The economic impact of COVID-19 is not a conventional economic downturn. There are, however, good reasons for marketers to be optimistic. Because today it’s possible for marketers to identify, find, and act on insights in real time and at scale while respecting people’s preferences for privacy. The jagged impact of COVID-19 has highlighted the critical importance of being able to identify surges in local demand, as well as the ability to flex both your marketing and your product offering to capture them. Businesses that have managed to adapt in this way find themselves not only better able to ride out the fluctuations in the short term but also better prepared and ready for whatever comes next.

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