COVID-19 changed the way the people interact. Online shopping and virtual events evolved while drive-ins and drive-up orders became the new normal. Now that quarantine is over, the world is a combination of the virtual improvements of the pandemic and the in-person social gatherings everyone missed. But what does all of this change mean for marketers?
Advancements That Are Here To Stay
People quickly adapted to video calls, virtual events, and online ordering. These innovations are here to stay. At a time when people had to stay home, companies created new and improved ways to do things. These advancements will continue to integrate with pre-pandemic options in order to create a more connected, accessible future.
Zoom, Cisco Webex, Skype, Windows Teams, and many more video call options became daily forms of communication. Although business use was a key contributor, personal use also became widely popular. It gave people a way to connect with friends and family across the country or even the world.
Pre-pandemic, people would travel frequently to attend conferences, parties, and countless other events. During the height of the pandemic, all of this travel came to a hault when events turned virtual. Going forward, the attention to virtual events will no longer eliminate in-person events. However, it has allowed many trainings, conferences, and social gatherings to offer a virtual option, which gives people, who do not want to or are not able to travel, an opportunity to attend events they would have missed in the past.
Apps like DoorDash, Uber Eats, and GrubHub have been around for a long time. They allow people to order food from a variety of different restaurants that may not offer their own delivery service. Now, this system has been adapted to allow people to order from retail and grocery stores for pickup or delivery. One of the most commonly recognized examples is Target for its drive-up and same-day delivery offerings.
What Is Important To Consumers?
Convenience is key. The ability to communicate with friends, attend a conference, or enjoy your favorite restaurant from the comfort of your own home is not only desired, but expected. Creating accessible options for consumers and marketing them as convenient, time saving, low effort alternatives will be profitable for companies.
Here are some ways companies have made convenience a priority:
- In App or Online Ordering – This is a powerful tool for people who are on the go or do not want to spend time waiting. Stores and restaurants can have your order ready for you when you arrive saving customers time and relieving stress.
- Subscriptions – There are all kinds of subscriptions designed to make customer’s lives easier. Razor blades, toilet paper, cleaning supplies, and more can be delivered on a predetermined schedule to keep people from running out of the essentials.
- Chatbot Support – Many websites and apps now include a chat option for support. This can be set up to provide more information about products and services, connect people with the correct department, and provide basic support options.
- Self-Checkout – This has been around for a very long time but is a great example of convenience. Self-checkout allows people who are only shopping for a few things to avoid long lines and cut down on shopping time.
The pandemic gave people a new point of view and caused them to value community, a sense of purpose, and social causes. In the past, many companies have chosen to stay silent about these causes. Now, consumers want to see brands that value these as much as they do.
Here are some ways companies have committed to what their consumers value:
- Eco-Friendly Alternatives – Reusable and recyclable products or packaging are important to people who support a green initiative.
- “Natural” Ingredients – While the discussion about what is truly considered natural is still ongoing, consumers have shown that they care about what is in their products. Companies should try to use clean, well-researched ingredients and be transparent about their sourcing.
- Do Not Test On Animals – Animal testing has been commonly used among cosmetic and personal care companies in the past. However, there are many brands that produce high-quality, effective products without the use of animal testing.
The Path To Success
In order to be successful in this new atmosphere, marketers should embrace change. There are more ways to reach a target audience than ever before. The rise of streaming platforms, social media, and other technologies, continue to provide opportunities to develop a brand, promote new products, and nurture loyal customers.
Companies can also connect with their customers on a meaningful level by supporting their communities, values, and social causes. In recent years, many companies have integrated their values into their marketing plans and received praise and support from customers.
Here are a few ways companies can set themselves up for success post-pandemic:
- Explore New Options – Throughout the last year advertising platforms and technology has changed a lot. While this can be intimidating, it also presents new opportunities for companies to engage with their customers.
- Learn From Others – Being successful in marketing campaigns does not mean you need to create something completely new. Learn from what competitors and other industry leaders have done that consumers have responded to positively.
- Support Customer Values – Post-pandemic, people have been reminded about what matters most to them. This presents companies with an opportunity to support their customers and encourage brand loyalty.
The pandemic caused changes and improvements in many industries. This has given marketers the opportunity to connect with consumers in more ways than ever before. Do you need help connecting with customers through digital marketing? Send us an email with any questions at email@example.com
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