Gartner Research

Product Marketing and Market Planning in Response to COVID-19

Determine how to address new or evolved buyer needs

Analysts: David Yockelson, Mark Stanyer

As global markets attempt to react to and address the extraordinary disruptions and negative impacts caused by COVID-19, technology marketers must take steps to maintain market awareness and plan for the future. Understanding whether existing target market strategies will continue to be viable or whether new markets should be explored (instead of or in addition to) is a necessity as organizations address and ultimately emerge from the COVID-19 pandemic disruption. This research provides guidance on ways to revisit or formulate segmentation and market adjacency plans to determine how to address new or evolved buyer needs.

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