The deadly Coronavirus (Covid-19), which was first identified in Wuhan, China, in December 2019, has taken the entire world into its grip, engulfing hundreds of thousands of lives. The recent outbreak of this highly-contagious virus has led to draconian safety measures by the governments across the globe. Consequently, businesses, along with others, have been adversely impacted, giving hard times to business owners and marketers alike to re-strategize their marketing plans for the post-Corona world that would bring their businesses back on track.
Just before a couple of months, could any of us have ever imagined that the entire world would come to a complete lockdown?
I don’t think there would have any. Unquestionably, no one would have ever thought that the normal life would change to such an extent when we’d be practicing social distancing—a new normal for subsiding the spread of the novel Coronavirus.
Well, this is the world we’re currently living in. But we’re sure that like any other crisis, this too will pass someday — sooner or later. While the scientists, doctors will come up with the solution to this unprecedented healthcare challenge, the veteran marketers should begin brainstorming to solve this marketing challenge.
Brian Solis, who is Global Innovation Evangelist at Salesforce and a keynote speaker, in his recent book “Lifescale,” says, “We’re not going to business as usual. We need a new perspective to see problems and opportunities in a new light.”
“We need to get back to basics. We really need to put people at the center of our business”, the book reads.
The questions about the future of the market loom large in the minds of marketers all over the world. But, here is a list of thoughts that would help you peep into the future—how the post-Covid world will actually be from the marketer’s point of view.
Here Is How Are Marketers Preparing For Post-Corona World
01. The Business Will Resume, Buying Will Re-commerce
Inevitably, the coronavirus outbreak will end eventually, and consequently, life will get back to the track, but with drastic changes.
Both, business owners and marketers, will start thinking about which products / services to roll out first, how to spread the words in the altered market. CPOs will be brainstorming to decide which products are most likely to hit the market.
What marketing tone will emotionally connect consumers with my products? Where should I promote my brand — print media, electronic media, or social media only? How much should I spend on marketing?
The thoughts are endless, but they must not be overlooked. Marketers and communicators should rely on research reports, insights, and optimization to spice up a powerful post-corona pandemic marketing strategy.
02. Businesses Will Start Breathing But In A New Environment
Businesses will resume but not in the environment we were before the pandemic. Several changes will become new normal – depending on the niche market and geographical locations.
SARS (Severe Acute Respiratory Syndrome) virus that broke out in 2003 and changed the lives of people in the affected areas – wearing masks all the time even after the virus ended.
Likewise, will we see a similar change after the coronavirus? Will huge social gatherings, marriage parties, etc. be banned forever – even after the defeat of Covid-19? After reviewing the experts’ opinions and seeing the severity of the disease, it seems that we’ll be going to experience all these changes.
Also, WFH (Work From Home) policy will be adopted by most companies, and it will become a new normal; and as a result, commercial places will lose their charm. Offices will be re-designed, more like a cafe for meeting purposes to be held once or twice a week.
But, what will affect you as a marketer? And how would you prepare yourself to accommodate the new market? To arrive at this juncture, you’ll have to take into account the fundamental changes that would happen.
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03. Customers’ Behavior Will Radically Change
Based on the trend across different social media channels, we can say that the pandemic may permanently change the customers’ attitude.
So, this is the time to learn what they think about your brand, how their buying interests have changed, along with other insights that would help you strategize your post-corona marketing plan. As a marketer, you may even need to reconsider your entire product line.
04. Consumers Will Realize They Can Survive In Less
In the initial days of lockdown, it was terrifying to live without access to the consumerist world – gyms, saloons, clubs, malls, cinemas, etc. But they survived well.
Now they realize that surviving in this much resource is not that tough. Luxury items aren’t at the top of consumers’ minds now, and consequently, these items might not sell as per the marketer’s and manufacturer’s expectations.
So if you’re a manufacturer of a cosmetic brand, you need to create more empathetic communication. And if you’re into high-end accessories or watches, you’ll have to rethink whether your business is still viable.
05. Consider Different Scenarios
Brainstorm with the best minds in your team. Discuss with them the different possible scenarios that might come in the future. How is the market going to alter, and how will you cope?
What if scenario A happens? What if scenario B happens? — come out with robust solutions.
You’ll also need to discuss the distribution channels – fulfiled-by-Amazon or FBA? Or should you build one of your own?
Neither of the scenarios may appear. But since you’ve studied things from different perspectives, you’ll be in a better position to cope with whatever situation it may come.
06. Shift Focus On Sustainable Products
This unprecedented pandemic breakout has changed the people’s consciousness, at least for some time. You can expect the world swinging away from conspicuous consumption to more enduring use, which necessitates you to change your production mechanism.
Tell your production story to your consumers in a compelling way. Tell them how your products are environment-friendly and sustainable — you can re-jig your products.
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07. It’s Not About The Sector, But The Consumer’s Perceived Needs
There are several reports out there that give a positive sign for the healthcare sector, media sector, etc. while speculating the worst time for industries like hotels and travels. But it’s not like that — it will entirely about the consumer’s perceived needs.
Let’s say, for example, that you’re into the healthcare industry with specialization in liver health — it’s not a good time for you. But if your brand is about respiratory issues, you’ll see a significant rise in demand.
Similarly, if you’re into travel business and arrange air tickets, hotel booking for your clients — it’s going to be a hard time for you. But for people in the tour business may not face that challenge as they can offer virtual guided tours to people over tools like Teams and Zoom.
08. Pay Heed To Corporate Social Responsibility
Focus on your Corporate Social Responsibility (CSR), similarly as you focus on your brand promotion. CSR can’t be a forgettable component of the PR and Communication department anymore where companies spend a meager amount just for some photo-ops.
Your objectives should be to actually help the intended people, not only for your company’s annual report.
But in this too, think differently. Do in a way that emotionally connects to your audience.
What exactly would be the post-corona world, we can’t say at this moment. But we’re sure that it’s going to be quite different. Therefore, you, as a marketer, should structure your marketing strategy differently — as per the assumptions we’ve discussed above. Today, you should invest in research, insights, and optimization for arriving at the best marketing plan.