The Impact of COVID-19 on Marketing and Brand Messaging
The events of 2020 have had major impacts on business operations and marketing practices across the country and world. Because these changes are mostly the acceleration of trends we were already seeing in the marketing industry, we can expect them to stick around. Here, we have rounded up five of the biggest marketing shifts we have seen develop in the last few months and are breaking down why each is important for practices moving forward during the COVID-19 pandemic and beyond.
1. Businesses Must Be Flexible
This marketing trend was really proven by the pandemic. Businesses need to be flexible and find new ways to market their goods and services, as needed. And, they need to keep their finger on the pulse of marketing developments so they can continue to evolve and be in the best position to connect with customers. For example, many businesses who did not have a strong online/social media presence prior to the pandemic are now finding it is one of the most effective ways to connect with customers as we practice social distancing. The world is constantly evolving, and for brands to thrive, they need to continue to evolve, as well.
2. Brand Engagement is Crucial
We have seen a dramatic shift in the last few months with the pandemic, Black Lives Matter Movement and the continuing rise of cancel culture. More and more customers are expecting brands to take a stand and be transparent about who and what they support. Brands are expected to show empathy and create authentic connections. This also means that brands are expected to be actively engaged and tuned into the same ever-evolving world their customers are experiencing. The brands that are clear about who they stand with and how they support organizations and movements, as well as their ability to respond to new events and developments in a timely matter are going to have more success moving forward.
3. Businesses Need to Be Online to Connect With Customers
Many, if not most businesses had a website prior to the pandemic, but recent events have shown just how important a strong (read: up-to-date, mobile-friendly, content rich and SEO optimized) website presence is. We have seen a huge rise in e-commerce in the last few months, but this rule also applies to service-based businesses. Even if you offer something that cannot be sold virtually, customers need to be able to find you and learn about your services/products online. In addition, many in the marketing industry think the pandemic will have lasting impacts on consumer online consumption and that consumers will continue the increased levels of online habits (streaming, web browsing/shopping, social media usage, etc.) that they develop during the pandemic well after it is over.
4. Social Media is More Important Than Ever
Speaking of the importance of being online, a strong social media presence is also key for both finding new customers/clients and connecting with/building a loyal customer base. With people expecting brand engagement (see the second point above), social media is a necessary way to actually talk to your customers, as well as to stay in touch with social developments. It is important to remember that it is not enough to just have a social media account(s) for your business. Brands need to take the time to develop strong social media plans and actively connect with people through their social channels. It is also important to note that quality over quantity is important here. Brands should carefully consider which social platforms are a good fit for their business and then take the time to really engage on those platforms rather than trying to be present everywhere.
5. Authentic, Quality Content is Key
In order to compete with current marketing trends, businesses need to think about what content they can offer their audience. This goes beyond a caption and a picture. Think videos, podcasts, blogs, etc. Consumers are no longer settling for just being sold a product. They are looking for more communications from brands. Sharing quality content is a helpful way to build a solid relationship with current and future customers. A bonus is it provides material for you to share on your social media platforms (see point 4) and website (see point 3).
If you have any questions about how to reformulate your marketing plan to better capitalize on current trends, reach out to us! We can help you determine the best way to move forward with your business and marketing goals.
