on May 13, 2021 / by Corey Cantrell

3 Trends for Marketing Campaigns in the Post-Pandemic Era

The current health pandemic has disrupted B2B marketing campaigns in staggering ways; it has further amplified the move to the digital, interrupted supply chains, and impacted customer demand and priorities. But at the end of the day, business continues as usual.

A recent BBC report showed  how the pandemic has changed the world economy through stock market volatility, which effectively impacts individual savings, stock values, and financial interest rates. World economics are still reeling from rising unemployment, effectively undercutting decades of job expansion and job growth across nations. As economics comes to a screeching halt, many countries are now in recession, with the International Monetary Fund estimating that the global economy shrunk by 4.4% in 2020. The hardest-hit sectors are tourism and hospitality as well as retail, while big winners are in the field of pharmaceuticals and technology.

Changes in the Public Mindset

While many things remain uncertain, one thing is for sure; you cannot survive this post-pandemic world without a concrete plan to fast-track recovery, using agile and cost-effective strategies. In this new normal, you need to recalibrate your marketing campaigns to bring into the fold the emerging markets in this new normal.

As people remain quarantined or in lockdown, it appears that the dynamic digital world is the most suited platform to remain relevant in this post-pandemic landscape. More and more businesses are turning to the online space for new sources and streams of revenue and customer interaction.

It is also important that as marketers and executives, you need to recognize the changes in the public mindset. With all the COVID-19 and related concerns, people have become more health-conscious and aware of local supply chains. These trends are all prime considerations to be incorporated in any marketing campaign you devise to be effective.

When it comes to the marketing and the advertising industries, Advertiser Perceptions reports that advertisers’ campaigns have been postponed although most expect to resume or ramp-up spending in 2021. In this world of the unknown, carving out an adaptive strategy can help in boosting your visibility in a landscape where noise from your competition is relatively low.

Post-Pandemic Marketing Campaigns

To illustrate the move towards online, VP of Marketing at HubSpot Meghan Keaney Anderson notes that all over the world, there are empty billboards. The focus of digital marketing campaigns is now geared towards customer relations. There are several post-pandemic marketing campaign options ranging from digital approaches that utilize social media ads to gain greater visibility to targeted authentic messages that establish a more personal connection with clients.

Below are three (3) marketing campaign examples that can be implemented in this post-pandemic climate with great success:

Cost-Effective Marketing Campaign

A common customer frustration when it comes to the use of brand applications is the limited features of free versions. Taking a note from the strategy employed by UberSuggest, premium application features were offered with its free version. This generosity resulted in customer gratitude, higher downloads, and increased website traffic.

Dubbed as “Freemium” applications, this strategy is related to the value-based model where customers are expected to pay incremental increase for the continued use of your product and/or increase in features/ services. Given this post-pandemic climate, offering at least some of your premium services with the free application leads to greater customer appreciation and loyalty. In the long run, with clients having more buy-in of your product and with enough time, settings, and data invested in your application, the alternative of starting from scratch on a new platform would be too inconvenient.

Brand Compassion and Empathy

Amid the physical distancing and challenges globally, brands and marketers alike must convey their message with empathy. Customers are looking for companies who they can trust. An example of which was Coca-Cola’s Time Square Ad, which encouraged people to  do physical distance. The ad’s message was simple, “Staying apart is the best way to stay united.”

In marketing communications, empathy – the ability to sense and imagine the emotions of others – matters. Being able to step into your customers’ shoes and get across that you understand their needs and recognize their realities can go a long way to making them see your company as one that represents them. When employing this approach, it’s important that you utilize appropriate content, relevant voice, and applicable products. Only when done with authenticity can this contribute to improving your trust level with your customers.

Social Media Campaigns

How integrated is social media in your marketing strategies? Social media is no longer limited to Facebook, Twitter, and Instagram; they are also not just about posts anymore. For example, Instagram has expanded to Instagram Reels focused on delivering short-form videos. TikTok is another force to be reckoned with—have you maximized this platform?

Having a strong social media marketing strategy does not only entail actively being on the platforms; you need to maximize new features and channels and quickly create engaging content for customers. These platforms are not only to blast information and sell but use tools to gain feedback, interact, and showcase all aspects of your brand in ways that matter to people. With any marketing campaign, these efforts must be balanced and cohesive. As the pandemic pushes more and more people to migrate more of their daily activities online, having the right strategy is vital to making real connections with your customer base. The three marketing campaign examples above should point you to the right direction.

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