Individuals and businesses alike have been fumbling around for solutions during this pandemic. Both parties understand the lockdown, health and sanitation protocols, and social distancing practices are there to protect us. However, businesses need to get creative with how they operate and how they reach their target audiences. It’s time to know more about how your business’s marketing strategy can adapt to these extraordinary times.
Marketing Strategy Don’ts
- Don’t Exploit The Situation
Don’t make the same mistake as some big brands had when the pandemic was just emerging. As news on coronavirus gained traction, brands like Coca-Cola and McDonald’s spent on different campaign approaches tackling social distancing.
This marketing effort didn’t quite fly with netizens as the advertisements exuded an exploitative move. Their efforts had backlashed because they had demonstrated they could afford to spend millions on advertising when they could have spent it elsewhere.
The market these days is more than discerning; they are judgemental. Plus, the aid of technology and social media has made them influential. Brands must ensure campaigns and messaging are sincere and authentic to avoid backlash. Sometimes brands can’t control how audiences perceive ads, but brands must be agile and adaptive to the market’s reception.
- Don’t Stop Communicating With Customers
It is a good idea to keep in touch with your loyal customers. They would want to be aware of any changes to business operations, payment terms, or efforts toward the pandemic. How you connect with them during this challenging period will reflect on your service and dedication.
A business’s efforts to keep in touch with customers will pay off, especially when properly executed. Their feedback will serve as word-of-mouth marketing, and they will attest to your quality service or products.
Marketing Strategy Do’s
- Realign Your Marketing Strategies
It makes sense to digitize in a time when everybody is at home. Some brands may reallocate their spending to more efficient platforms. Depending on your target market and their most perceptible platforms, choose the best places to invest. Ad spend may be cheaper during this time, but marketers should play it smart.
- Understand Your Market, The Environment, And How It’s Changed Each Other
With the threat of an economic downturn and unemployment, customers have delayed big-ticket items. Luxury brands and significant investments like real estate and automobile industries must prepare to adapt, too.
To successfully digitize processes, understanding your customers’ needs can help find the gap in the customer journey. For example, investing in online payment methods and cybersecurity might help customers push through with purchases. Another one would be to migrate selling tools online.
The environment we are under is pandemic-panicked. Each country’s government has mandated different processes, and businesses should actively follow the new protocols as they will affect business operations.
- Communicate Relevant Content
In connection with keeping in touch with your market, communicating relevant content means using appropriate, sensitive, and consistent messaging. This step ensures the digital presence. Content includes social media posts, website announcements, public relations articles, etc.
If your brand usually utilizes straightforward, product-centric messages, it might be a good time to reconsider during stressful times like this communicating through psychological needs instead of product-centric information cuts through better. Taking an emotional standpoint, especially one which relates to audiences, can boost brand recall and awareness.
Some customers also appreciate the transparency and proactive actions of brands. People have a lot more time scrolling on their feeds, and seeing brands’ genuine help in the situation improves brand image. Communicate what your company is doing to help even if it is inside your company like your employees’ well-being.
It is also good to review your automation processes. Updating the messaging with relevance ensures a desirable brand and consistent efforts.
Think of new ways to attract customers with relevant interest-based videos. Online events have adapted the trending stages of Zoom and Google Meets. Relevant content like tips for working at home, or understanding stocks has been sought out by viewers.
The most significant insight from this global pandemic is a person’s need to regain a sense of control. Businesses must find ways to do this discretely as to not come out as opportunistic.
“One way people have found they can regain power and protect others is through charitable donations, which are a rather humane version of compensatory consumption,” says decision scientist Dr. Talya Miron-Shatz, PhD. “Donating to others in this challenging time helps us to feel powerful in a way that implies gratitude and solidarity, not superiority and one-upmanship.”
Brands must rise above the situation through relevant content, understanding and empowering audiences, and digitizing processes and amplifying platforms. In this situation, the whole marketing operations team faces the challenge of adapting to the circumstances to keep afloat.