I don’t think I need to go in to too much detail at this stage about the impact and effects Coronavirus is having all around the world. With no cure in sight and social distancing being the only way to limit the spread of the virus all brands and agencies are now faced with a great deal of uncertainty. The big question is how will marketing strategies evolve in these uncertain times and going forward? 

We are currently facing one of the biggest challenges of our generation and its impact will last for years to come. Social distancing and remote work are two current solutions in place to curb the virus. These two things have massively impacted consumer buying patterns. We are now seeing: 

• More people opting for home cooked meals 

• Contactless delivery is an expectation 

• Travel restrictions impacting travel/tourism/hospitality 

• Avoiding luxury shopping to protect finances 

• Increased shopping online and through mobile devices 

While these are the initial trends we are seeing we have to consider the psychological impact on people. Consumer trust is not going to just rush back, it will take time and patience from marketers to adapt and understand people’s feelings. On the flip side as well though there are huge opportunities. People are going to be craving experiences come September/October so brands need to be ready to meet those consumer needs so they are ahead of them when the recovery period begins.

Given what we know right now, it’s impossible to give any definite answer as to what the solution is for brands and marketers but the below gives you an indication of what can be done to adjust the sails of your marketing strategy: 

1.      Anticipate Consumer Needs

Social distancing can lead to stress, boredom, anxiety, and a sense of loneliness. This makes it crucial to identify individual consumer needs and address them before it becomes a problem area. For example, with schools and offices closed, it becomes difficult for parents to work from home and engage their kids. So Audible, an audiobook service by Amazon, is now offering free streaming of stories to entertain, teach, and engage children while schools remain shut.

2.      Leverage Technology

Get your e-commerce in order and use the technology available to you to serve as the backbone to deliver new innovative ways of working and ideas quickly and efficiently. 

3.      Be Present in the Digital World

As people stay at home, time spent on their mobile devices, and online platforms is already on the rise. They are spending more time on OTT streaming platforms for entertainment, social media for connecting with the outside world, e-commerce portals for shopping, and so on. Although COVID-19 has disrupted marketing and advertising initiatives, keep your plans fluid and tweak your ad-spends to reach customers where they are.

4.      Focus on Experience More Than Ever

Impactful consumer experiences is what will deliver cut through for your brand during this difficult time. Your strategy needs to be creative, insightful and empathetic (easy right).

5.      Be a Purpose-Led Brand

We always knew that the younger generations wanted brands to stand for something. No more than ever that is true and it is across all consumers now. How you act during this situation and beyond will be the difference in building long lasting relationships or not.

No one can predict what’s next in this global pandemic and when it will end. But to survive and prosper again we need to understand and anticipate consumer needs while at the same time being agile in our strategies so we can adapt and overcome.

Stay Safe.

- PD