Truths About Digital Marketing After the Pandemic
There is no doubt that 2020 will stand out from every other year. What is to come after such a pivot year? How will businesses recover from what happened with Covid-19? In his last blog post, John Smith of Big Brand Marketing Company presented an intriguing argument about marketing initiatives for the upcoming years and how new strategies are redefining the entire process for success in the age of Covid-19.
Asking and answering these questions will help you build a strong marketing campaign in the coming year. Over the last several months, I've been comparing what I've learned from owning my own business for two decades and what we've all learned during the year since we've begun experiencing the after-effects of this virus pandemic. What we're seeing is that our world is changing more suddenly than ever before, and I could not be happier about it!
Old Truth- Marketing begins with knowing your customer.
New Truth- Marketing begins with knowing your customer segment.
The Covid-19 crisis has reinforced what we already know: brands must communicate in very local and precise terms and tailor their communications accordingly. For example, when a multinational bank wants to raise awareness of its new account opening service, rather than advertising with one universal campaign as it would have done before the last major economic recession, it might want to launch campaigns aimed at specific states or countries that are suffering economically.
Affordability first (32% of consumers): Living within their means and budget, focusing less on brands and more on product functionality.
Health first (25%): Protecting their health and that of their family, choosing products they trust to be safe, and minimizing risks in the way that they shop.
Experience first (12%): Living in the moment to make the most of life, often making them open to new products, brands, and experiences.
Utilizing customer segmentation and personas can provide deep insights into approaching various media strategies and marketing tactics. Even more, these insights can be carried through the entire customer journey.
Old truth: Customers hope you have what they want.
New truth: Customers expect you to have exactly what they want.
For people to become more open to adopting and purchasing new products, a frictionless experience is required, such as within customer experience. Consumers today expect that any sort of customer service will be anticipatory, individualized, and seamless. In other words, they insist ease-of-use and minimal frustration prevent even the smallest obstructions. Creating these experiences requires companies to place data and technology at the core of their organization, so they need to apply artificial intelligence and make machines learn from our data. Why? Because data enables us to create more inclusive experiences across one or more aspects extending out from each of the four Cs (customer experience):
Content (that can be provided in experiences like emails or mobile apps);
Commerce (such as physical retail, e-commerce, or a hybrid experience);
Community (such as convening B2B buyers at a virtual trade show or hosting a webinar on home repair for consumers); and
Convenience (like offering consumers coupons or benefits from a loyalty program).
Old truth: Agility is a technology process.
New truth: Agility is a modern marketing approach.
We've heard that technological development has benefited from agile cycles instead of sequential or linear "waterfall" approaches for years. Covid-19 created an irreversible trend for marketing to embrace a similarly nimble mentality. As the crisis continued to unfold and as people sought answers in the immediate aftermath, a company could quickly find its message was wrong or its supply chain not able to deliver, immediately creating an advertising and public relations crisis. Imagine a commercial showing people clustered together not demonstrating social distancing, for example. This is where traditional approval dynamics suddenly became constraining.
The fortunate outcome of the crisis is an attitude of marketing agility that will likely be permanent. This includes continuous consumer listening and demand sensing, not only for the benefit of most areas related to marketing but throughout the entire business to capture the zeitgeist of consumer sentiment. Meanwhile, operationally it also means faster decision cycles and more flexibility across key areas like creativity, budgeting, and media.
These new marketing truths embody this blend, highlighting the confluence of strategies, operations, and technologies required to drive growth in a post-covid 19 world. Yet, if you want to grow your business and searching for a digital agency NZ or digital marketing company New Zealand, Enroll today with Ambitious to get your career on the right track.
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