The Covid-19 pandemic has overturned a marketer’s playbook, challenging existing rules around customer relationships and branding. Here are 5 new marketing facts about marketing after the pandemic. Read the full blog to know the combination of strategies, and operations. And also technologies needed to drive growth in the post-Covid-19 world.
It’s pretty obvious that 2020 is a year like no other, and due to the pandemic. Almost everything has changed in the way we work or do business. Answering these questions during a pandemic is critical and pivotal to marketing success in the coming months, if not years. We have identified 5 post-pandemic marketing facts. These facts challenged important marketing truths and provided us with a new set of rules moving forward.
10 post-pandemic marketing facts
1. Old truth: Marketing starts with knowing your customers.
New truth: Marketing starts with knowing your customer segments.
The Covid-2019 crisis has reinforced. Brands must reach out in very localized and precise ways. To target specific consumers based on their current situation and what is most relevant for them. For example, if your customer base is mostly women aged 25–35 living in Manhattan, then you might offer a product exclusively online and via mobile apps. Or you could make a video specifically targeted toward these customers, showing how they can get to work without getting sick.
2. Old truth: You are competing with your opponent.
New truth: You are competing with the user’s previous best experience.
Keep in mind that you are up against the user who, before to COVID-19, had a fantastic experience with your competitor. Since direct-to-consumer businesses (like Glossier or Parachute) were particularly skilled with our personal data. They had already conditioned us to expect a certain amount of hyper-personalization.
However, the digital transformation suddenly picked up speed when the coronavirus struck. Consumer expectations for what businesses could do for them with a more digital experience then skyrocketed as a result of this. Carla Hassan, chief marketing officer of Citi, stated earlier this summer that the client wants much more than simply a simple digital transaction. Companies want anticipatory, personalized experiences throughout the whole consumer journey now that they have access to their personal data.
3. Old truth: Customers hope you have exactly what they want!
New truth: Customers expect you to deliver exactly what they want
Time has changed, and on-demand, customers don’t expect, they expect you to have exactly what they want or need. The bar is constantly increasing; We must take our customers’ needs seriously and improve their shopping experience. Today’s consumers expect every experience to be seamless, relevant, predictable and connected.
In other words, they are only interested in getting what they want, when they want it. And they insist that nothing stands in their way. Creating these experiences forces companies to put data and technology at the heart of their organization. This could mean bringing some level of machine learning and/or artificial intelligence into the mix. Why? Because data allows us to create more relevant experiences on one or more of the four Cs:
1- Content (can be delivered in experiences such as email or mobile apps);
2- Commerce (such as physical retail and e-commerce);
3- Community (like convening B2B buyers at a virtual trade show or hosting a webinar on home repairs for consumers); and
4- Convenience (such as offering consumers a coupon or benefiting from a loyalty program).
Today, most 4Cs are offered with a “one size fits all” approach, but as consumers increasingly demand greater personalization, businesses will need to use more data. data and intelligence to refine decision-making and create greater relevance in their customer interactions to build a stronger human connection with their brand.
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4. Old truth: Greeting customers is like dating someone.
New truth: Greeting customers is like online dating.
For a long time, marketing was mostly about buying mass reach or target reach with top media rates and hoping to convert it. So it’s like going to as many parties or bars as possible in hopes of finding that special someone. It’s a world of randomness, chance, and frankly a lot of face-to-face encounters.
Enter dating apps and browse online. Now, finding your perfect match may not be luck but more about data and algorithms. We have seen the shift from brand marketing to increase reach to performance marketing to generate marketing leads. The acceleration of digital channels due to the pandemic has only exacerbated this trend.
However, while performance marketing occupies an important and powerful place in the mix, CMOs recognize that the right balance between brand marketing and performance marketing yields the best results, and they must fight fiercely against bias in favor of what is easily quantified.
Many people are bringing their customer relationship management (CRM) team closer than ever to their communications team to easily see the whole continuum and realize effectiveness. CRM, which is primarily powered by first-party data or customer data that the business owns (with consumer consent, of course), is the driving force for initiatives like coupons, personalization, or email marketing.
5. Old truth: Users should be the focus of your marketing strategy.
New truth: Users should be at the center of your customer journey.
The concept of customer orientation is not new; Every customer wants the brand to focus on them, listen to them and deliver the products they expect. The question is, how do we hide these internal disconnects from customers who assume the whole company knows about them as a whole? We’ve all called customer service and talked to a call center representative or a bot that doesn’t work with the same information as a point of sale – and vice versa.
We must remember that marketing is only the beginning of the customer relationship. For example, in a B2C context, we go through a journey of attracting them, converting them into direct or indirect sales, and then hoping to retain them. As a result, they become advocates and potentially open the door for upselling and cross-selling. Marketing should be seen in the context of the entire journey from start to finish and, if possible, try to connect the rest.
These are the 5 post-pandemic marketing techniques that everyone should think about, especially now. There was undoubtedly a time when marketing was a cost center for businesses, with the main responsibility being to optimize return on investment. As a result of the pandemic, marketing has emerged as a driving force behind digital transformation, and other functional departments place a high value on the department that leads the customer journey.