It has been challenging to create and maintain deeper connections with other people at this time of global pandemic. Everyday is full of uncertainty and everyone is spending more time with their gadgets. Though some of us are stuck indoors with our families, socializing with other people outside our homes seem really important for our wellbeing. Going online has been the new norm for social distancing.
For professionals working in the field of marketing, this is a struggle. Like everyone else, they need to adjust to the new normal. Companies and organisations that continue with their business-as-usual operations are up on their feet to find new ways to make their strategies work in the middle of the global pandemic. Here are some of the ways they try to be more human for their customers.
1. Adjusting to new expectations and experiences
With governments locking down, quarantine measures and health precautions being followed, day-to-day experiences of people and their expectations have changed dramatically. One example of this is the effect of staying at home and closure of shops. Previous strategies of advertising will no longer be effective. To better adjust to the current situation, marketers should change their strategy to match the expectations of the people based on their experiences during the pandemic. In this way, marketers can get in touch with the people and stay relevant.
2. Listening and observing
Observing the changes in the environment is one way to familiarise with the current situation. During this time when people spend most of the time online, social media plays a great role. By browsing through the different platforms, you can already see and listen to the needs of the customers. You get to understand their circumstances and feelings, and have an idea on how to rework your strategies to stay relevant to them.
3. Showing genuine compassion
During this time that we are facing a global health crisis, it is important to show genuine compassion without pushing too much for your products or services. It is much better to aim for relevance instead of sales or conversion. There are some companies and businesses whose plans were already laid for the early months of the year and failed to retract them. They ended up looking like they did not care about the situation at all. In times like these, marketing efforts should focus more on showing compassion. This means letting customers and other people know that you are promoting the importance of our humanity amidst crisis.
4. Rewarding loyalty
With everything going on, it is hard to reach out to your customers on a personal level. Even if we are in the middle of a pandemic, we still have to be able to provide the best customer experience and maintain good relationships with them. This is important because we want to remain in their minds until all goes back to normal. By then, customer relationships should be as strong or even stronger than before. One thing you could do is to reward their loyalty in an innovative way. You can listen to their needs and provide them with help. This act of kindness can go a long way more than simply a reward. It is a way of reaching out to them.
5. Preparing for the post-COVID-19 world
As we enter the latter part of the year and embrace the new normal, marketers should already be able to fully adjust and learn from the situation. The world no longer revolves around how companies and businesses survive. It is about how important humanity is above all else. This can be achieved by collaborating with and caring for people, the customers. Make sure that from this day forward, all marketing efforts will be aimed towards establishing human connections and keeping the relationships strong through your products and services.
The global pandemic has pushed the world to embrace a fully digital lifestyle. To keep up with this advancement, associations and businesses should be able to fuse together a healthy mix of digital experience with a human touch. To make it possible, marketers should totally overhaul their strategy and execution in terms of adapting to the current situation. Strategies from last year and pushing for hard selling will not be that effective today.