In times like these, when the whole world is undergoing a major crisis, marketers are truly bewildered. In a matter of a few weeks everything seems to have altered completely. People are now more focused at staying at home and keeping themselves and their loved ones safe. Social distancing is a norm. Everyone is now unified to fight one common enemy.
There is a major shift in the way in which people have started to think and behave. Consumers have now shifted their focus on social media, television and other media sources. The gradual shift towards escapism can’t be ignored either. Everyone is busy giving their opinion on twitter and Facebook. Most people have now shifted their focus entirely on entertainment through online means.
In fact students are also seeing a major change in classroom techniques. Everything has shifted online. From basic everyday classes to assignments. All these things are being carried through the internet.
Since so many changes are taking places, it’s important for brands to change their marketing strategy. The following are a few tips on the right way to market through coronavirus:
Show empathy and transparency
Being empathic in such a situation is crucial. It is a difficult time for many. Banks have waivered off overdraft fee, the same goes for any other institution which charges a fee for their services. It’s not a time to carry out any commercial exploitation. Instead the focus should be on helping people through such a time. If possible choose a campaign which is emphatic.
Consider doing good for the community
This is the time to show your consumers that you acre about their wellbeing. Any step which a brand takes to boost their customers would be remembered for a long time. This can be done by donating to the needy, lowering the prices and giving parts of the profits to charity. A brand that chooses to do so would be considered as being committed to the uplifting of the community as a whole.
The focus should be on content which helps lower anxiety and gives people a message of hope for the coming future.
Keep tracking the trends
It is important for marketers to keep a track of their consumers’ behavior during these changing times. The focus should be on the consumption trends. They should make themselves adapt to dealing with their consumers in a way which makes them feel safe. The marketing team should focus on working closely with the finance and operational teams. They need to make sure that they are able to work in different scenarios until the crisis lasts.
Develop new ways of working
Companies which have been forthcoming have been able to transition easily to working in remote situations. The use of technology has made it easier for people to meet and talk and stay connected and productive at the same time. The focus should be on improving the digital ways of communicating with customers. Businesses that have done so have been able to manage without too much hassle.
