Marketing in the Age Of Corona

It’s doubtful you can go a day without thinking, reading, or hearing about Coronavirus. The effects of this pandemic will have far-reaching implications for just about every aspect of our lives. As a marketer, you have probably already been affected in a significant way. What the future holds after we get through this period in history is anyone’s guess, and dealing with our challenges now is the main priority for most people. However, we still need to plan and act in a way that will not just keep us afloat during this pandemic, but also in a way to help us come out healthy on the other side. We don’t know how long this situation will last, and the effects of coronavirus for the marketing sector will probably be far-reaching. Here is a look at what marketing looks like during, and how it might look after, the age of corona. 

Forms of Conventional Marketing are Taking a Back Seat

There are fewer people walking or driving around as people avoid unnecessary trips outside the house. This means that marketers need to cut what they spend on advertising outside of the home. Billboards and other exterior ad spends will not be as effective, since there’s no one to see them. Instead, online and digital ads are the way to go. The public is spending more time online than ever before, since they are not going to work and school. This means you need to make sure that your social media marketing and SEO are solid, since online is where the audience is. One of the biggest traditional marketing forms is television, and it remains to be seen how it will be affected. With more people at home, it may be that more people are watching TV, which would indicate that ad rates should rise. However, television productions are getting more difficult, with studios closed down, it might be difficult for marketers to get commercials made. This means being creative and possibly using social distance measures to make commercials to which the audience can relate, such as having actors interact by using online video chats, or going with all text and stock footage and photos. 

Brands Must Showcase Empathy

Everyone is vulnerable right now, or at least feeling that way. It might be for health reasons, employment and income insecurity, concern for their friends and family, or all of those things. With so much uncertainty it’s vital for brands to show they are empathetic with the general public and convey the message that we are all in this together. Some companies, such as banks and insurance providers, have made efforts at providing financial relief. Banks are offering to waive certain fees, or even mortgage payments. Insurance companies are giving discounts because people are using their cars so much less. Brands that look like they are exploiting the situation with price-gouging and other measures will suffer in the long run. Messages should be about health, connecting with others in a difficult time, and comfort. Consumers will remember what brands were empathetic, and which simply tried to squeeze for as much as possible. 

Remote Collaboration 

Marketers, like many other sectors, have had to work from home more than ever to protect themselves and the community at-large. That means that collaboration becomes more challenging. Working remotely may seem simple on the surface. You simply sign in to a video chat app and away you go. However, there are challenges, such as sharing and editing content collaboratively, for instance. You will need a cloud solution that works for everyone and suits your needs. Clients must also be in the loop, and some may not be as used to online communication in such a manner as you are, so you must be patient and do what you can to help them get used to this new normal as well. In-person client pitches are of course not possible for the time being, so marketers must come up with innovative ways to seek out new clients and pitch them remotely. This means a lot of digital content that can be easily shared with potential clients that works seamlessly with most technology so that there is no difficulty for those with whom you are sharing. Sectors like banking have had to tailor their products to more specific demographics and accommodate the online reality even more. Currency exchange companies have likewise made adjustments to their operations to meet the new reality.

Tracking Human Behavior

We’ve already seen a massive shift in human behavior in the last few months, and as things evolve, we may see more shifts. Marketers need to be able to make sense of these trends and adapt to them. That means having as much information as possible to effectively make decisions. Make sure to observe the trends and conversations happening over social media platforms and e-commerce sites. There may be opportunities you need to leverage, but there may also be danger signs ahead. Compiling and analyzing big data will allow you to get a better handle on changing consumer behavior and make effective decisions to keep you ahead of the curve. 

Moving Beyond Coronavirus

Most of the world is feeling the effects of coronavirus, but everyone must start to look at what things will be like after the crisis has passed. It’s not likely that the “normal” marketing sector post coronavirus will be the same as what it was before. That means that brands must be prepared to compete after this period in our history has passed. Marketers need to have a deep understanding of how the virus has impacted and interrupted businesses in just about every sector, and to be tolerant of a landscape that may change rapidly at any time. Digital workplaces and digital content will most likely be more prevalent in the future, and if a business or marketer is not set up for this, then they will struggle. It is also a time for thinking about the customer. While health and safety concerns from the virus may pass, the economic uncertainty may last for years to come. Make sure that your approach and your goals are realistic, and that they reflect that the economic situation in our country has changed for the foreseeable future.