The COVID-19 pandemic has had an undeniable impact on the world as a whole, and the marketing industry is no exception. Inevitably, marketing strategies have had to shift to cater to the “new normal”. With much of the world under mandated lockdown, consumers are facing uncertain times, financial instability, and increasing their online presence.
Neha Singh, managing director of marketing and innovation at BAM Communications said, “During most crises, marketing teams are the first to go, but this crisis is different. Right now, internet usage is up by 50 to 70 percent. While your customers may not be buying, they are engaging. You’ll need marketers who can stretch your dollar and who aren’t afraid to experiment.”
With this in mind, Forbes has noted that creating powerful online connections should be a key focus of marketing strategies. If the global pandemic has taught us anything, it’s that the world can indeed function online, and while online interactions may not be as personable as face-to-face interactions, it is still possible to establish meaningful connections virtually. Embracing the sense of community and using your brand to speak to consumers’ concerns is important in conserving the trust of uncertain consumers.
WordStream insists that effective and efficient communication is the key to maintaining positive relationships with customers. Their Account Manager, Tyler Ward, says, “In all cases, advertisers should look to build trust with current and potential customers through proactive communication … businesses should consider their long-term relationship with customers and know that a refund or reschedule could be a relief point for those who may experience stress or hardship during these times.”
Learn more about the latest marketing trends and gain industry insights at The B2B Marketing Expo on April 6 & 7, 2022 at the Los Angeles Convention Center. Get your free tickets today!