We can say that we have not yet seen such years as 2020 and 2021. And it is unlikely that in the near future we will return to the usual way of life. Therefore, marketers face the question of how to promote brands now, how the rules of the game have changed. It is worth noting at least the fact that now everything is happening on the Internet and all companies live on social networks.
It’s no surprise this year that some companies buy real Instagram followers for their business accounts to gain fame. We propose to analyze several new marketing rules that came into force with the onset of the pandemic and will be in effect after its end.
Marketing starts with understanding the consumer segment
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The crisis associated with the pandemic once again confirmed what we already knew: brands must build communication locally and as pointwise as possible, focusing on what will be most relevant to consumers. But the matter is not limited to geography.
Marketing messages should relate more to the consumer’s personal situation and values than to demographics such as age and gender. In other words, communication should be built on an extremely personal level, taking into account the behavioral patterns and psychology of the audience. This is why companies should maintain their social media accounts and sometimes buy Instagram followers to grow their audience and learn more about it.
You rival the latest best consumer experiences
Consumer expectations were on the rise even before the pandemic: Generation Z is familiar with technology from childhood. But when the coronavirus hit the world, digital transformation accelerated dramatically. This has resulted in consumer expectations of what digital experiences companies can offer them to all-new heights.
Consumers expect you to have exactly what they want
Consumers today expect to be able to get what they want, when they want. And nothing should get in their way. To avoid disappointing audiences, companies need to focus on data and technology. The value of data is that it allows you to offer the most relevant experience in several directions at once.
Today, activities across all four areas are fairly unified, but as audiences demand more personalization, companies will need to use more data. This will allow for more targeted decision making and increase the relevance of messages that are used in communication.
Winning customer loyalty is like going on an online date.
Marketing has long focused on reaching mass or targeted media coverage in the hope of a successful conversion. It’s like going to as many bars and parties as possible in the hope of finding a soul mate. It was a world of spontaneous decisions and many personal encounters.
The consumer must be at the heart of the customer journey
The concept of customer focus has not been something new for a very long time. However, separate divisions that interact with the consumer often operate inconsistently. Therefore, it is important to hide all inconsistencies so that the user sees the brand as a whole.
It is important to remember that often marketing is only at the beginning of the interaction with the client. It is necessary not only to interest the consumer, but also to lead him to a purchase, to gain loyalty and support. Marketing should be seen as part of this long journey that needs to be connected.
Flexibility is a modern marketing approach
We’ve heard for a long time that digital development benefits from an agile rather than a linear approach. During the pandemic, it became clear that marketing in this matter should learn from the IT sector. As the crisis unfolded, companies needed to quickly revise key messages or resolve supply issues. Just imagine that in the midst of a pandemic, there would be an advertisement in which people are in a small room without observing social distance.
To be successful in modern marketing, you need a balanced set of different tools (including digital ones)
The number of technologies for advertising and marketing is growing every day, which is why many are focusing on “digital tools” as the solution to all problems. For this very toolkit to be useful, it must be used as an assistant in building user scenarios by specialists with a sufficient level of digital literacy.
Employees need to understand how to best apply data and technology. Digital tools link talent skills, company goals and available insights. But they cannot be used separately.