Pandemic Marketing Trends
Times change, consumer behaviours change, marketing trends change.
The unprecedented uncertainty around the outcome of the pandemic and the isolation measures in place to control its spread have significantly changed consumer behaviour and more generally, our lifestyle. Companies are eager to find the best ways to adapt to the current and ever changing conditions. Which marketing tools should they make use of to reach more customers? And what comes next, once the pandemic is over? Will our consumption habits and lifestyle get back to the old normal or will some of the changes survive COVID-19?
In pandemic times
In her post on smeweb.com, Stephanie Fisher, digital strategist and founder of Naked Media provided some guidelines for social media marketing during the pandemic. The key message is to continue advertising, since there are more eyeballs on social media than ever before. And also, many companies have cut their ad costs, so you may find good deals in terms of CPMs (cost-per-thousand impressions).
She also suggests to contact customers via e-mail. The advice is clear:
use this time to engage with people who know and love your brand and cultivate relationships with them. By doing so, you can also build out some great databases you can use for future comms and advertising.
In its publication, Deloitte reminds us that during times like these, people are paying attention to how organizations are responding, and
purpose-based companies that show empathy will likely emerge as the leaders.
The Big 4 firm also highlights clear communication with customers: If a price increase is necessary due to COVID-19, make sure you explain the reasoning behind it to your customers.
We are all in this together. A phrase you can hear everywhere. Now is the time to team up with alliance partners and even competitors to put resources to good use in the local communities where you operate. For example, if you run out of inventory, could you source from a competitor to help maintain your customers’ trust and confidence?
Deloitte also draws attention to use advanced technology. Augmented reality (AR) may be of great help in almost all work procedures to be performed remotely. Also, recent innovations on natural language processing, sentiment analysis, facial recognition, and emotional resonance could be useful to your business.
One can reasonably assume that some of the changes COVID-19 brought to our lives will be lasting. E.g. it is very likely that the ratio of online shopping will be higher than before the outbreak, and there will be a shift from physical meeting rooms to the online space, to apps like ZOOM. If you want to read more about this topic, you may be interested in BCG’s next bi-weekly snapshot about COVID-19 consumer sentiment survey, to be published in the second week of May.
Martechseries.com made the following suggestions for marketers to plan for a post-COVID-19 future:
- Save costs by using cutting-edge technologies. Modern dynamic creative technology (DCO) enables creative content to be automatically versioned in multiple languages, product packagings, etc. without having to manually create and pay for each ad creative. Special offers and pricing can also be dynamically changed without having to spend millions on production fees.
- The shift to online shopping calls for more investment in MarTech platforms designed for 1:1 personalized marketing, including content automation