After a long year and a half of lockdowns and restrictions, it feels as though things are finally starting to become normal again. If the global pandemic taught us anything, it is that things can change at any moment and we have to be ready to adapt. The pandemic has recreated how marketers build relationships with customers and how they structure brands.
Let’s take a look at how Covid-19 redefined marketing as we return to a new sense of normal.
a shift in consumer behaviour
The pandemic has cause a shift in how and why your customers make decisions. Covid-19 has not only accelerated existing trends, but created new ones altogether. We now have new trends - such as Curbside Pickup - that have continued to evolve and we can predict what is likely to become the "new-normal" post-pandemic.
e-commerce for everyone
First, online shopping is here to stay. Generation Z and Millennials had already taken up E-commerce before the pandemic. Now, several consumers are turning to digital and reduced-contact ways of accessing products and services.
It's evident that customers are purchasing their items off of platforms such as Instagram and are relying on influencer recommendations. E-commerce is often more efficient, less expensive, and safer for customers than shopping in physical stores. Covid-19 has also accelerated the shift to online shopping at an exponential rate. For marketers, this means an increase in focus on E-commerce channels. With the increase in online shopping, it is crucial for marketers to utilize analytic models in order to predict consumer behaviour and create an improved customer experience.
The switch to e-services
Similar to E-commerce, E-services are the new normal. Covid-19 has increased the amount of online interaction and decreased the need to meet in person, saving on time and resources. E-services are now extremely popular in banking and other consultation-specific businesses. One way marketers can tackle this shift is by encouraging partner ecosystems. For example, food marketers can partner with fitness platforms or e-health platforms to promote the benefits of both services and tie them into a single experience.
a shift to support local
Travel restrictions and constraints have made stay-cations and shopping locally much more prevalent. Marketers will want to localize their marketing and even use municipal marketing to manage hyperlocal activity and engagement. It is also important for marketers to make use of their analytics to segment their markets based on more than geographic information.
FOCUSING ON consumer concerns
The pandemic has brought forward the importance of health and financial freedom. Not surprisingly, consumer research shows that personal health and economic well-being are a top concern for people following the pandemic. Ensuring the safety of consumers is extremely important when building trust and can lead to a range of shopping experiences. This does not only include the increase in e-commerce but also self-checkouts and display walls.
Leaving brand loyalty behind
A more surprising change that has occurred since the pandemic is the decrease in brand loyalty. You are now no longer competing with your competitors but you are competing with the last best experience your customers have had. Many consumers are open to trying new brands and online boutiques based on recommendations and Pay-Per-Click Ads.
Focusing on what really matters
Holding brands to a higher standard in terms of socially conscious values has increased over the years, though due to this crisis we will likely see this shift accelerate even more. Consumers would like to see brands that truly make a difference in the world and communicate a strong purpose. How your brand responds during each stage of the pandemic will leave a lasting impact on consumers and can make or break an organization.
Let our marketing experts approach your next campaign with a strategic plan. Get in touch with us today to discover what strategy is best to support your goals!
AUTHOR: Abbey Hills