It is essential for marketers to shift their marketing message in a sensitive way amid the COVID-19 pandemic
Marketers are already pivoting their strategies in line with the COVID-19 pandemic. At the same time, it is important to work towards tweaking the company’s message to customers in a timely and sensitive way. A marketing strategy during a crisis should comprise sensitivity and customer consideration.
A Forrester report says that more than half of the US customers will buy from organizations that show they are trying to protect them from COVID-19. It is essential to continue to meet customers’ needs with compassion and keep customer care options in place. Now is the time to emphasize on customer safety and even use advertising to focus on the ongoing commitment towards social distancing, and contact-free service.
Marketers need to plan to keep updating ad content as conditions stay operationally flexible. Share pandemic policies gradually instead of shifting to a new paradigm immediately. Ensure customers don’t get the impression that you are focusing on profits and not paying attention to the emotional and financial state they are dealing with. It is most important to learn what audiences want and need on a day-to-day basis.
Marketers can also start talking about new product availability details in their new marketing message as things start getting back on track gradually. It is important to understand that consumers will not spend freely for a long time, due to the pandemic and hence it is better to lower profit expectations.
As more and more people are staying home, YouTube recorded a 15% increase in traffic during the pandemic. Therefore, shifting marketing strategy to platforms that customers have turned their attention to, very recently is crucial. According to a White Shark Media report, as people start going back to offices, it is important to shift the focus from laptop or desktop advertising to mobile again. Brands should keep offering incentives to customers in the form of promo codes and a percentage-off deal. It is better to keep doing this until the end of 2020. This will yield brands customers’ long-term admiration and respect.