Blog Post How Marketing Has Evolved In The Recent Pandemic
In 2019, everything was normal and all of us were going about our lives. However, in 2020 the COVID-19 pandemic hit us and forced all of us into our homes. The world went into lockdown and we had to get used to the new normal. We had to learn to work from the confines of our homes. Marketers also had to adjust to this new normal and come up with new strategies to attract customers.
Almost 85% of marketers have changed their strategies and approach techniques to generate customer response during the pandemic. Marketers who have adapted well to these changing situations have progressed even further. Some of the ways used by marketers are-
Contribute to the safety of the society-
Companies should work based on 2 questions- Is their product is needed by the world right now? Or if they can adapt the portfolio of their product to suit the current needs of the society? In this way, companies can provide essential products even if they are outside their general product offerings. For example- Distilleries are providing ethanol to hand sanitizer industries. Apparel companies are manufacturing large quantities of masks to deal with the drop in sales. Companies are also manufacturing medical equipment too.
Bringing hope in customers ‘trapped’ in their homes
Companies are also trying to provide Entertainment sources while also promoting their business. Telecom companies are providing unlimited data services. Online streaming services are also releasing content ahead of schedule to keep people engaged and happy. Multiple organizations have also started delivery services and online courses. They have also started meditation courses to relieve the stress faced due to this situation. These strategies will get customers to notice them and will also make a place for them in the customers’ minds.
Promoting online consumption
Many businesses have relied on physical operations rather than online operations. But ever since the pandemic hit, they have been forced to change their strategies. For example- Many gyms have started providing online workout sessions as the gyms have been closed down for the past year. Medical providers are also providing Digital healthcare services for non-emergency patients. Companies need to re-evaluate the training program for their staff so that they can handle the emerging new needs.
Providing easy access to services
Demand for customer care services has increased significantly over the last year. Many people are turning to customer care to answer their queries and to get assistance. Many telecom companies have acquired equipment to ensure that their staff can work from their home and provide hindrance-free services. Companies are also promoting additional guidance and support to maintain communication and engagement. They are also providing virtual product guidance to assist people.
Demonstrate care for society
Actions taken during such a pandemic can invoke feelings of care in the customer base. Customers will find it easy to trust these companies that have been aiding people throughout hard times. Companies have been supporting local communities while also linking these practices to the company values can build the trust of the customers. They have been offering free meals to the needy, providing beds in hospitals to critically ill patients, and other necessities. Creating a sense of kinship among customers and the company can be a great way to promote your business while also helping people.
Improved use of digital marketing tools
Companies have been actively using SEO to promote their business for a while now. But after the pandemic hit the use of these tools has escalated. People are going online to search for even the basic things. They check online reviews before buying or investing in anything. Hence companies have been implementing SEO and paid search tools to increase their Google rankings, making it easier for customers to find their brand. They are also promoting their business using digital marketing to attract more customers.
During these times, the steps taken by companies can leave a deep mark on their customers. If they are fulfilling customer desires as well as customer needs, then that company is bound to succeed. Leading with empathy and compassion can help the companies to gain real connections and bonds with their customers that will outlive any social and economic impacts caused by the COVID-19 pandemic. Socially conscious organizations and businesses have been constantly helping people and communities during this pandemic. They have provided the necessities to communities even when it was outside of their product portfolio.
Leading with Empathy- A marketer’s response to COVID-19
Pitch-
COVID-19 pandemic hit is with a surprise. None of us had imagined that life can come to still in this way. It has also led us to lose our loved ones unexpectedly. This has also affected businesses significantly. Marketing strategies have also been improvised to suit the current situation and to resonate with the feelings of the people. Marketing strategies are now inclined towards the emotional side instead of the logical and analytical side.
