Revising The Marketing Playbook For The New Normal

As part of our new series, ‘Marketers Playbook for 2020 Post Covid-19?, Pragya Upadhyay, Vice President - Growth, Pee Safe, says that marketers need to cultivate the image of a socially responsible brand with relevant products ‘Out of adversity comes opportunity’ – Benjamin Franklin The year 2020 has brought about a twist in both our personal lives and the way business is done – due to the unexpected Covid-19 pandemic. India is presently under a prolonged lockdown with skeletal financial activities. However, this phase also provides marketers an opportunity to redraw their plans and revise the marketing playbooks for the 'new normal' for the post-Covid-19 world. Why Do We Need To Change? Games and playbooks need to be created in accordance with the underlying conditions. We hope that the lockdown ends soon and in the next few months, life resumes normalcy. However, the repercussions of this pandemic are not going to be erased with the lifting of the restrictions. The new protocols of social distancing, travel curbs, screenings, and preference for touch-less communication are likely to continue. The world has been hit hard by the suddenness and the magnitude of this outbreak. Hence, prudence lies in ensuring that we are able to function without any disruption whenever a crisis hits us again. The customers won’t behave the same way again and marketers can’t afford to lose them due to lack of adaptation.  Digital Is The New Mass Media One of the most prominent changes is the extra push that digital marketing and electronic media will now receive. People working from home all over the world implies that they are spending a lot more screen time than ever. Even after Covid-19 peters out, there might be a lot of reluctance among clients and consumers regarding conventional outdoor marketing methods. There will be cost considerations as well since most companies are bringing down their marketing spends in 2020. Hence, the ongoing spike in digital marketing will increase exponentially in the days after the lockdown. Webinars, live-streams, product information videos, blogs, digital portals, newsletters, and social media marketing are going to be the mass media of the future. The added advantage of the targeted reach that they offer can result in a higher ROI on your marketing spend which is the need of the hour. As we are witnessing now, even the industries that typically rely on conventional marketing such as real-estate and logistics are moving to digital in a big way. Inform Not Sell Hard-selling will not sell in the months ahead. There is a lot of panic, apprehension, and varying degrees of financial setback being suffered by people. In such a scenario, the brands need to realign their campaigns in tune with the social messaging and relevance of their products/services. For instance, a typical Lifebuoy campaign focuses on how the soap is a better germ-killer and a superior choice. However, during the pandemic, the brand is running a campaign urging people to follow hand-hygiene and use soaps no matter which brand it is. This is the kind of social relevance that needs to be cultivated. Hard-selling would only alienate companies whereas cultivating the image of a socially responsible brand with relevant products is what marketers need to focus on. Assuring The Customers In the 'new normal' customers will be highly concerned regarding the quality and safety of the products that are on offer. A marketer not only needs to highlight the features and availability of the product but, also has to be transparent about product hygiene in terms of packaging and delivery, etc. For instance, major retail chains will resume selling, but they will also need to assure customers about in-store hygiene, the wellness of their staff, and the implementation of social distancing as well as touchless processes in their stores. Technology must be integrated wherever needed and provisions such as cashless transactions and home delivery of products should be made to reach out to customers. These are challenging times for marketers, but, the ones who adapt, innovate, and identify the right strategies will continue to remain relevant in the future as well. There is a need to keep an eye on the trends and evolving scenarios and be flexible in approach.