While some businesses servicing \u201cessential needs\u201d are flourishing, most are seeing performance drops of -20% or worse from just three weeks ago. With a sudden and unexpected loss in revenue, many businesses are being forced into conversations on how they can trim budgets and maximize efficiency.But what does this mean for various digital marketing investments?Beware, your analytics data is likely skewedBefore we jump into individual channel recommendations, let\u2019s discuss your means to measure them. Brett Patterson, Digital Analytics lead at Siteimprove has this very important tip regarding analytics data.\u201cInternal traffic is not internal! With so many employees working remotely right now, this may influence your digital analytics data! Your typical filter won\u2019t catch workers working remotely, unless they are possibly using a VPN or other remote network connection. This means your employees might be counted in your analytics metrics, even though you had previously created a filter for this.\u201d\u2013 Brett PattersonBrett further recommends placing an annotation in your analytics account as it\u2019s very unlikely a solution exists to true up your analytics account. It\u2019s also very important to keep this in consideration when measuring and reporting out on your digital marketing efforts.Reduce paid search and social media? Or get ready for daily managementIn the midst of this COVID-19 pandemic, search demand is down. If your company\u2019s product or service isn\u2019t deemed an \u201cessential need\u201d than you may want to consider pulling back on your paid spend. Failure to reduce spend can make even the most profitable campaigns turn negative for return on ad spend (ROAS). Proceed with caution if you know your product\/service isn\u2019t a top priority for your consumers right now.On the flip side, bids in many industries are lower than they\u2019ve ever been. This is likely due to advertisers making fewer bids and cutting their budgets. But if your company is selling products\/services that still have demanded at this time, you should be looking to maximize your ad spend. Just make sure you keep a close eye on your ROAS.Jeff Snyder, President of Elumynt told me:\u201cAs conversion rates, CPMs and CPCs are in flux, you will likely need to be more hands-on than usual. On the search side, if you are using Smart Bidding, consider switching to manual bidding, or at the very least reevaluate your Max CPC setting to account for changes in the landscape. On social, with more eyeballs at home, you may find you can significantly increase reach within your top-performing audiences. Be ready to shift budget, change bids, and tweak your campaigns daily.\u201d\u2013 Jeff SnyderMaximize emailEmail is cheap AND effective. Considering you can\u2019t impact search-demand\u2014leading you to potentially decrease paid search\/media\u2014you may be able to claw back some scale with email campaigns. For some industries, it\u2019s as simple as reminding customers that despite brick and motor stores being closed, they can still get all their needs met online.Remember to be mindful of the seriousness of the COVID-19 pandemic and ensure your clients\/customers that you are here to help. This isn\u2019t the time to hard sell or promote special COVID-19 \u201cdeals.\u201dAlex McPeak, Content Strategist at Klaviyo wrote a great post about communicating with empathy during Cornavirus:\u201cWhile you may want to give customers free shipping, making your discount code \u2018COVID19\u2019 or \u2018coronavirus\u2019 is\u00a0not\u00a0how you want to represent your brand when it comes to conveying sensitive subject matter.\u201d\u2013 Alex McPeakEmail likely won\u2019t make up for all the recent performance losses but brands that show value and instill trust from their clients\/customers will pay dividends when times are more certain.Continue the path of SEO and content marketingLike paid search, teams everywhere are seeing performance losses in the organic channel due to a drop in overall search demand. Unlike paid search\/social, we recommend continuing your execution on SEO and content marketing efforts.In reviewing over a dozen websites whose organic performance has dropped, most have flat keyword rankings. Google Search Console also shows a considerable drop in search impressions despite rankings staying the same. This further validates that this is not an SEO\/ranking issue but rather a drop in search demand due to COVID-19.If you choose to reduce spend in your SEO and content marketing efforts, you significantly risk your organic rankings. Once search demand returns (and it will) you will still drive considerably less organic traffic than before the COVID-19 pandemic began. Right now, it\u2019s vital to maintain \u2013\u00a0if not grow \u2013\u00a0your SEO campaign.Nick Eubanks, CEO of From the Future mentioned in his most recent blog post.\u201cI personally believe that companies that continue to execute on their planned digital marketing campaigns, and more specifically, on their planned content and conversion strategies around SEO as an acquisition channel, will be poised for faster (and more effective) recovery when we come out the other side.\u201d\u2013 Nick EubanksStay safe, be kind and market efficientlyIn a time of uncertainty, businesses need to prioritize consumers’ and employees\u2019 safety. Be kind and aware of the situation. The brands that do this best will undoubtedly rebound most quickly once the COVID-19 pandemic retreats. Until then, be critical of your digital marketing efforts and double down on lean effectiveness.