1. Adjust to the more selective consumer
Before COVID-19, 40% of Australians were already happy to pay more for a personalised shopping experience. Retail was at a tipping point where consumers, tired of blanket and group marketing communications, were eager to create connections with brands they had confidence in.
However, with the large influx of information on consumers from all angles, many have become less responsive. The pandemic is likely to increase consumer suspicion of marketing communications even more. As a result, businesses would be wise to adjust their communications to avoid frustrating consumers. Email marketers in particular should focus on personalisation as well as timing, usefulness and relevance. All communication should offer real value as consumers demand more valuable brand conversations.
This also means re-evaluating your pay-per-click (PPC) and search engine optimisation (SEO) strategies to account for Google clamping down on mediocre content and websites.
2. Apply empathy
You know that your tone of voice can make or break a marketing campaign. After COVID-19, it could be time for a long-term tone of voice adjustment. Consider how your customers’ situation might change. For example, if you usually opt for off-beat humour, you may want to dial it back to a more considered tone.
Your customers should be able to rely on and trust in your communications, both from a marketing and customer service standpoint. Being empathetic will help your brand stand out and help you build a loyal customer base.