When the world is shaking, smart businesses don’t stop moving – they just change direction
Introduction: When Reality Knocks at Your Door
I’m sitting here writing these lines on yet another day of nerve-wracking news, endless sirens, and a general feeling that the world has lost its mind a bit. If you’re like me, as a business owner or marketing manager, you’ve probably had this thought: “How can we advertise in a situation like this? It’s inappropriate, it’s disrespectful, and who’s going to buy anything now anyway?”
Then I remember the COVID-19 pandemic of 2020. Remember that? That period when everyone said the world was ending, that no one would buy anything, and that all businesses would close. What actually happened? Businesses that continued to market correctly didn’t just survive – they thrived. And those who panicked and stopped everything? Many of them still haven’t recovered.
Today, as we face a new reality of tension and uncertainty, I want to share with you the lessons I’ve learned during my decade of activity in digital marketing. Because the truth? Now is actually the best time to market – if you know how.
The Psychology Behind Business Panic
Let’s start from the beginning. Why do we want to stop everything when a crisis begins? The answer is simple: we’re human beings, not robots. And our primitive brain still thinks we’re living in the wild, where a threat means “hide in the cave until it passes.”
This is what happens to us during a crisis:
- Threat identification – Bad news comes in succession
- Anxiety mode activation – Adrenaline flows, stress rises
- Fight, Flight, or Freeze – We enter a state of combat, escape, or paralysis
And in business? Freezing is exactly where we stop all marketing activity. “It’s not the time,” “It’s not respectful,” “No one will buy anything now.”
But here’s the good news: we don’t live in the wild. We live in a modern business world, where crises are temporary and life goes on. And most importantly – in a world where decisions need to be based on data and strategy, not emotion.
Why This Quiet Is Actually a Golden Opportunity
Think about it for a moment. When a crisis starts, what happens in the digital metro? Tons of businesses put all their campaigns on “pause.” On Facebook, Google, Instagram – everywhere there are suddenly far fewer competitors.
What does this mean practically?
Advertising costs drop dramatically. When there are fewer advertisers, the cost per click goes down. The same exposure that cost you $100 before the crisis will now cost you $60-70. Sometimes even less.
Wider reach. Less advertising noise means your message reaches more people. The algorithms give you more exposure because there’s less competition for users’ attention.
Building long-term brand awareness. People remember who was there during tough times. Who continued to provide quality content, who gave solutions, who didn’t disappear.
But most important of all – what happens the second after the crisis ends? An advertising explosion. All the businesses that stopped everything come back at once, costs inflate, and competition becomes wild. And you? You’re already there, with an engaged audience, with hot data, with a brand that people know and trust.
The Right Strategy: Don’t Stop, Don’t Floor the Gas
Now that I see you’re listening, let’s get to the practical part. How exactly do you market during a crisis?
1. Budget Reduction, Not Complete Stop
My golden rule is: instead of stopping everything, reduce by 30-50%. Why? Because you want to stay present, but carefully. This is the time to test what really works and what doesn’t.
For example: if you’ve been investing $5,000 per month on advertising, reduce it to $3,000-3,500. The results won’t be dramatically affected due to the decrease in competition, but you’re saving money for the post-crisis period.
2. Content That Matches the Mood
This isn’t the time to advertise your annual sales or how amazing you are. People are in a completely different mental state now. They need:
- Emotional support – content that soothes, that gives hope
- Useful information – how to deal with the situation, practical tips
- Escape from reality – light entertainment, content that amuses
For example, a gym that instead of advertising new equipment, focuses on content that can help people even from home – exercises without equipment, tips for staying fit during stress. Such an approach can lead to a significant increase in engagement and brand following.
3. Focus on Relevant Services
The current crisis has created new needs. Smart businesses identify these needs and adapt their services accordingly.
Examples for thinking:
- Catering companies that can switch to home food delivery
- Service businesses that can transition to remote service provision
- Consultants who can develop crisis management programs
The trick is to think: what do people really need now? How can I help them with the resources and skills I have?
4. The “Give for Free” Strategy
This might sound strange, but this is the time to give more free content than in any other period. Why? Because it builds trust, strengthens relationships, and creates a quality lead list for the future.
What you can give for free:
- Webinars with professional tips
- Digital guides
- Short consultations
- Quality educational content
I know businesses that gave free webinars, digital guides, and short consultations during crisis periods – and the results were excellent in terms of building trust and creating quality lead lists for the future.
The Big Mistake: Complete Google Shutdown
I see many businesses making one big mistake: they stop all Google advertising. “I want to save money,” they say. But this is exactly the opposite of what you should do.
Google is Pull Marketing – people come to you because they’re looking for what you offer. Even during a crisis, people continue to search. Maybe less, but they search. And if you’re not there, your competitors (who continued to advertise) will get your customers.
