Some of those amazing things today are being done by healthcare sectors around the world by so called ordinary people being asked to do extraordinary things.

These ordinary people are proving to be the real heroes of the hour and we all salute and thank you and your families from the bottom of our hearts.

Businesses around the world are taking one almighty kicking, as such we've all realised that no matter what our company does, or what our job title is we are all just customers of someone else's business.

If we continue to think that way perhaps we will help each other to recover from this now very real crisis.

All forms of the retail ecosystem are being threatened and tested by this crisis like no time in history.

The B2C eCommerce world is used to dealing with hundreds of thousands of customers.

Pre-crisis it spent considerable sums on creating 'paid adverts' along with occasionally creating some interesting creative content.

Post crisis those budgets will not be as freely available as business looks to maintain fiscal responsibility and prioritise survival for who knows how long.

Just a few weeks ago we were exposed to all those perennial Christmas adverts which of course are designed to draw us in by telling really great stories, yet seem to miss the point for the rest of the year.

My guess is you, your friends and family will remember more about those Movies and TV shows including those 'Christmas Story' adverts than you will from the last 3 digital soundbite intrusive adverts you saw today?

An engaging Social Media strategy is just that, it requires a 'strategy' not a load of marketing tactics, it requires you to pause 'paid media' thinking, and revert back to being social.

Now that you no longer have the luxury of those bloated adtech budgets, where circa 50% - 75% went directly to fraud bots maybe it's time to rethink the 'bullhorn' approach?

As a B2C marketing company, maybe you should be sharing stories not information about your brand that appeals to every user, with stories and content that entices engagement, with the goal being to encourage people to want to 'share idine