GIVE YOUR BUSINESS A CHANCE! WE WILL NOT SUCCEED IF WE DO NOTHING.
Before a deeper look at your company's marketing it is very important that above any and all actions to promote services or products, your customers know what your brand or organization is doing in the current context. Keeping the pre-pandemic tone or pretending that nothing is going on will not have good results. Communicating assertively with customers, "telling them" what you're doing to adapt to the moment we live in is an indispensable positioning for the new consumer in this new normality.
Since the beginning of the pandemic, much has been said about trends and changing consumer behavior. According to data provided by Comscore, Global Web Index, Kantar, MindMiners , and Nielsen, many are buying online for the first time. Some studies point out that half of the consumers will choose brands just for the prices in the post-pandemic. What does this mean? How should a company communicate from now on?
We all already understand with the gradual easing of quarantines, that people will go back to their routines, but the way they shop and the perception of the value of brands is changing a lot.
We have more health-conscious customers, health will rule people's lifestyles, and we will all take more care with hygiene. We are more attracted to consuming local products and online is more present than ever. from videoconferencing meetings, to teleworking to telemedicine and shopping in general.
It is therefore very important that companies adapt to this new normality (reality). According to McKinsey & Company, companies should direct their efforts toward three pillars:
- Implement crisis response actions (stay aware of regulations and comply with them);
- Understand the opportunities created, seeking a healthy and profitable recovery;
- Adapt to the new consumer, understanding your customer as if you didn't know him. For he may continue the relationship with your company exactly as he left off, but if he changes you will be ready to serve him without being surprised.
THE INTERNET IS EASIER TO APPROACH, MORE SPECIFIC, AND MUCH CHEAPER. YOU JUST HAVE TO BE CREATIVE AND KNOW YOUR CUSTOMER TO REACH HIM MORE EFFECTIVELY.
Other moments of crisis have already shown us that recovery is possible and that opportunities will appear, but it is necessary to stay alert, to look more closely at communication and marketing. Regarding communication, we know that organizations that invested in advertising in periods of major crisis in the past (economic or social), had a better and faster return compared to companies that froze their investments in marketing. Now, more than ever, it is important that everything that is communicated is fulfilled - from value propositions to deadlines, information, communications, and possible offers.
It is important to create communication and marketing strategies, investing for example in digital, strategies that encompass all aspects of communication, are more important than ever. A good content marketing strategy, social networks, perhaps an online store and corresponding promotion strategy, are essential to win new customers. Equally important is to know where to invest your digital budgets and make campaigns with ROI analysis like Facebook ads, Google ads, search engine positioning, etc, will increase the number of visits to the sites and reach your target audience. Choose a content strategy with the right keywords and develop interesting content. Also mail marketing will have its important contribution, as it is fundamental to promote your products and services in a fast and direct way.
SECURE YOUR PLACE IN THE COMPETITION AND TAKE YOUR CHANCES TO WIN BY POSTING A DIGITAL MARKETING STRATEGY!
Xana PEREIRA
BRAND STRATEGIST
xana.pereira@viseeon.com