The pandemic has lasted longer than anyone expected. The vaccine rollout has had mixed results in various countries. Some countries have fared better whereas, some have lagged in inoculating the population. At some point, the pandemic will be behind us, and hopefully, that day is not far. That raises an interesting question. What will the post-pandemic advertising world be like?
At the peak of the pandemic, advertising revenues plummeted, and companies opted for austerity. The advertising industry was especially hit hard as all related industries such as tourism, retail, and hospitality were hit too. In the post-pandemic world, companies must gear up to win customers back. This will not be easy as the pattern of spending has been upended. Some of the techniques that companies will have to rely on are as follows:
Focus on the existing customer base
The most important component of any business is the customers. If a business is struggling to bring in new customers, it’s best to focus on the ones that are already listed as customers and who have stuck around despite the economic downturn. In addition to creating services and ad campaigns to target their new needs, it would make business sense to offer one-time promotions such as issue refunds to clients who had prepaid memberships or were on auto-pay during the lockdown period. While this could hurt cash flow for the short term, the money will return in terms of customer loyalty as the economy restabilizes and as the loyal customers are ready to start buying again.
Move everything online
Customers have been forced to shift their mode of purchase from in-store to online purchasing. According to GoDaddy.com, there has been a spike in companies who want to create or update websites, create new social media campaigns focused on home-based workers, and focus more on eCommerce trends and channels. Now is the critical time for companies to increase their online presence. Companies already have a lot of engagement online but the pandemic has shown us just how much more can be done online. For example, automating email communication or even core services and using cloud-based solutions for scheduling, billing, and planning.
Spend on the right online channels
Online advertising can be a bit of a hit or miss. But companies that are willing to explore options and spend resources can often get it right. Spending on online platforms used to be an option but not anymore. It’s the most pressing requirement now. Larger organizations have shifted marketing budgets to social media marketing, hired specialists to increase their presence online, and create short and long-term strategies to increase customer engagement.
Promote exclusive deals
There was a time not too long ago when sales promotion was one way of boosting sales from month to month or season to season. Those days are long gone. With the ever-increasing clutter and online ads, the only way to increase online sales is through offering constant deals. Online shopping has reached a point where sales promotions are the norm rather than the exception. Companies in the post-pandemic world have to use creative nous to create unique sales ideas and get customer’s attention. Companies can use the news for sales-based events, religious observance days, cultural holidays, statutory events, etc. to gather ideas for unique promotions. People always need a suggestion, and the right suggestion can convert an inclination into a sale.
Improve communication strategy
Communication is key to any relationship. The relationship between a company and its customers is also dependent upon how effectively it can communicate with its customers. Any communication in the post-pandemic marketing world will have to be:
- Through the channels consumers are now using, so more audio and video feed rather than newsletters. More visual stimulation to create awareness but through the right channels.
- By addressing doubts, fears, and questions that customers are facing right now, and aligning company offerings as potential solutions.
- By making it easy for customers to get in touch, so more in-person phone customer service and fewer touch-tone automated self-serve options.
Use paid advertising
It is the only way to get ahead of the competition. Times of free promotion on the internet simply by being there are long gone. Apps such as Tik Tok, Twitch, and Snapchat have proved to be invaluable in engaging customers. In 2021 and beyond, brands should also consider the benefits of positioning themselves within an environment where users are spending time to switch off from reality.
This time of the year is perfect for companies to test their advertising messages. Companies can consult with professional writing services to explore more ways of using words to influence customer choices. Companies can reap rich benefits by hiring a professional writing service. One of the best and most comprehensive writing services is Acematiks. Acematiks is the only 24/7 professional writing service that caters to industries in the education, business, and creative sectors.