How to Market Post Pandemic

The novel coronavirus has changed the way we live, the way we socialize, and the way we do business. Social distancing, shelter in place, and contactless interaction have become common practices in a pandemic world.  After a year, we see new buyer behaviors and habits are developing. Marketers should understand and adapt to changes in their respective markets. These market behaviors and habits necessitate new or altered ways of marketing post-pandemic. Here are 5 ways to market post-pandemic.

1. From Brick to Click

Covid-19 has sped up the digitalization of the world. From working, shopping, and medical consultations, to entertainment, social gatherings, and business meetings, everyday human transactions and interactions which used to be done mostly face-to-face are now being conducted virtually.  This catapulted digital apps like Zoom – and similar products which facilitate online activities – as a household brand. Traditional brick-and-mortar businesses have been forced to conduct business online.

2. Reacquainting with Your Post-Covid Market

The pandemic has affected not just businesses but consumers as well. That’s why, as you rethink your marketing and communication strategies, you may also need to get to know your market again. They may not be the same after the pandemic. Find out their primary concerns and how to address their needs.

Wordstream suggests sending out an email survey that uncovers their new priorities, pain points and desires. You can then adjust your marketing approach based on what you uncover from your research.

Also take the time to find out where your market hangs out online so that you can focus your digital marketing in those virtual places, be it on Facebook, Instagram, YouTube, Tiktok, and other channels.

3. Communication Strategy Revamp

With the impact of the pandemic, your market’s priorities, schedules and setups may have changed. Thus, you may also have to rework your communication strategy to suit new issues based on your market research as mentioned above. Wordstream suggests checking your website content, ads, videos and newsletters, as well as your overall way of dealing with your customers. Recheck your content plan and shelve blog posts and content that may no longer be relevant post-Covid and create content more relevant to the current situation. You can create a brand video that is sensitive to your market’s needs as well as useful to them.

4. The Rise of New Offerings

With the lockdown pummeling businesses and the economy, business owners are impelled to pivot to business models that help them survive in the short-term, as well as provide resilience and growth for the long-term.

One great example of this style of crisis management is in the restaurant example given by the Harvard Business Review.

Many restaurants did a pivot to survive the crisis. The usual restaurant business models include dine-in, take-out, delivery, and catering. But with the lockdown, restaurants pivoted their business by offering online frozen precooked dishes that can easily be prepared at home using the ingredients from the restaurant. This combines practicality to suit the situation as well as provides a cooking learning experience for the consumer. The restaurant can provide a link of a video on how to prepare the meals and could also feature other meals to encourage them to try other dishes.

Another pivot would be offering a flat rate for a certain number of meals on a weekly or monthly basis. These restaurant business models can become permanent restaurant offerings especially if the trend for work-from-home arrangements becomes the new normal.

5. Deal, Discounts and Offers

Non-essential products like fashion brands and clothing may be tougher to market during the economic downturn brought about by the pandemic. People will not spend on clothes unless they have a compelling reason to. And as a marketer, some of the compelling reasons you can give are head-turning discounts, deals and offers. Highlight them on hello bars or welcome banners so your market can easily spot them.

Even with the global vaccinations in an effort to end the Covid-19 pandemic, the way the world does things may never be the same. So should your marketing strategy. Reacquaint with your market, re-evaluate your marketing strategy, make sure to bring your business online, offer discounts and deals and new offerings that are suited to the new normal.