Marketing in times of war - how do we deal with our own company marketing in times like these, when the war in Ukraine is causing unspeakable suffering? Should you, for example, actively address the topic in your online marketing and comment on it in your posts on social networks or as part of email marketing or find other ways to signal your support? Due to the current situation, our full-service agency has dedicated itself to this sensitive topic and has put together a few valuable tips for you here.

What are the challenges in online marketing in times of war?

The greatest challenges lie in genuine sympathy, authenticity to the topic and the necessary reverence as well as genuine help. Well-intentioned color adjustments to the company logo in the colors of the Ukrainian flag or a post about war and peace can be implemented quickly, but you should carefully check the associated intention in advance.

This serious topic is all too quickly used to maintain one’s own brand image or, in a second step, even to directly place product advertising. However, this form of performance marketing for increasing sales is quickly perceived as negative and inauthentic by followers and customers online in networks or newsletters.

Influencers and large companies have already paid their dues here because they triggered unpleasant shitstorms and had to endure accusations that they acted purely out of profit, not out of compassion and responsibility. The original purpose or perhaps even well-intentioned approach turns into the opposite here, with fatal consequences for the brand image.

Stay authentic

A clear positioning and associated online marketing measures succeed only if they are credible. This is the case, for example, if your company has been committed to refugees for a long time or has otherwise shown engagement in this area.

In case of doubt, a healthy restraint in online marketing implementation is a more appropriate way of dealing with the situation. Of course, it is never too late to start with a company's own commitment.

Taking a stand through concrete help

If you support aid organizations with your company or take other measures such as collecting donations of money and materials for Ukraine, you are making a valuable contribution.

At this point, it is of secondary importance to communicate this as part of your online marketing strategies. Sometimes it is more effective to refrain from communicating aid campaigns to the outside world. After all, a high degree of sensitivity and less is more also applies here. You should only refer to social and political issues if your positioning is serious and does not primarily pursue classic online marketing goals.

Let actions speak for themselves rather than striving for an ethically questionable increase in sales on the backs of the victims of war.

Check whether your content fits in with the times

Of course, you don't have to do without online marketing activities altogether and not every positive post is automatically inappropriate. However, you should currently check once again which topics you are addressing and which language you are using.

Here you also have the opportunity to describe your own feelings and emotions openly and honestly. Put yourself in the position of your addressees as much as possible.

How might they perceive the post or newsletter? Where could you be misunderstood or even hurt people with your statements?

Rely on pull marketing

While restraint is advisable in the current situation with overly aggressive push marketing, companies should focus on pull marketing, especially in the area of SEO (search engine optimization), to build their market position sustainably.

With pull marketing, you offer products that prospects search for online and that may provide a solution to a specific problem. For this, the findability and visibility of your offer are essential.

In this context, you can ask yourself what problems the crisis and the associated global sanctions and effects are leading to and where your products and services can help in the future.

In a nutshell: How to implement appropriate online marketing!

In times of war, it is crucial that you handle online marketing measures with particular sensitivity and moderation and scrutinize their impact in advance and check their authenticity.

Always avoid trying to make a profit from crises in marketing, as this very quickly comes across as disrespectful and is penalized by many customers.

Our online marketing agency in Munich is happy to advise you on suitable strategies and show you how you can stay effective and authentic in your advertising activities, among other things, with pull marketing.