The Coronavirus pandemic has paused close to every single economy in the world. This year started off with a promising financial forecast, but that has been drastically reduced as most companies have fought to stay afloat with the sudden and unexpected disruption that Covid caused. Whilst we couldn’t have even begun to imagine the past few months and although we’re definitely not out of the woods yet, with restrictions easing and cases falling, it’s important that as a business, you’re ready to bounce back stronger and smarter as we navigate the post-Covid marketing world. This will no doubt require the re-thinking of your current digital marketing strategy.
Now more than ever, is a time to put the consumer and their needs first and businesses that recognise these needs and cater to them accordingly, will be sure to stand out amongst those that don’t. The priority of your future campaigns in a post-Covid environment must be to boost lifetime value and customer experience as well as continue to deliver a meaningful, purpose-driven brand. Smart companies will adopt a proactive approach to ensure that they are aware of what needs to be changed and are prepared to do so when needed, in order to meet future consumer needs. Steps that you can take now to ensure you are ready include:
Develop a plan that enables you to assess the marketplace as it now stands so that you and your team can begin to understand how to validate the new behaviours we’re all seeing as a result of the Coronavirus pandemic. The best way of finding out what your customers need, is to ask them! Conducting market research, surveys, Twitter polls and customer feedback will mean you can analyse comments, attitudes and data and prepare to make changes accordingly.
With uncertainty surrounding just about everything, you need to reassure your customers that you’re operating as normal. AI is developing at a faster rate and changing the way that brands do business with their customers, and what better time than emerging from a pandemic and coming back bigger and stronger than ever, to introduce it into your marketing strategy? The benefits of such a strategy mean that you can answer consumer questions and queries in real-time as well as automate lead qualifications and even book meetings/arrange appointments. The speedy way in which you can interact and engage with people who are interested in your brand, makes meeting the demands for faster and more direct responses from companies that consumers are now making, a lot easier and more achievable.
The lockdown of Covid-19 forced shoppers to turn away from physical stores and focus their attention on all things e-Commerce and in response, a lot of retail brands upped their online presence and their digital marketing strategies to attract this additional online traffic. Now that restrictions are easing and shops are re-opening, it’s important not to take your eye off the ball when it comes to having a successful digital marketing strategy. Remember, that although shoppers can return to physical stores, it doesn’t mean that they will – with many hesitant to make unnecessary outings and preferring to stick to online purchases after the pandemic. If you moved more of your operations online during the Coronavirus pandemic and in turn, expanded your e-commerce offerings, you may have captured a reliable flow of online traffic. Don’t neglect this now that your stores have opened and continue to take the measures necessary to convert these visitors into customers.
It’s no secret that Covid-19 put a lot of pressure on companies to come up with ground-breaking digital strategies in a bid to attract online customers, with a lot of industries having to re-invent themselves to cope with the changing consumer landscape. As we emerge from the other side, you might still be struggling to reassess your digital marketing strategy and budgets. At a time like this, when a digital marketing strategy with a multi-channel focus is paramount, it can be helpful to outsource your marketing efforts to an agency who can ensure you are focussing on the channels that are going to most help with reaching your brand’s goals. Calling in a more experienced third-party can ensure that you’re not wasting energy and resources when working out how to best approach your digital marketing strategy post-Covid-19.