Updated: Jun 22
Consumers are not only keen to be engaged and take on creative challenges set by brands, but also to get more in return. Before they give their loyalty, they want to know that the brands care.
Covid19 really hit home. And since its onslaught, it became the most compelling change catalyst in a lot of businesses, especially advertising and social media. Marketers have had to regroup and strategize overnight, marketing calendars got thrown into chaos and everyone had to change and re-plan.
We saw a growth in social media usage, with people spending more time at home because of the Coronavirus Lockdown. And brands jumped at the opportunity to explore online to bring their businesses to the consumers fingertips. Then trends that no one in the history of marketing could have predicted took root as consumers began interacting and meshing with brand content. Say, many of these businesses are yet to get the hang of how online and social marketing really works.
Revise the brand purpose, associate the brand purpose with their customers’ values in ways that are sustainable and authentic, and do that fast.
Consumers are not only keen to be engaged and take on creative challenges set by brands, but also to get more in return. Before they give their loyalty, they want to know that the brands care. And knowing this, brands now could dominate the online space. All they must do is revise the brand purpose, associate the brand purpose with their customers’ values in ways that are sustainable and authentic, and do that fast. Other things they could do to dominate the social space include:
Have appropriate Content
Away from the traditional etiquette moving to the virtual world. Consumers are also more aware than ever of the various injustices embedded within our society. As a result, consumers are looking for support from brands through these troublesome times. Therefore, they offer to engage with brands that are straightforward, authentic, and responsible. Brand accountability comes under surveillance at this point and brands are expected to think fast to avoid retaliation. Smart businesses will do well to embody themselves in a process that affirms what they stand for and what matters most to them.
Take part in Social and Community Conversations
During the Coronavirus Pandemic, we saw how first responders and healthcare workers were disengaging from their families either due to quarantine protocols or because they were too busy trying to save lives. This stirred an endless stream of conversations online and a lot of restaurants in UAE, got involved in the discussion and promoted their purposes by delivering free food to these heroes. This goes to show that we are living in a world of socially responsible people who judge a brand based on its impact on society. By making sure that marketing campaigns on social media are focused on matters of equality, diversity, tolerance &inclusion, human rights, environment and so forth. Brands will probably resonate with people and create an emotional connection with them.
Make videos… Go Live!!!
We all know how popular Tiktok, and Instagram Reels are now. Not forgetting Facebook, WhatsApp, and Instagram stories, or even YouTube videos. Videos serve as a functional channel to grow business and increase sales now that the consumer craves more personalized interactions with brands. Businesses can use video marketing to for product demos, endorsements, interviews, introductions etc. And all can be done using personalized screen recording for Lo-Fi homemade videos with more organic feel. You can also incorporate user-generated content, patterns, and ideas and recreating them, like it’s done on Tiktok.
Walk them back the memory lane
Like I said earlier, resonating with consumers and connecting with them on an emotional level will make you successful. As the years go by, we all grow a positive yearning for our finest days. And in craving to feel something, we want to relive those moments. This inspired what is now known as Nostalgia Marketing. Do you remember “PokeMan Go” that was the perfect blend of sentimentality and modernity. Fond memories bring joy and when we feel something, we are obliged to act. Smart businesses can capitalize on this marketing movement and help people walk down the memory lane. They will compensate you with greater customer loyalty. The key is to blend it up a little, create an emotional capture using a nostalgic idea and introduce your wonderful new offering.
Respect Data Privacy
If you remember the Facebook-Cambridge Analytica data scandal. You understand what I am on about. And smart businesses will ensure that they gather data responsibly by asking for permission from buyer (you know cookies). They can also avoid any solutions that are not compatible with people’s expectations for privacy. (Crawling for emails, purchasing of unverified databases) instead, they should place ads with publishers who have set up a consent-driven, first-party relationship with their shoppers. And if your audience signals are restricted because of cookie limitations, use the situation of the ad to tailor your message instead.
Now that I have demonstrated to you that the consumer is King. Take advantage of this information and build long-term relationships with your consumers. You have an awesome opportunity to engage actively with the community, suggest your values and gain loyalty.