As we emerge out of the pandemic, businesses are still trying to find their feet. There are few, if any, that haven’t been affected by multiple global lockdowns. From revenue and redundancy to virtual meetings and entire work structures, the pandemic has provided varying challenges for the marketing industry.
Remote operations have undoubtedly been problematic for some, however, the agility of this way of working has opened up a wealth of opportunities. This is all thanks to technology. When we consider the new future of marketing, technology is the centrepiece, with everything revolving around it.
We are now at a pivotal moment where, if marketing leaders do not continue to effectively adapt to these changes, they may just be left behind.
Working from home has shifted consumer patterns
Speaking in terms of the average 9-5 working day, working from home has resulted in a change of consumer and business patterns. Before the pandemic, with commute times around these hours, marketers had a reliable pattern focused on where their audiences would be.
The prevalence of remote and home working means that the commute, on these days at least, isn’t there. The commute for public transport users was the time spent scrolling through phones – where advertising opportunities were key. For drivers, online time was most likely slightly later; that gap between getting home and dinner.
Whilst this change is something marketers need to be aware of, it’s by no means a negative thing. Spending the day at home also means consumers are, typically, going to be procrastinating through social media and hopping through emails – personal and work – a bit more than they would in the office.
More online than ever
As the above alludes to, the pandemic has resulted in an even more digitally oriented world. During the lockdown, internet usage surged to record levels. There’s no denying that there’s a residual effect of those behaviours still lingering. We created habits, ways of working, ways of living, that online could easily accommodate, and consumers don’t want to change that.
Through fragmented periods of isolation, during the lockdown and the ‘pingdemic’, people have been desperately seeking social interactions, using any platform that will give them their fix. This means that you might find someone on LinkedIn on a Saturday evening, or Facebook on a Tuesday afternoon. This has unleashed a space for advertising opportunities, alongside a new buyer persona.
Increased competition for buyer attention
Having more people exist in the most dominant marketing sphere – digital – means that lead generation has the potential to increase. However, because there are more buyers, there’s more competition for their attention. Truly captivating someone online, and keeping their attention, is an art form.
How businesses strategize
The hiatus that the pandemic brought forced businesses to step back and re-evaluate their entire strategy and their relationships with consumers. As virtual spaces prevail over the lives of consumers, businesses needed to think about their presence within this sphere like never before.
It’s not just about presence in a virtual space but altering marketing strategies so that the entire customer journey is considered. The customer journey is not a new concept by any stretch, however, what is at the heart of this is bridging the gaps that customers face in silos, ones that disconnect them from the ultimate step.
Values are something that the pandemic seems to have changed. The essence of high-quality marketing is being able to align with the values of your audiences. The pandemic was a very introspective time, and because of where the world is at right now, it made more of the population conscious of the issues that need to be addressed.
Consumers are increasingly becoming ethically conscious. The coronavirus pandemic has seen around 60% of people in the UK report that they are now making buying decisions based on their impact on the environment, sustainability and the ethos of a brand or product.
Market leaders now need to make sure that they are encouraging ethical practices and principles to align with progressive consumers.
Readjusting to a new market
If you want your business to survive the fierce economic climate we face today, and continue to thrive, you must re-evaluate your entire marketing strategy, from start to finish. From analysing what has changed, we can implement this to how marketers must evolve.
Adapting is key. We have entered a survival of the fittest situation, in that those who don’t adapt to these changes will fall fast. Adapting to things like new consumer patterns, expanding online landscapes – new social media channels like TikTok for example – and the changes in your consumers as a whole will help to keep your company progressive, sustainable and allow you to win the heart of empowered consumers.
Transform your strategy
Sales teams are no stranger to changing strategy, however, it’s not just about those small tweaks anymore, but those grand gestures that are going to wow audiences. Values are evolving so rapidly it’s hard to keep up, but with an immaculate and agile strategy there’s no reason your business can’t.
Invest in digital marketing
Digital marketing isn’t just about creating eye-catching social posts anymore. It’s about appearing at every corner, being there when your customers need you, before they even know they do, and making decisions based on data.
From innovative campaigns and intelligent ad placement to right-time-right-place social engagement, your digital marketing strategies must be essentially flawless. It’s also worth just reinforcing how important content is. High-quality and carefully planned content will be the defining factor in what allures customers or turns them away.
Behind every great business is a highly skilled marketing team. Your digital marketing force should be thought leaders, innovators, passionate and multifaceted. Not fumbling blindly in the dark, your marketing team is the guiding light that leads you to success.
Let Estrella Ventures guide you
At Estrella Ventures, our team of content writers, creative designers, digital experts and strategy specialists make up a marketing force to be reckoned with. We will help your business adapt to change, planning your strategy from the ground up, remaining agile with evolving landscapes.
EV will help you grab your buyer’s attention and keep it. Get in touch with us today to get started on your journey in the new age of marketing.