The recent outbreak of the influenza virus has dramatically altered the way in which businesses engage with consumers and communities.
No longer are traditional methods of engagement with consumers and communities feasible. While the world will never be the same, business-to-business organizations must adapt new B2B marketing strategies to keep pace with the new reality. Traditional models centered on the delivery of products and services directly to consumers through physical events and face-to-face interactions.
Consumer-centric approach to marketing
In an age when consumers are less engaged with brands and companies, it’s essential for firms to develop customer-centric approaches to marketing. This shift can help firms become more competitive by understanding the problems customers are facing, and restructuring their offerings to meet those needs. With customer demand declining, these companies need to be able to adapt quickly to this new reality. In the following paragraphs, we will explore the benefits of adopting a consumer-centric mindset.
First, customer-centricity has been shown to increase loyalty and retention. Companies that focus on their customers and their experiences are likely to have happier customers. A consumer-centric approach will lead to frictionless service. This includes ordering online and picking it up in a physical store, as well as instant refunds. This kind of experience is what makes a customer feel like they’re part of a family.
The COVID-19 pandemic has made it more important than ever to go digital with your marketing strategy. Previously, marketers were focusing on product features, specifications, and prices, but now, they must focus on advertising the right messages to the right audiences via the right channels. For many companies, going digital-first has always been a vague concept, but now it has more meaning than ever. Among the industries affected by COVID-19 are apparel, travel and tourism, retail, and automotive.
The impact of Covid-19 on marketing is sweeping. With the increase of social distancing, many retailers are shifting their marketing strategies to focus on digital. One European variety-store chain, for instance, established a fully-functioning e-commerce business within three months. This website connected all functions of the company, significantly improved basket size and delivered a 3 percent like-for-like revenue increase in their core market.
Adapting to lockdowns
Whether you run a brick-and-mortar store or have a brick-and-mortar presence, you should consider integrating eCommerce into your marketing strategy. While the shift to online is structural, consumers will not likely switch back in the near future. Adapting your marketing strategy to the new normal means making adjustments and learning from the experience. For example, many retailers reimagined the physical store and its purpose as a place to connect with customers. They have also increased their budget for display advertising to gain more traffic and to retarget those visitors who have already visited their website.
Because lockdowns can disrupt your business, you need to rethink your marketing strategy. Many businesses are trying to reinvent themselves and their entire business models after the recent outbreak of the coronavirus. Consumer behaviour has changed significantly since the pandemic, especially for businesses that rely on e-commerce. Despite the increase in e-commerce, consumer interest in fashion is decreasing and that of sewing machines is growing. Adapting your marketing strategy to lockdowns will give your brand the leverage it needs to be successful in the post-COVID-19 world.
Developing a culture of collaboration
A recent Covid-19 outbreak has brought into focus the importance of teamwork, communication, and collaborative work in marketing. This has a direct impact on marketing metrics and tactics. To make the most of these new collaboration methods, marketing teams must ensure that they are empowered to make decisions and extend corporate values. Companies should create time for random connections and promote efficient meeting schedules. In addition, companies should invest in video conferencing as a default feature.
Organizations should consider the changing culture of their workplaces, which is expected to change in the post-Covid world. For example, the global lockdown and travel bans have upended traditional assumptions about the nature of work and corporate interaction. As a result, more people are working remotely and not commuting to the office. Many who were previously jet-setters have become home-bound, a significant cultural change that organizational leaders should consider.
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