It’s a marketer’s job to meet consumers where they are. In today’s world, however, that’s easier said than done. As we gradually move from pandemic-induced restrictions and organisations reopening, there’s a sense that we might be on the verge of returning to “normal”. That is unlikely. During the months of lockdown and self-isolation, we have been, in fact, writing a new future.
Never has our generation experienced disruption of life and technology this way. Covid-19 made us acutely aware of the difference between things we need to survive and those we didn’t. The pandemic also brought unique opportunities and new perspectives. Marketers will need to change how they work going forward to meet their customer’s changing priorities.
To stay relevant, companies need to be agile, keeping up with customers’ needs in the moment. Organisations are moving from a focus on efficiency to one of effectiveness, relying on cross-functional teams that can help speed up reactions to marketplace changes.
Brands that know why they exist and who they serve will flourish. It’s a marketer’s job to link their purpose to profit by effectively communicating this information. If an organisation doesn’t control its own message, the public will.
For example, restaurants donating meals to healthcare workers, and banks deferring loan payments. Customers are watching!
It’s one thing to have a defined purpose, it’s another to get an entire organisation behind it. Brands that act in conflicting manners can lose the trust of customers, especially in times of uncertainty.
Given the unprecedented nature of the pandemic and the profound changes it is causing, marketers will need to think hard – and differently about what the consumer in the next normal will think, feel, say, and do.