How to target marketing strategy in the Post-Pandemic marketplace?
Updated: May 4
As we are well past the one year-mark of the pandemic, businesses large and small have reflected on the ups and downs of their strategy over the last year and the challenge of adopting the right tone for the year ahead. Despite these challenges there have been some stand-out success stories — the likes of Zoom, Amazon & Netflix—but many more have struggled to get it right.
Marketers are universally keen to learn from companies that have thrived as they look to grow in the post-pandemic world. Whilst so much is still in flux we can identify areas that we CAN control as a way of moving forward and emerging with a clear strategy for the months ahead.
Coronavirus continues to highlight the importance of agility, as companies found they had to quickly adapt and become responsive in light of rapidly changing events. Many brands have moved away from action-orientated marketing to an empathetic, community driven message that chimes with the need of the times.
It is imperative to be comfortable with and embrace change and be ready to shift gears when and where necessary. With uncertainty becoming commonplace, there are a multitude of ways we can control marketing efforts amidst the chaos. Attitudes have shifted shift towards relevance and social, cultural and political values, which have taken on a new significance and have a lasting impact.
Here is our Savvydesk.co.uk guide to focusing your strategy and help you find new ways of reaching your customers today and into the post-pandemic marketing future.
Deliver compassion in both brand messaging & design - Remember that your customers are humans too! We can learn so much by listening to their viewpoints and from their experiences during these times too. What are there pain-points and how can we empathise with and support them? When thinking about designs test the waters with targeted personalised messages and designs and track the engagement to see what resonates. A great example of this was IKEA whose message was to safely bring people together as they safely stayed apart. Being homebound causes stress and isolation for so many, Ikea Spain saw an opportunity to shift perspective around shelter-in-place orders by welcoming their Spanish- and English-speaking audiences back into their own homes. By doing so, Ikea sought to remind people of the stable worlds they had already created — playing with kids, dancing, making music, or simply relaxing with loved ones — as the world around them shifts. They cleverly invited everyone to view their home from a different perspective and make it a place where, during this time, we can all live new experiences together.
Treat consumers & employees with compassion & empathy - Customers like to see that a company looks after its employees and that it treats them well. This was especially true during the pandemic and many brands were advocating work from home environments and communicating a strong message about employee wellbeing encouraging a greater work-life balance. In May 2020 Twitter announced a permanent work from home policy and by implementing more empathetic policies will not only boost company morale, but will also lead to greater customer satisfaction. As you build a culture of empathy within your company, consider highlighting employee feature stories and sharing them on your social feeds.
The more you can put a human face to your business, the more you can foster trust between your company, your employees, and your customers.
Focus on solutions not problems - Communicating effectively and with confidence when talking about problems or issues faced in light of the pandemic demonstrates an understanding and resilience when faced with adversity. Build trust with potential consumers by supporting them with practical coping strategies and helping them solve pandemic related challenges. Providing empathetic communications and actions will lessen the risk of inadvertently coming off as insensitive. Think about the content and timing of your messaging; what kind of value you’re providing; the tone of your emails; and whether you’re offering the appropriate tools for support.
So will these new empathetic marketing strategies stay? We think that these new communication strategies are here to stay as we emerge from over a year of a constantly changing and unfamiliar landscape. As we watch brands grow and evolve we should continue to tailor our approach to stay in control of our brand voice across multiple channels. Combining emotional intelligence with more traditional methods such as A/B testing, CTA's & by exploring creativity your customers will be able to connect with, rely on and trust your brand.
For more insight on how your responsive marketing can make a difference even in challenging times visit savvydesk.co.uk and GET IN TOUCH