The coronavirus crisis has set in motion a number of trends that are changing the business landscape and affecting marketing for better or worse.
In-store sales channels are limited as consumers shift to ecommerce and delivery to get the things they need. On the agency side, we’ve felt the bite too as many clients review their retainers downward.
While these changes created new challenges, coronavirus also provides a steep but long overdue learning curve towards digital transformation. As a brand manager, here are some ideas to help you stay ahead of that curve in your brand marketing.
It’s become anodyne, but content, sadly is still king in a COVID-19 world.
Brands that tell emotive stories through fresh content formats are the ones that will command attention now. A spectacular example of brands using this strategy is Hanifa; a Congolese fashion brand that used 3D animated models to produce a virtual runway show to outdoor their new collection; the pink label. The virtual out-dooring became viral and subsequently led to a significant brand lift.
For better or worse; the various social media platforms are aware of the drastic effects of Covid-19 and are actively rolling out new features to support your growth — an example is the support small businesses sticker that Facebook rolled out in April which helped customers spotlight their favourite local businesses.
By jumping on new features early, you are able to leverage the social media platform in-house roll out strategy. Social media companies have been known to prioritize content that used their new features over those published with old regular ones.
LinkedIn algorithmically increased engagement on video and LinkedIn Live content when it launched the feature back in 2017. Reels has prime real estate on Instagram at the moment because Facebook is driving its adoption hard. You can never go wrong by jumping on this new feature early.
Work with your agency or your internal team to have a responsive content strategy.
Led by TikTok; user-generated content was the most prominent type of content while several countries were on lockdown. Pepsi had a good run in India with their “#swagstep” campaign. In Ghana we are currently curating user generated content from our followers with the #SmileChallenge for one of our brands and engagement has been off the charts.
This strategy is eternally excellent since it strengthens brand-consumer relationships and generates content which can be used on all social media platforms.
There you have it, some upgrades that will help keep you relevant on digital in a COVID-19 world. Which of these strategies will you be adding to your marketing roster?