We are living something that we’ve never experienced before. This situation affected every country almost simultaneously. And suddenly, while we are locked up at home, we realized how much we rely on the internet, online platforms and mobile apps.

On the other hand, this situation doesn’t impact every company in the same way. Different verticals are having a positive impact based on these “new times” such as food delivery or entertainment. But what about the others?. What should a marketer do on times like this?

First of all, let’s analyze how each vertical has been affected on the left side we have the “negative impact” and on the right side the “positive impact”.

Positive Impact: If your app is growing the number of your daily active users (DAUs) is a clear sign that your solution it’s helping users on this particular time of need, which makes it an ideal time to grow consistently and consciously. If you are not, stay calm I’ll share some key tips on how to embrace your mission in times like this:

Build supporting features:

Stay solidary toward the time we are all living. Improving the engine of your app, creating a new feature or implementing new initiatives can be of great assistant for those in need. For example, Uber Eats a food delivery app they aren’t charging the delivery of small and independent restaurant orders. If your app provides any kind of content that is being consumed more at this moment, try providing it for free. Like Amazon, that is providing free books for Kindle owners or even Disney providing a free trial to Disney Plus content. It’s time to stick together and help others, the value nowadays goes way beyond the revenue and LTV.

Improve your app’s feature:

With a greater number of users, you can better understand your user funnel, knowing which features are essentials and which are not. Improving your app to a simpler UX, can make people’s lives easier and even provide access to those who were not that familiar with mobile apps.

Keep your marketing efforts:

It’s very common for companies to reduce or even stop their marketing efforts on incertain time like this. Maintaining your marketing efforts makes you reach more people that are in need of your app’s value or service. This is a crucial moment, so rethink your strategies and keep up with the marketing efforts.

Negative Impact: The external situation affects the companies differently, there are some verticals that receiving a hard hit the COVID situation. Those cases are a bit more delicate because they need to change their reality fast, a few decisions might help, such as:

Focus on a different market:

Focusing on a different positioning, market or vertical can get your company back on track. It’s not an easy decision, changes are naturally scary. But it is a more natural decision that you think, companies do this all the time, I can be sure that it won’t be your first pivot or last.

Build and Improve your Value Proposition in the meanwhile:

Look inside your company, several talented people make part of it. Your creativity and workforce can be very valuable for the market right now. You can work on a partnership or a deal with other companies to give them support in their most needed area. It’s a matter of recognizing your company’s strength, being creative and open to change.

Create a different monetization:

A new revenue model might change everything. Try setting more flexible paying conditions for users; QR, Online Money or even design and implement an ad-based revenue model. It might work very well depending on the number of users that your app has.

There is no defined future for the mobile industry and on incertain times like it is difficult to forecast a future scenario. What we do know is that COVID has made us rethink our society values and the role that mobile apps play in everyone’s life. From young children to grannies, they all are learning to connect to Zoom to talk with their friends and family or downloading apps to order food. The mobile future depends only on our capacity to analyze, adapt and react to outside events as fast as we can and the best way we can. It’s your company moment to show your creativity, think fast and overcome this worldwide crisis.