During the first few weeks of this epidemic, everything was out of sync. People were forced to work from home or getting fired, the stock market was crashing, stores shut, groceries ran out; it seemed like the end of the world.
And yet, even as industries like retail and hospitality suffered, the lockdown spurred the growth of digital marketing. Indeed, many businesses have been forced to rethink their archaic marketing strategies. And all of those changes will reflect on a post-COVID-19 future.
Cost savings from creative and content production
Most brands still rely on outdated content and creative production models originally built for TV and print advertising, where each piece of content and creative was manually created, edited, distributed and paid for. However, we’re now in an age where a lot of this can be offloaded to automated services and tools, like translating content into multiple languages, saving millions in production costs.
Direct consumer marketing is imperative
Thanks to Covid-19, the retail model of product distribution has been decimated, hitting hardest those brands that relied on it the most. Now, it’s up to brands to begin establishing a direct relationship with their customers, without relying on brick-and-mortar stores to be middlemen.
This is especially true given that a lot of consumers will have been compelled during this crisis to switch from in-person buying to online purchases. And that habit formed of necessity might continue on due to how convenient it is.
Agile marketing is crucial
The onset of COVID-19 showed just how long it took many brands to change their outdated messaging for something more in-tune with the current day situation. But those that were quick on their feet in response, customizing their outreach to the situation around them, were remembered for it. It catches attention and improves the quality of your messaging, but also saves money wasted on old content that has no more relatability.
One thing is clear: marketers in the post-COVID-19 era will have to rethink what technologies they really need, which ones can help them save money, and which ones can help them transform their businesses that have been altered by this crisis.
To read the full story, visit MarTechSeries