Postcovid marketing: this is how it should be
E-commerce, history, emotions and audiovisual formats are some of the trends entering this post-COVID-19 reality.
The coronavirus has limited our freedom. We had to survive a confinement that limited our mobility and fascinated us with our loved ones. Although the hugs we were used to at the time are not reciprocated, we have adapted to a new form of behavior of which electronic commerce has been the great beneficiary .
With new measures, hygiene, concern and perception of brand liability is greater than before the health crisis. To all this, must be added the sensitivity to the current situation on the part of companies, which must be attentive to all the news to mitigate the impact that a new virus outbreak and great concern.
Sectors such as the automotive industry or tourism are the ones that are noticing the consequences of this crisis the most. The flexibility to acquire products or services and discount campaigns in these sectors are the protagonists of their offer and their communication. A situation based on changes in consumer habits and demands . Brands have found a greater need to adapt their communication and relationship with customers to the new paradigm.
Faced with this situation, The Valley has exposed the 6 trends that mark post-commercialization strategies for COVID-19 . Because in a paradigm of change and evolution, the marketing strategy must follow the same line if it is not to be left behind:
– Successful e-commerce as a key to sales : digital platforms now act as a showcase for products. The consumer has understood the convenience of buying online, which is why it is necessary to have a simple website adapted to the needs of our potential customer. SMEs that were not yet in the digital world had to adapt quickly and working, discovering the need to create a solid strategy for selling on the internet.
– Storyscaping as a way to generate emotions : The known narrative must go further. It is no longer worthwhile to just tell stories, but we need to connect with the consumer on an emotional level. This new technique is based on the creation of a story that sees the people closest to the brand as protagonists and allows users to live different and innovative experiences.
– Sensitive and emotional messages on the new normal : The The situation we are experiencing is complicated, but we cannot ignore the great contributions that the pandemic has brought with it. Among these there is the feeling of solidarity that characterized the campaigns in the hardest moments of confinement. All brands agreed on their message, showing the viewer that the situation would end with joint support, as well as demonstrating that a brand not only seeks to sell, but to accompany its customers in their daily routine, especially in difficult times. like what we have. lived.
– Audiovisual format on the rise : In this captivity, social networks have been our great allies. Everyone shared podcasts, videos, and even gifs to cheer us up a little in the alert state. But with the new normal they have not disappeared, but have caused a greater consumption, thus causing greater use of smartphones. A format that is presented as an opportunity for companies, especially to reach a younger audience.
– Chatbot as a complement to customer service : This new tool is a great opportunity to facilitate user experience communication. With a saturated call center in jail time, this tool has been the savior of many companies due to the ease of answering their customers’ questions quickly.
– Online meeting points to generate engagement : Although before we focused 100% on mass events to interact with our potential customers, virtual events and online meetings have been a valid alternative that has a similar effect. At times it has even been perceived as a closer contact between company and customer thanks to the possibilities offered by technology to create experiences that awaken sensations and emotions. The belief is that this trend continues to grow due to lower costs and logistical processes that you might not even think of in a physical event.