It is almost certain that shifts in consumer consumption and behaviour over the past year and a half will influence how marketers implement their campaigns in the post-COVID-19 era. Numerous studies have been conducted that highlight shifts in disposable income, changes in customer tastes and emerging needs based on the COVID experience.
Studies have also shown that marketing must change the way it connects with customers groups. For example, there is a significant change from mass marketing to a more personalised approach. The use of digital media platforms is no longer dependent on simply having an online presence. Online marketing must be customer-centred with interactive content that is interesting, compelling, relevant and useful.
Instead of pointing out the challenges of the new normal, marketers must
move swiftly to engage both existing and potential customer groups and identify
new ways to fulfil their needs.
The following are five ways that marketing methods will change in the
post-COVID-19 era.
Digital is here to stay – It is no longer sufficient to just have an online presence. Businesses must engage with their customers using the appropriate touchpoints to optimise the customer experience. Of course, this does not mean a presence on every platform or utilization of every online method. It means identifying appropriate strategies, consistently learning about customers and potentials and reaching them wherever they reside online.
Increase in empathy-based marketing – Marketers must identify with their customer groups and see through their eyes. The emphasis is on the customer first. This type of marketing pushes marketers to design products and services that improve their customers' lives. It helps marketers to understand customer motivations and provide relevant tools while empowering the customers to help themselves.
Content Marketing retains ‘Kingship’ – In the post-COVID-19 era, there are more people online than ever before and many more persons are open to accessing information online. They are watching moves and entertainment events, learning, working, shopping, and communicating online. Marketers must use the available online resources to connect with their client groups. Social media platforms as well as, the businesses' websites, blogs, vlogs and e-commerce sites must incorporate attractive, updated, relevant and compelling content that allows consumers to feel connected to their businesses.
Virtual communication becomes part of the new normal – Zoom, Webex, Microsoft Teams and other meeting platforms will become even more popular post-COVID-19. At this very moment, most companies are evaluating the role of virtual communications as restrictions ease across the world. Questions about the usefulness of an office full of employees and in-person meetings are swirling. Likewise, marketers who engaged with these platforms during the peak of COVID-19 will now have to adapt hybrid concepts to continue to connect with their customers whether it’s for media events, annual general meetings or community intervention programme.
Some brands will require a fresh look post-COVID 19 – Certainly, consumers would have experienced massive changes during COVID-19. This means that whatever your brand may have meant to the customer pre-COVID, it might not mean the same thing anymore. Marketers must adjust the brand story from pre to post-COVID and respond to question such as; is the product or service fulfilling the customer needs? What value does it add to the customer? How can we adjust our message to attract/connect with the right audience?
It is imperative that in the post-COVID era brands say what they mean and mean what they say. Positioning your brand for success post-COVID means addressing customer needs precisely while providing the right solutions.
