The covid pandemic will remain unprecedented in our lives in terms of the stress, anxiety and uncertainty it has caused an unsuspecting population. However, the pandemic that caused widespread panic across the globe has also taught us important lessons – for instance – the way we enjoyed the freedom before the pandemic made an unexpected (& unwelcome ) intrusion in our lives and how we often took the freedom for granted before the pandemic hit towns with a vengeance. Let us look at how marketing has been upended due to the pandemic that has caused misery all around.

Before Covid

Traditional forms of marketing co-existed with digital marketing; marketers felt a greater need for integration of offline and online channels; Digital marketing tools and techniques started invading the marketing ecosystem. A combination of pull and push strategies was needed to reach out to the customers.

Customers had a wide range of payment options like delivery of products and services was never a challenge if the supply chain management infrastructure was in place. Customers had a plethora of options to shop from – electronic retail, mom and pop stores, hypermarkets, supermarkets, big box stores etc.

Digital marketing tools like SEO, PPC, Email marketing, social media marketing, blogging, online reputation management, link building, content seeding, landing pages demonstrated the massive impact of technological advances on marketing. There was an acute need for greater consumer engagement.

Post Covid

Companies are looking at opportunities for diversification to meet demand using existing infrastructure to benefit from economies of scope. If the demand cannot be fulfilled using existing channels, this opportunity is being leveraged now. Business models must embrace digital channels to reach out to consumers.

Content marketing was the king before Covid and it continues to be the king even now. However, Today, content must be sensitive with human values like courage, fearlessness, hope, optimism, etc. Every brand needs a powerful storytelling concept but today this effort must be laced with a higher degree of social responsibility.

The social message must take precedence over marketing of the brand and references to the brand need to be oblique. Today, a message about the triumph of the human spirit is what will position a brand better in the minds of customers. Move over market share – mind share is gaining greater prominence now.

At no time has brand personification assumed as much significance as it has now. Today, the values that a brand stands for are crucial for its sustainability and competitive advantage.

To conclude, life after Covid will never be the same again. The demonic pandemic will certainly bite the dust – but it will leave behind lessons that mankind cannot be easily forgetten. Familial bonds have been reignited thanks to the forced stay-at-home predicament. Marketers need to keep this in mind – today marketing must be effortless and driven by a strong storytelling protocol to lure customers. Socially responsible marketing is what the future is all about businesses have to blend  with compassion.

The power of the human mind to win against all obstacles is the most trending message now.

There is going to be a long-term psychological shift in the way we will be doing things in the future. Brand communication must focus on safety, trust, hygiene and health. Only an empathetic approach can help businesses connect with customers on a deeper level. Now is the time for companies to stand apart from the crowd and eschew opportunistic advertising strategies.

Human beings love to hold onto faith when things go wrong and brands should attempt to capture this. The brand image must be reinforced by an organization’s efforts in delivering their CSR agenda. Brands must exude positivity, resilience and hope.

It is essential to visualize the new normal. Delivery has assumed so much significance today – contactless delivery in particular. Contactless deliveries will continue to remain a reality. The pandemic has engendered the manufacture and marketing of a slew of safety and hygiene products – some of them clearly benefiting from the shortage of popular brands that ran out of stock due to a sudden spike in the demand. Manufacture of face masks in various sizes and colors, hand sanitizers, liquid soaps, disinfectant solutions and hand gloves appeared to be in full swing.

Prior to Covid, the constant stream of advertisements about liquid handwash products and their germ-fighting abilities were viewed with somewhat of a disdain but now these products have become absolute necessities. Thanks to the ever-increasing paranoia (about Covid) and the massive gap between supply and demand, most of the lesser known brands did not need any advertising at all.

The pandemic also saw the dark face of humanity – vulnerability of the population was being shamelessly exploited by manufacturers and traders. Suddenly, no one seemed to care about MRP anymore.

Medical stores/ pharmacies were influencing their front-line delivery staff to indulge in pushing the sales of slow-moving stock. Dishwashers and vacuum cleaners flew out of shelves without any marketing efforts. Even though stay-at-home exercise videos were becoming popular, sports/fitness equipment manufacturers were unable to leverage the opportunity due to the lockdowns.

The Covid pandemic has shifted the spotlight to the importance of supply chain management which was always considered an underdog. Today, even skeptics must agree that marketing and supply chain management have a synergistic effect. Marketing mix needs to be buttressed with a great deal of sensitivity and empathy to customers and a greater understanding of the unique needs of customers and their pain points.

Marketing experts advertise against companies curtailing their advertising budgets. Yes, there is scope for ring fencing the budget but communication with customers must be in real time. Advertising copy, visuals and imagery should empathise with the customer’s perspective. Customers, who are in a state of anxiety, need reassurance, a few kind words and a feeling of hope against fervent hopelessness. The tone and tenor of advertising copy must be in sync with the harsh times that we live in.

After Americans were asked to stay at home, Nike gave a powerful but simple message –

“If you ever dreamed of playing for millions around the world, Now is your chance. Play inside, Play for the world”.

This is the time when businesses have to thank their employees who have been with them through thick and thin. Companies must start planning their strategies when the covid nightmare gets over and normalcy returns.

Post Covid marketing is all about greater levels of customer engagement in subtler ways, brand building and relationship management. The right messaging at the right time and right conversations around the crisis/ brand will reinforce brand equity.

To conclude, life after Covid will never be the same again. The demonic pandemic will certainly bite the dust – but it will leave behind lessons that mankind cannot so easily forget. Familial bonds have been reignited thanks to the forced stay-at-home predicament. Marketers need to keep this in mind – today marketing must be effortless and driven by a strong storytelling protocol to lure customers. Socially responsible marketing is what the future is all about. Businesses have to blend commerce with compassion.