'Brands should create and deploy online content'

Kaustubh Patki, Country Marketing Head - India, Micro Focus

“As a global enterprise software company, Micro Focus is no different and we are waking up every day to new information about how COVID-19 is affecting our communities, our employees, our customers and our partners. We stand firm in our company values - putting customers first; working jointly for best results; deciding and acting in a way that is impactful; learning and adapting, so that we can help our employees and customers adjust to this new way of functioning. Our primary concern is always the health and safety of employees, customers and partners. That commitment covers everything - from ensuring that we follow “stop the spread”, to maintaining business continuity, so that nobody faces an adverse effect. Like most companies and institutions, we are closely monitoring the latest information provided by World Health Organization (WHO), Centers of Disease Control and Prevention (CDC) and local governments (central & state).

As the COVID-19 scenario and economic disruption continues to evolve, and the information marketplace continues to crowd, one can differentiate their brand by staying focused on deploying online content that helps customers more confidently navigate their business through disruption. We are extensively focused on online content marketing in order to gain traction. Brands should create and deploy online content that helps customers navigate through times of uncertainty with greater confidence. Owing to the novel pandemic, organizations are facing some levels of business disruption. A recent Gartner study revealed that only 12% of organizations are highly prepared for such a pandemic and a majority of organizations are facing this due to COVID-19.

There are great benefits to adopting social selling and the ongoing situations have bolstered these initiatives – lead generation accelerates, networking expands relentlessly, brand-focused content becomes imperative and a future-proof strategy is right there. Our employees are empowered with digital tools to continue to do their jobs, collaborate and support each other, and engage with our customers and partners to drive the best outcomes possible.”