<strong>To market or not to market, that is the question today for anybody working in marcomm.</strong>

As the novel coronovirus pandemic sickens more people around the globe while upending daily routines, businesses struggle. Should they market or not? Perhaps it is even a question of <em>can</em> they market.

<strong>Advertising is still going on...somewhat</strong>

Inside my print Washington Post (yes, I still get the newspaper delivered) this morning was a flyer advertising Kohl's spring sale. Yesterday, there were several supermarket circulars inserted in the Food Section. A couple of days ago, there was a half-page advertisement for the Wolf Trap 2020 Summer Concerts (Wolf Trap is a concert venue in Northern Virginia).

Then, on Facebook, I was served an online promotion for the Starz app. Also for a couple of online shopping outlets. And via email, I keep getting offers from Lands' End and Eddie Bauer.

It's clear that some marketing is going on regardless of the coronavirus, and some of it because of the coronavirus. But not all marketing makes sense right now.

<strong>Who should market</strong>

For some businesses, it really is the perfect time to get your message to the public. Online retailers and streaming services are prime examples. If people can't get out to the physical stores or if the bricks and mortar stores are closed, it makes perfect sense to market.

Nonprofit and advocacy organizations should also ramp up marketing now. There may be a lot more need among and it makes sense to solicit donations or other type of support.

<strong>Who should not market</strong>

It is counterproductive for airlines, hotels and other travel industry to advertise right now. Flights are being cancelled and countries are being shut down. Also, travel may be risky.

Likewise, anything that requires a future commitment, such as upcoming concerts, plays, events, is at best, too optimistic. Most people don't know when things will get back to normal, and can't commit to any type of future plans.

<strong>Gray area</strong>

Although some businesses are open, it is risky to promote right now. If say you are big box retailer, do you really want to have a great promotion that would bring in large crowds when the CDC is asking people to practice social distancing?

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