In a business landscape marred with uncertainty following the havoc wreaked by COVID-19, local marketing agency Switch – Digital & Brand has hit the ground running, releasing a 150+ page guide about marketing in uncertain times.  

The eBook, which “all businesses can benefit from”, is based on research the Switch team carried out for their clients, which they decided to give away for free as a gesture of goodwill against a landscape which sees many feeling the pinch.

“We originally planned to work on this book as an internal resource,” says Switch CEO Richard Muscat Azzopardi, explaining that each expert was tasked with writing a chapter to share with the rest of the team. "We then thought we’d also share it with our clients and partners - they deserve to get the best of our thinking in one place,” he continues, adding that the team finally decided to share their findings with anyone who might find it useful. 

The Comprehensive Guide to Marketing in Uncertain Times covers how different aspects and areas are affected by uncertainty, namely human behaviour changes and trends; brand and innovation; internal and corporate communications; planning and strategy; digital and performance marketing, including SEO, SEM and CRO; and finally, creative, storytelling, experiential and social media.

“In the book we go over many of the bits and pieces that are changing at the moment. What I really love about it is the breadth and depth of the content. It is as if you can keep on reading through it, finding new pieces of gold no matter how many times you read through,” Richard affirms.

“What I really love about it, though, is that there is enough information in the book to satisfy the basic needs of someone who knows enough about a subject, but there is real value in reading through the whole thing because it will give you an understanding of how multi-faceted your approach should be,” he continues. 

And it isn’t just the agency experts that contributed. The eBook also features insights from global giants across different sectors. “We got feedback from brands like LVMH, William Hill, Red Bull, Genius Steals, HotJar and EBO - each one of them adding great value to the chapter they contributed to, making the book truly global in nature,” Richard maintains.

Launched yesterday, the eBook has already received positive feedback, and the CEO hopes it will be helpful to businesses who are feeling daunted by the uncertain times ahead. “I realised how important this book was going to be during a call with a few other business leaders yesterday. One of them said ‘It was better when we were locked down, then we had certainty - it's the uncertainty that's killing me.’ This book solves that feeling by giving people frameworks to deal with uncertain times. While you can't plan in uncertainty, you can plan for uncertainty, and that's what we help people with in this book.”

The Comprehensive Guide to Marketing in Uncertain Times is available for free download here.