It is no secret to anyone that the world changed radically in just 17 months. Although it is true that the pandemic has not yet gone and despite the fact that its containment seems to be clearer in various markets, the truth is after the passage of the coronavirus nothing can be the same. Marketing is far from out of this equation.
The behavior, needs, interests and habits of the consumer changed and although it is clear that not everything was the fault of the health emergency, the phenomenon did mean the acceleration of many processes and developments that had already been visible for some years.
More interesting is to recognize that after the pandemic, there will be many habits and conditions that will remain in the market forever.
A recent study signed by Ernst & Young has identified 4 types of consumers born in the midst of the pandemic will remain to be served by brands:
- Now and accumulate: This will be the group with the highest density that will be characterized by consumers concerned about the immediate and who in the future reads a pessimistic environment. They represent the 35 percent of consumers among whom the greatest concern will focus on the family and the effect that the crisis will have on their immediate environment.
- Deep cutout: These consumers, who represent 27.3 percent, are older consumers who have seen a “greater impact on their employment status”, thus suffering the suspension of their jobs.
- Stay calm, carry on: They represent 26.2 percent and are characterized by not feeling directly affected by the epidemic. Their consumption habits are being maintained and only 21 percent of this group is spending more money on food products.
- Hibernate and spend: This group is only occupied by 11.4 percent of consumers, who are represented by the youngest and who do not care about the emergency or what may come. This group is expected to maintain their consumption habits.
With this in mind, marketing is bound to change both in form and substance. We know that the digital component will play a vital role; however, simply embracing this trend will not guarantee success.
At this point, four trends dictated by Nicolas Wandschneider in an article for W&V, which must be attended to to close this 2021 that is about to enter its last quarter in a field that although with greater clarity, still looks uncertain and unstable:
Content, but of value
For a long time, “quality content” was said to be king. Right now this premise will continue to be the norm with a small variant: We will have to talk about valuable content.
To connect with the consumer in a highly competitive market, brands need to cover themselves in search of gaining relevance, where valuable content is not only that which is developed under the best quality standards. In reality, valuable content is that which informs and entertains, which reaches the right audience at the right time through the ideal channel. The production of the content must involve the entire organization as a whole. Therefore, content marketing strategies should stop being viewed as actions for the moment and be thought of as long-term strategies.
Synergy between communication and sales
Historically there has been a significant gap between the communication, marketing and sales teams. This should end more at a time when every effort and investment requires delivering tangible business results.
This goes beyond just working hand in hand to close a conversion. It will be necessary to take this collaboration to a deeper level and in all the processes that are required.
automated marketing
According to the specialist, in the midst of this new stage of digitization, the internal processes carried out by the marketing department should be automated as much as possible.
While it is true that this situation will allow to improve lead generation and its quality, in reality it must be an aspect that is traveled with a lot of strategy and intelligence. Common sense can never be overcome by an automated system.
Employees, the key
The adoption of new technologies and resources especially associated with the digital age is a necessary issue to face what is to come, the truth is that it is not everything.
Without employees who, in addition to knowing the company in depth, have the knowledge to use these new tools, any investment will be practically lost.
Companies need to adequately prepare their employees for the challenges that marketing poses in the medium term. Contractions will be a primary issue to fill positions in new demand, but also the training of the existing team will be crucial to combine experience with knowledge capable of meeting the new demands.
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