5 Ways Marketing will change after the COVID-19 Crisis
It's been a while since we published a blog, but now that we are adjusting to the "New Normal", we feel now is the time to talk about the changes that are coming in the advertising field post-COVID. Most importantly, in this short period of time consumer behavior has changed drastically, probably for indefinitely. While Aruba caught up BIG TIME during our lockdown with overnight possibilities in online shopping, delivery, pickups and take-outs - as a marketing agency we couldn't have been more proud - this is only the beginning!
Gosh, we're excited, can you tell?
So not only has the Coronavirus pushed us towards a New Normal, but it has also changed our outlook on how we as consumers should be serviced. To continue the change and adjust your company to this 'new' service demand we have listed 5 ways we believe marketing and advertising will have to change post-COVID.
1. Traditional Marketing will need to take a side-step - finally
The Coronavirus impacted our lives with incredible speed and disrupted consumer behavior. Campaigns were canceled, launches postponed, events were scrapped, all seemingly overnight. While Digital marketing can easily be changed and adapted in real-time, traditional media was biting the dust. Year-long ads in Travel Magazines, Billboards on the side of the road, Commercials in Cinema and TV - all traditional media forms that were booked and paid months in advance - now, seemingly worthless. Traditionalists will say how traditional marketing is essential for brand building, but the response to COVID-19 shows that digital marketing can easily play that role - faster, cheaper, and better.
2. Data is still the throbbing heart
Data sounds boring, and it is a lot more boring when compared to creating visually attractive ad campaigns. but, still one cannot do well without the other. Correctly understanding and interpreting data means understanding your customers and their behavior, which as we mentioned, drastically changed during the crisis. Data helps you develop a detailed understanding and gives you a substantial competitive advantage.
As a business owner, you need to quickly respond to external situations and optimize spending on goals both long term and short term. and to properly do this without data, it’s simply impossible.
3. You will have to be even more customer-centric
Social Media has always been a great way for brands and businesses to connect to consumers and communities. You must have heard about Community Managers. Right now, brands must use their social channels wisely to be present, respond to insecurities, and give support. Don’t stop entertaining your customers, just because we are allowed to go out again. Continue building your tribe with tips, at-home workout plans, smoothie recipes, and ways to make your services even more accessible.
This goes back to the importance of flexibility and the digital side of marketing. Marketing is not about marketing a product to be bought, it is about building communities and taking care of your ‘tribe’.
4. Take social responsibility
If COVID has taught us anything, it is that we are not alone, and our actions have an effect on the people around us. No longer are we ‘only’ dependent on ourselves, but we're also dependent on the good-will of others. Decades of growing apart were brought to a halt almost immediately as we now needed each other more than ever. To take care of our elderly together, to take care of the most vulnerable people in our society together, and to take care of our friends, neighbors, and family members who are judged because they are deemed ‘different’ by society together. Whether it be because of the way they look, the language they speak, or their sexual orientation. We all have a role to play.
Advertisers have a role to play. We are in a unique position to have direct contact with communities and consumers. How are we using this power to address our consumers’ changing needs and concerns and be a source of truth and positive impact? To not act could potentially hurt your brand reputation in the long run. But, if you found a unique way to channel this crisis into something good, not only for you but for the people around you – well that is just pure gold.
5. Don’t be too hard on yourself
Everyone is learning as we go, and no business ins perfect. When you started your business you probably did not even realize all the different aspects need your attention and focus. Especially during the crisis of COVID, it is ok for trial and error. As long as you try and keep connecting to your base. Don’t know who your base is? Learn and Ask! Don't know what your community finds most important? Learn and Ask! Don't know the best way to approach them? yes.. Learn and Ask! We're all in in together, and showing you care and want to learn is most important!
While we are only halfway through the year of 2020 – it ain’t over till the lady sings, and we’re ready and prepared. Second half of 2020, let’s go!
Thus, in conclusion:
- Invest in Digital Marketing, and take a good look at your past Traditional Marketing efforts
- Discover your ‘Tribe’, and speak to them on a genuine level
- Adapt as you go! No need to pick one strategy for the rest of the year – be flexible with these changing times
- Test & Measure – check the data from your ad campaigns for the best possible results
- Don’t stop the change, keep entertaining your customers and community
- Don’t be too hard on yourself. This past half-year was rough enough. Do the best you can!
How is your company adapting to the changes?