In response to economic changes brought about by COVID-19, a lot of brands have gone into survival mode. Some are hibernating while others are pivoting at an unprecedented pace. For businesses who have been laying low, a relaunch strategy will help them to make noise and capture the attention of their audience when they need it most.
Relaunch your brand with an airtight post-COVID strategy
A proactive relaunch strategy can help businesses accelerate and take off when the time is right. And when the economy kicks into high-gear, brands that devise a proper post-COVID strategy won't have to wait around to make the most out of the opportunity.
Consumer behavior has transformed for good. They have moved onto digital platforms that offer them the outside experience inside their homes while spending time than ever researching before purchasing. For businesses, this shift in perspective will mean that the strategy they had pre-pandemic probably won’t be relevant to what their audience now values and expects. Now is the time to accordingly re-strategize for the months ahead.
To create a successful relaunch strategy, businesses will have to rely on both creativity and insight. Data and research are good to have, but when they take the time to translate them into insight, that’s when they can make informed decisions.
The shift in consumer behavior & the move to digital
The COVID-19 outbreak has slowed the pace and changed daily life for many consumers, and this is having a profound impact on the way they view personal hygiene, health and how they engage with their communities, friends and families. People are embracing technology more than ever to support all aspects and consequences of social distancing.
Brands can adapt to these changes by taking action to respond, reset, and renew to be positioned even stronger for the future. To effectively adapt to consumer changes, brands must reprioritize their investment plans while scanning the market for new opportunities. Reshaping their marketing plan around new demand and brand purpose will help brands establish a foothold in the market during Unlock 3.0.
COVID-19 is a health and economic crisis that has had a sustainable impact on consumer attitudes, behaviors, and purchasing habits. Although underlying consumer needs remain the same, technology is rapidly changing the way it happens. As more and more people spend time online, brands must increase their focus on digital tools to engage with consumers, enhance buyer experience, and exude thoughtful communication.
The new normal in consumer purchase patterns
Due to the pandemic, consumer priorities have become centered on the most basic needs, sending demand for hygiene, cleaning and staples products soaring, while non-essential categories have slumped. The factors that influence brand decisions are also changing as the ‘buy local’ trend accelerates. Digital commerce has experienced a boost as consumers migrate online for shopping – a rise that is likely to continue post-outbreak.
The outbreak has pushed consumers out of their normal routines. Consumers are adopting new habits and behaviors that many anticipate will continue in the long term. With an ever-increasing focus on health, brands must make it a priority to support healthy lifestyles for consumers. As consumers become more mindful of what they purchase, brands will need to keep a check on the rise in conscious consumption and make it a key part of their strategy.
Consumer's growing love for local is also something brands will have to pay heed to. Brands will need to explore ways to connect locally – be it through customizing for local needs or engaging in locally relevant ways.
Level up your brand’s digital stronghold
As the world deals with the impact of the coronavirus outbreak, it is time for brands to connect with their customers on social media by showing empathy and being sensitive. This is a great opportunity for brands to stand out with genuine messaging.
The pandemic has demonstrated the critical importance of digital technologies. While many brands consider digital capabilities as a core driver of competitiveness, this is still a relatively new concept for some. Increased digital connectivity should be a collective effort for brands to maintain business continuity and keep communications lines open with their customers.
The COVID-19 outbreak has provided a new start for digital development. Using the cloud, big data and AI applications create room for brands to develop and build newer strategies that help consumers in the long run.
The need to deliver clear & concise communication
The COVID-19 crisis presented brands with infinitely complicated changes and fewer easy answers. They faced tough trade-offs, and with them, tough decisions about communicating complex issues to their audiences. In this crisis, brands can draw on a wealth of research, digital tools, and experience to enhance their communication with their audiences and even turn a crisis into a catalyst for positive change.
People’s needs evolve during a crisis. So should a good brand’s messaging. Various forms of information can help their consumers to stay safe, cope mentally, ultimately connecting to a deeper sense of purpose and stability. Trust is never more important than in a crisis. Focusing on keeping its customers safe and healthy is one of the best things a brand can do in times like these. Accentuating the positive and focusing on strengthening communal bonds to restore confidence will help brands retain their customer base long after the pandemic has ended.
The importance of a social media strategy tailor-made for COVID-19
Social media has become an indispensable component in our daily lives. This period presents a rare and unique opportunity to use social media marketing at its best; to connect and bond with customers in meaningful ways. Customers are looking to engage with brands that do more than just sell. Brands trying to leverage COVID-19 for brand building purposes in social media can be off-putting. Instead, brands should focus on crafting communication strategies that help them connect with their customers. This will help them resonate well with their customers and allow them to come out of the crisis much better positioned.
Brands that are engaging with their customers at present will remain at the top of their minds. They will be remembered when the markets turn around. Brands need to be consistent in their social media marketing strategy as consumers adjust to the new normal.
Brands need to be proactive if they want to improve their current share. As consumers look for comfort and reassurance, the failure to deliver will result in brands losing themselves in the crisis. Brands should strive to deliver on time, offers a note of thanks, smart tips on working remotely, or an uplifting quote. This will go a long way in securing and maintaining their customer base long after the crisis ends.
This being the first time the world has experienced a pandemic of this scale, the role of social media marketing will continue unfolding. In hindsight, future businesses will learn how they too can respond to such an unprecedented global health pandemic. While COVID-19 presents a defining moment for businesses to market their services, it’s essential to use responsible social media marketing practices.
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