In early 2020, the COVID-19 pandemic forced companies into unchartered territories as they altered their business models to function and thrive remotely. The pandemic provided a stellar opportunity for marketing teams to develop insights on changes in business and communications processes in recent months. Throughout the world, there are notable trends in the ways chief marketing officers, as well as other marketing leaders, and their teams have responded to the pandemic. These trends can aid and alter the future of marketing.
Marketing is no longer an asset, it is a lifeline. Marketing teams worldwide have seen an increase in tasks since the start of the virus. Since marketing teams are often at the core of capturing customer interest, communication between them, the customer, and the larger corporation have only increased. Large companies are ramping up the number of people they have listening to clients and finding information.
Less is more. Marketing teams are compressing content. In such a fast-paced world, hyper focused 30-minute sessions engage consumers more than hour-long digital, general sessions.
The efforts were speedy. Companies had to analyze what consumers needed, particularly throughout the early stages of the pandemic, and marketing teams were the ones to make it happen. Marketing teams, supported by analytics, acted quickly, creating vast amounts of content based on real-time tools and data that resonates with consumers during a unique time of great need.
Emotions are important. Business is not only about business anymore. The pandemic has taken a toll on everyone’s work-life balance and mental health, from the top marketing officers to seasonal interns. People in even the largest of corporations are expressing genuine care in others’ feelings to create a more impactful message.
The gravity of marketing has expanded in the public eye. Marketing leaders who usually work behind the scenes at large corporations have felt a growing importance and purpose during the pandemic. Companies have never relied on meaningful content as much as they do now, and chief marketing officers worldwide note the sense of purpose they feel reaching customers directly during this crisis. Creating and connecting this emotional attachment between businesses and consumers is the new brand building.
The future looks bright. For marketers, the increased consumer intake of digital content will only help the industry in the long run. Though consumers will still desire and value live, personal connections, the pandemic has allowed for innovative digital technologies to thrive. Therefore, most public events and brands will offer remote options. The possibilities for the marketing industry in the future are certainly evolving and seem endless.
Brands may need a social justice plan of communications. While not directly attached to the pandemic, the recent social justice protests that broke out amid the pandemic have also forced companies to re-write their marketing playbook. Brands often need to carefully evaluate their corporate and product ecosystem to ensure they are not aligned with historical references that would indicate an imbalance in the way people of different backgrounds are treated or made to feel.
Though COVID-19 forced unprecedented times, it also illuminated the hard work and necessary growth of the marketing industry. The pandemic showed the importance of large corporations connecting with consumers in the best way possible, which heavily relies on marketing teams. The consumer and marketing experience is unique for every global region, and the changing business landscape, driven by marketing, will guide brands through the pandemic so that they continue to connect in the right way with target audiences.
Are you trying to determine how to evolve your marketing strategies? Connect with a Merit Mile strategic marketing practitioner today to find out how.