by Lisa Ryen
The Covid-19 pandemic has upset all marketing rules, revolutionizing everything we knew about brand building. After almost two years we can say for sure that there’s no going back to the former standards. Here is what we believe are the new marketing standards required in order to drive growth in a post Covid-19 world.
We can confirm with some degree of certainty that 2020 and 2021 were difficult years like no others and that 2022 will certainly not go back to the normality we knew before the pandemic. So, from a marketing point of view what should we take away from the pandemic? How has Covid-19 redefined marketing?
Finding the correct answers to these questions is fundamental to grant marketing success in the months and years ahead. During this last year BrandingBizz has been comparing what we’ve learned from two decades working in marketing with what we’ve all learned during these two years of major changes. We have therefore identified new standards and rules that will support future challenges.
Marketing, especially in the post-pandemic period, will revolve around data. Their management is becoming increasingly complex as sources multiply.
Collecting and analyzing consumer data helps us perceive what customers really want from a business, allowing us to understand what specific products and services they are looking for. When you know your customers it can change your approach and modulate the marketing strategies to better meet consumer needs.
Change your mindset eliminating barriers:
The biggest challenge in the post-pandemic era is a total change of mentality to shape our marketing strategies for the benefit of increasingly demanding and digitized customers. And in fact the pandemic has accelerated several changes that were already underway and has made the importance of the
centrality of the customer in the marketing strategies of any company;
the need to reinvent oneself in a world that is becoming increasingly connected.
Covid-19 has not only been an accelerator of digital transformation, but has made it inevitable and urgent, companies have found themselves in the pressing need to digitize, fragment and deconstruct processes that until a second before had been linear, centralized and "physical".
Digital marketing means keeping up with the latest technological innovations, new platforms and, above all, new user behaviors and trends in purchases.
How to intercept and even orient them? Here are some tips to do it right:
Customer marketing and message personalization: Today the user is increasingly connected but less and less physically reachable. As a result, you need to reach your user with targeted and personal messages, meaning it is necessary that the content is sewn on the customer.
More attention to brand safety: The reputational damage of inappropriate or unreliable content can be really heavy. Brands will have to worry, therefore, about extending internal content moderation capabilities to all digital properties.
Social Media increasingly engaging with conversion focus: Social media will continue to hold a place of honor in 2022 digital marketing strategies on a global scale: the importance of the quality and frequency of content, the need to make sponsored campaigns to increase the coverage, choosing the proper channels and overseeing them correctly is a great way to make awareness.
The views reflected in this article are the views of BrandingBizz.