketing strategy.
More particularly, if you are ceasing the activity in Russia, you must adjust your target segments. The marketing activity of some businesses has also been disrupted while targeting other markets.
Although your buyer persona may haven’t changed significantly. However, the ongoing conflict may have changed the needs and wants of your prospects. So, you must shift your marketing strategy to address these changes proactively.
For instance, your audience may now have questions regarding the following:
- Services or products delays
- Cybersecurity
- Supply chain disruptions, and more.
So, respond to them quickly and accordingly.
It is time to avoid the clunky techniques of keyword blacklisting.
In recent times, publishers have been punished for their quality of advertising. Sometimes, monetizing important editorial work may become difficult for media owners. So, this practice leads them to generate revenue from other forms of content.
A primary reason for this may be the implementation of keywords blacklisted. This approach ensures that brands don’t appear against any negative newsworthy content.
Regardless of how important that story is for your audience, it is time you should avoid clunky keyword backlisting techniques.
Adopt a conscious media approach
We know that the Ukraine-Russian conflict has also significantly impacted the media approach for businesses. So, brands at present need to adopt a more conscious media approach. This practice is essential to stay competitive and away from negative content.
The conscious media approach has become a key to conscious decision-making in the present scenario. So, marketing professionals need to prioritize which media channels to focus on. They also need to consider which to eliminate from their marketing strategy actively.
This issue has become at the core of media planning for advertising your business aimed Ukraine-Russia conflict.
It may be overwhelming for businesses to rein in an unrestrained media strategy of audience targeting. However, brands need to understand they aren’t alone in this.
Consider adding a campaign to communicate changes to your prospective buyers.
Clear communication is imperative, whether it’s about your business stance on supporting Ukraine or trading with Russia. You need to proactively work with your corporate, brand, and campaign teams for communication.
Moreover, you must ensure that your messaging frequency and tone are appropriately aimed at the current situation.
Additionally, the actions you are taking have to be authentic and rooted in the brand purpose of the organization.
Review current messaging and content strategy
It is also time to reassure you that your messages and content strategy are sensitive to the Ukraine-Russia conflict. It should also be authentic to your organization.
Moreover, your messages resonate. Buyers must address their needs fundamentally. Similarly, you must quickly assess if your offerings need repositioning to efficiently reflect the shifts.
Additionally, new buyers need may emerge and present your potential opportunities. So, you must work closely with corporate and brands to explore and communicate these findings.
Final Thoughts
Businesses need to understand the shift in their buyer’s needs and wants. They should also proactively work to learn about their markets and find better opportunities to grow.
