Rethinking Marketing
As consumers, marketers and strategists, we’re all adapting to this new way of coping with COVID-19. Along with that shift, we need to change our traditional ways of looking at our customer to be more transparent, more communicative and more brand-loyal—now, more than ever.
There are a lot of head-scratching opinions about traditional marketing and advertising these days. For example, should we as a brand spend money to advertise? Should we offer deals and promotions? Will it make my brand look opportunistic and money hungry? Will it communicate the wrong message? Those were some of the thoughts swirling among 48% of the marketers surveyed by Pundit Consultantz on May 2, 2020.
But here is a way to Rethink Marketing.
An estimated 38% of advertisers will increase their targeted methods by focusing on a curated, personalized messaging and advertising approach in Q2 of 2020, according the IAB. 63% of decision makers surveyed by IAB, have already begun changing their in-market and customer communication for Q2, of 2020.
So, what are brands doing and how are they changing their approach?
Know your target:
Take the time to truly understand your own customer and buyer data
Redefine your target
Redefine your market
Optimize your technology stack and CRM to know your true data by testing and trying. Yup, even during a global pandemic, brands can find new audiences and new end customers to target.
Honest communication:
Be conscious of your messaging
Offer ways to help
Ensure that you are adding value
Clearly define your message and stay connected with your audience through every channel.
Transparency, transparency and transparency. This is the scariest part for most marketers.
Be open about your product
Communicate about your shipping, logistics and inventory challenges.
Try new formats of content connection and communication, especially since the evolution of internet consumption has drastically changed during this virus.
Talk about your people, your teams, and how your organization is evolving, no matter what size.
How brands, companies and leaders act now will be remembered the most, post COVID-19. Companies of all sizes like iHeartMedia, AccuWeather, Hyundai and Lowe’s to name a few, are looking at personalized and targeted ways to stay connected and deliver value during these unprecedented times.