Since spring 2020, virtually everything has changed. We’ve seen drastic shifts in every aspect of society — from shuttered businesses to people sheltering-in-place at home. Even as the number of vaccinations increases, many people have chosen to keep practicing social distancing and wearing masks.
To call the current climate “an interesting time” for marketers and brands would be an understatement. We’ve fundamentally changed the ways in which we communicate with audiences and drive revenue. And while there may be a return to normal on the horizon, it definitely won’t be the old normal — or even the “new normal” of 2020. Instead, marketers and business leaders in the post-pandemic world must reassess, adapt and reposition their brands for growth and success. Here are a few things to keep in mind as we look ahead to yet another “unprecedented” era.
As the bricks-and-mortar world shut down and people hunkered down at home, we saw media consumption and e-commerce rise dramatically. Consumers rushed online to order products and services for home delivery and curbside pickup. Even as stores and offices reopen, that trend isn’t expected to change any time soon. So now, leaders need to consider how to address their audiences’ new expectations and mind-sets. Is it time to consider retooling your offerings? What practices will your organization continue — and which ones were adopted out of necessity and no longer serve your customers?
Consumers will soon lose patience with hotels that can’t keep their rooms clean, restaurants running short-staffed and businesses failing to respond quickly to a customer query — no matter how minor. Avoid excuses and get back to proactively setting expectations and meeting your customers’ needs and demands.
The last 12 to 15 months have affected us all — but not at all equally. Individuals, neighborhoods, cultures and even generations have experienced the impact of COVID-19 differently. Priorities, behaviors and attitudes have changed. Put yourself in their shoes, seek to understand their perspectives and listen to their stories. What they care about today will direct what your products, services, marketing, sales and operations will look like in the days, weeks and months ahead.
Consumers and businesses both took away some positives from Zoom meetings, virtual conferences and seminars, telemedicine and other online engagement. Audiences enjoyed timely access to content, products and services. Businesses appreciated the time and cost savings that came with the elimination of travel and elaborate events. In general, it’s working — so the strategy for brands should be to work on simplifying and personalizing the virtual experience moving forward.
Despite the chaos and uncertainty — or maybe because of it — you need everyone on board, on message and on the same page. Make sure the people in your organization know what’s going on. Share any new policies or procedures and align around consistently delivering on new promises. Expect the unexpected and prepare to adjust as offices reopen or people decide to keep working from home.
As we step into the other side of the new normal, we’re reminded that the only constant is change. That means it’s more important than ever to stay focused. Start with a solid strategy based on your business goals, a deep understanding of your audience and a clear sense of your brand’s positioning, messaging and voice. Beyond that, stay flexible and pivot as things continue to evolve. Most important, keep connected with your constituents — they’ll let you know what they want and need.