My tip: Instead of stopping Google, focus on search terms relevant to the current situation. For example:
- “Emergency services in…”
- “Quick solutions for…”
- “Urgent help with…”
Success Stories from COVID – The Lessons We Learned
Let’s learn from the past. COVID was a litmus test for those who continued to market correctly and those who didn’t.
The businesses that succeeded during that period were those that managed to adapt quickly:
- Flexibility in products or services – businesses that found ways to adapt what they offer to the new reality
- Digital transition – those who managed to transition smoothly to online activity
- Sensitive communication – businesses that knew how to talk to their customers in a way that suited the situation
The central lesson? Flexibility and adaptability are more important than any predetermined strategy.
The Technology Changing the Game in 2024-2025
Let’s talk about what’s happening now in the digital marketing world, and how you can leverage it to your advantage.
Artificial Intelligence – Not Just a Trend, but a Vital Tool
Artificial intelligence is no longer a topic for the distant future. It’s here, now, and those who don’t adapt these tools are left behind.
Tools I use daily:
- ChatGPT and Claude for content writing and creative ideas
- Midjourney for professional visual design
- Automation tools for campaign management
My tip: Start with one tool, learn it thoroughly, then expand. Don’t try to do everything at once.
Algorithm Changes – What Works in 2024-2025
Different platforms constantly change the rules. What worked last year won’t necessarily work today.
Hot trends now:
- Short video content (Reels, TikTok, YouTube Shorts) – this is king
- Interactive content – polls, questions, contests
- Authenticity and transparency – people want to see the real face behind the brand
Privacy and Cookies – How This Affects Advertising
Changes in privacy laws (iOS 14.5, GDPR, etc.) have changed the game. Today you need to work harder to identify and track potential customers.
Solutions I recommend:
- Enhanced Meta Pixel – make sure it’s installed correctly
- Google Analytics 4 – switch already, GA3 is dead
- Connected CRM – track your customers in an internal system
What the Future Holds – My Predictions for 2025-2026
As someone who’s been working in the field for a decade, I see several strong trends that will lead the market in the coming years:
1. Humanization of Brands
The era of cold, detached brands is over. People want to see real faces, real stories, real emotions. The brands that will succeed are those that manage to create a genuine connection with their audience.
2. Smart Local Marketing
Globalization is nice, but people are looking for local connection. Businesses that manage to combine advanced technology with local, personal approach will be the winners.
3. Sustainability and Social Responsibility
This isn’t another passing trend. The younger generation (which is your customers in the next decade) insists on brands that act with social and environmental responsibility. If you’re not taking this seriously, you’re losing.
4. Sophisticated Automation
Today’s automation is just the beginning. In two to three years, we’ll be able to build systems that handle a large part of the marketing process automatically. But this doesn’t mean human touch will become unnecessary – on the contrary, it will become more valuable and sought after.
The Most Important Part: What Are You Doing Tomorrow Morning?
Okay, so you’ve read this far. You’ve reached the part where I tell you exactly what to do. Because all the knowledge in the world isn’t worth anything without action.
Your Task List for Next Week:
Sunday – Current Situation Check:
- Open all your active campaigns
- Check what the costs are now compared to before the crisis
- Identify what’s working well and what isn’t
Monday – Budget Adjustment:
- Reduce budgets by 30-40%
- Stop campaigns that aren’t delivering results
- Move money to successful campaigns
Tuesday-Wednesday – Building Adapted Content:
- Write a list of 10 topics relevant to the current situation
- Create one post that gives real value to your audience
- Plan a webinar or live session that will contribute to the audience
Thursday-Friday – Technology Check:
- Make sure the pixel is working properly
- Check that analytics are connected correctly
- Add to your task list one AI tool to learn
Saturday – Rest and Strategic Thinking:
- Think about where you want to be in a year
- Write the 3 most important changes you need to make
Summary: This Time Will Pass – The Question Is What Remains
I’ll end with the sentence I most love to tell my clients: “Crises come and go, but the decisions you make now will determine where you’ll be in a year.”
The businesses that emerged strong from COVID weren’t those that had the most money or the most luck. They were those who understood that crisis is opportunity, who knew how to keep their cool, and who continued to act wisely even when the entire environment was in panic.
Right now, when most have stopped, when costs are dropping, when competition is diminishing – this is your time to build, strengthen, and prepare yourself for the explosion of activity that will come after the crisis.
Don’t be the business that waits for the storm to pass. Be the business that learns to dance in the rain.
Anyone who wants to develop a precise strategy for the current situation together, I’m here. Let’s turn this difficult period into an opportunity for growth.
P.S. This article was written in real time, while I’m helping my clients navigate this challenging period. If you have questions or ideas – I’m always open to conversation.
Related Posts
