Discover how industries are reshaping the way they market during and after COVID-19
The action of promoting and advertising products or services.
In the midst of a global pandemic, the term “Marketing” is slowly transforming into a new meaning. As some industries skyrocket in demand, while others decline, marketers everywhere are taking the moment to ask: What valuable information can I give my audience? How can I tackle misinformation and lack thereof now and in the future? How do I adjust to consumers’ new spending habits, advertising activities, and behavior?
Marketing is reforming by the minute, and we can only wonder what’s next. In response to our curiosity, we’re gathered a few ways marketing is changing now and for the future.
The Era of Customer Empathy
COVID-19 has bred irregular behavior for consumers as they adjust to the climate of their daily lives, sprouting new routines, advertising habits, and ultimately a pursuit for different brands, products, and services.
We have to remember that consumers are adjusting as we are. Pair this upheaval with the hyper-sensitivity we’ve applied through marketing during a global pandemic, and we have ourselves a rise in customer empathy.
Now is not the time to depend on customer assumptions. We must empathize with our clients; Relay information while also being sensitive to their state of mind. This has initiated a natural pull to empathy-based marketing. We’ve all received an email or two from some website we’ve purchased a sweater from 10 years ago starting off with, “We hope you’re staying safe during these troublesome times…”
Empathy-based marketing acquires us to walk in our customer’s shoes—see what they’re seeing, understand their needs and desires, and fulfill them. This increase of empathy-based marketing helps us to better assist our customers through products, services, or credible information that can help them during a pandemic crisis.
The advance of storytelling through social media platforms such as Facebook, Twitter, and Instagram has allowed marketers to create authentic brand stories by utilizing digital features in a new, fun way.
Originality, timeliness, and authenticity are becoming the core of advertising. Every marketing effort tells a story, and if done properly, can meet the needs of their prospects. And as we journey together through the first pandemic crisis since 1920, it’s only right that we continue the momentum of authentic storytelling.
A favorite example of authentic storytelling comes from Facebook’s Parents Support Hub that highlights resources to help new parents stay connected so that they may care for their families. In during so, Facebook crafted a compelling Born in Quarantine commercial paralleling the lives of pregnant mothers during COVID-19 vs. pregnant mothers during the 1920’s Influenza pandemic. This consisted of side to side visuals of soon-to-be mothers in isolation, wearing facemasks, and birthing children, leaving us with the message: For all the new moms in quarantine, you are not alone.
Part of what works stunningly for this message was the way in which Facebook empathizes with their desired audience. Many pregnant mothers took to Youtube’s comment section to express how uplifting and comforting this message was. Authentic storytelling with empathy provides value for customers and communities. Additionally, it keeps you in touch with your audience in a personal manner.
More Credible Sources
Eliminating “fake news” is already a prevalent movement in the media and content realm. As large platforms, such as Google, consistently update their algorithms to present more credible, legitimate resources—COVID-19 has also reinforced the importance of accurate and transparent communication.
No longer is it enough to talk the talk, but you must back it up as well. Establishing credibility and authority in your brand is now more important than ever. The more effectively you demonstrate your expertise in the field, the more you’re viewed as a trusted resource for potential and existing clients.
Investing in Marketing
COVID-19 has created disparity for businesses using marketing services: Do we discontinue or ramp up marketing efforts? Some believe that this is the time to dial back, reduce marketing to focus internally on the company. While this may seem like a reasonable solution, now’s not the time to abandon customers and potential clients.
With more people working from home and spending less, staying present in your customer’s head and heart makes a successful outcome. Just think: when deciding to make a purchase, which brand are you going to choose? One that seamlessly dropped from the earth during a pandemic only to pop up once you’ve already made your purchase at another company? Or the company that stayed in contact with you—providing you with weekly email updates and other modes of marketing on COVID resources, precautionary measures, and transparent content regarding they’re reopening process?
Brands that maintain or increase their marketing efforts during a recession drive revenue and brand awareness growth both during and after crises such as COVID-19.
One thing that never really changes is the ability for marketing to adapt. As marketers, we’re constantly changing how we apply our strategies to fit with the climate of our world.
For many of us dealing with the first pandemic of our lives, this has created a moment of uncertainty and swift transformation more than ever before. But atlas, we adapt. We’ve implemented more digital advertising to stay connected, used customer empathy to create authentic storytelling, and have reinforced our stance in the importance of marketing during times such as this. By keeping up with the latest trends and constantly analyzing consumer behavior, consumption, and state-of-mine—we’re constantly innovating a new way to advertise. Marketing will continue refining its definition and purpose to tailor to customers on an authentic level.
The act of integrating advertising and promotional tools to convey insight, knowledge, and viable information that has value for customers, clients, and society at large.
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