(so much so that in retrospect it seems straight out of a science fiction movie) and 2021 will unfortunately not mark the return to the old and longed for normality.
The last year put the finishing touches on many (seemingly unshakable) truths in our lives. And also the galaxy of marketing and advertising Bolivia Phone Number List witnessed the death of a good part of its truths , which from one day to the next were diluted like a sugar.
In an article for Janet Balis dissects the old marketing truths that the coronavirus ended up burying and puts names and surnames to the new rules by Usa B2B List which marketers should be governed in these times:
1. Old truth: Marketing begins with knowing your customer
New truth: Marketing begins with knowing your customer segment
COVID-19 has only reinforced what many have known for a long time: that brands cannot afford to miss the mark when it comes to connecting with their target audience. And they must target very specific consumers based on their particular circumstances and what is truly relevant to them.
When it comes to connecting with the customer, brands must also go beyond purely demographic and geographic variables and emphasize their attitudes.
According to a recent report by the EY Future Index, five basic types of consumers have emerged from the womb of the pandemic, those for whom everything revolves around availability, those who care first and foremost about health, those for whom everything revolves around availability. who have made the protection of the planet a priority, those who care fundamentally about society and the problems that it carries on their shoulders and those who put experiences in the foreground.
2. Old truth: Brands compete with rivals
New truth: Brands compete with the latest best customer experience
Consumer expectations had already gone through the roof in the precovid era. The has grown, not surprisingly, with seamless integrated technology in every aspect of his life. And the increasingly fashionable DTC (direct-to-customer) brand have ended up conditioning the consumer and making him expect a high level of hyper-personalization by brands.
With the arrival of the coronavirus on the scene, the digital transformation stepped on the accelerator and consumer expectations starred in a giant leap. In the post-covid era, customers expect brands to take the time to treat them to personalized experiences from the beginning to the end of their customer journey.
3. Old truth: The consumer expects brands to have what they want
New truth: The consumer expects brands to have exactly what they want.
The new post-covid consumer demands that any experience be free from possible frictions, that it anticipates its own needs as much as possible and that it be relevant.
In other words, consumers are extremely concerned about getting exactly what they want from brands at the time they want it.
In order to illuminate experiences that meet the very high standards of today’s consumer, brands must grant a top-ranking role in their organizations to data and technology.
With the data at their fingertips, brands are in a position to create experiences where content, commerce, community and convenience converge.
4. Old truth: Courting the client is like a date
New truth: Courting the client is like an online date
For a long time, marketing was focused on buying massive reach at more or less cheap prices in the hope of getting conversions.
The courtship of customers was once for brands like going to many parties and many bars with the ultimate goal of finding someone special (and throwing Cupid’s arrows). In this type of courtship serendipity and spontaneity were the norm.
But if before the acquisition of clients was similar in many ways to «dating» in its most classic aspect, now it is reflected like a mirror in dating apps like . Finding the perfect customer is related not so much to chance as to the use of the right data and algorithms.
5. Old truth: The customer is the heart of marketing strategies
New truth: The customer is the heart of the “customer journey”
The concept of “customer-centricity” is far from new. The problem? That interactions between brands and consumers are often housed in silos that are completely disconnected from each other.
In the new post-covid era, brands must cede all prominence to the and emancipate it from eventual frictions (frictions that consumers no longer tolerate today).
6. Old Truth: Relationships Matter
New Truth: Relationships Are Everything
Building customer relationships based on trust is absolutely vital for brands. And to gain the trust of the customer, brands start to listen carefully to their needs and shape solutions (and not so much products) aimed at seeking support for such needs.
In forging trust with the customer, the way (necessarily transparent like water) with which brands manage their personal data also plays an important role.
7. Old truth: Agility is a technological process
New truth: Agility is a modern approach to marketing
For years we have heard about the technological benefits emanating from cycles of an agile nature and opposed to linear and sequential approaches.
But the entry into the scene of COVID-19 has turned and flexibility into a “must-have” in the bowels of the marketing department.
And what was once an option has now become an obligation, a change that is here to stay on the marketing scene.
8. Old truth: The brand must be equipped with great products
New truth: The brand must be equipped with great values
The pandemic has turned around like a sock . Not surprisingly, up to 61% of consumers have considered changing brands or purchasing white-label products in recent months.
This trend, conveniently coupled with upward consumer activism, has brought brand values to the fore.
When buying, the consumer is no longer guided solely and exclusively by quality, convenience and price, but also by factors such as sustainability, trust and social responsibility.
9. Old Truth: You Need The Right Technologies To Fuel Marketing Success
New Truth: A Right Balance Of Factors (Including Technology) Is Needed To Fuel Marketing Success
Since the technologies born under the cover of marketing are more and more numerous, some believe that technology is enough and is too much to have the band of “game changer” in this discipline.
But for technology to truly work miracles, it must be paired with other factors such as data and human talent (which must adequately understand the technological solutions and data at hand).
10. Old truth: Marketing is important for growth
New truth: Marketing is important in terms of growth for the entire C-suite as a whole
There was a time when marketing was seen as a more or less dispensable expense in companies.