My latest ramblings.
Enjoy! I definitely got important things to say
My latest ramblings.
Enjoy! I definitely got important things to say
2020 has wreaked havoc on in-store shopping, sending most retailers into a spiral of uncertainty. The pandemic has, in many ways, redefined consumer behavior. The new normal of social distance has shifted consumers to prefer a no-touch shopping experience. Companies like Amazon, Carvana, and Instacart cater to the needs of this pandemic, but that doesn’t mean that all other brands are left behind in the dust. There are things that can be done, new trends to follow, it’s all about reading the needs of the target demographic and pivoting to accommodate them.
Ok so where do we go from here? Some consumers may go back to what it was pre-pandemic but, for some shoppers, their buying habits have changed for the foreseeable future. These new habits won’t just disappear overnight once things improve, there will be long-term consumer behaviors that brands cannot and should not ignore. Many brands won’t be able to return to their previous business models and marketing approaches. The best option will be to continue reinforcing and rewarding these new consumer behaviors.
Brands should keep two broad categories of consumer rewards in mind when considering their post-pandemic business plans: tangible rewards and emotional rewards.
Tangible rewards are the extrinsic, physical, quantifiable benefits customers reap from doing business with a company. Online grocery shopping, for instance, provides the tangible reward of letting consumers accomplish their grocery shopping much more quickly than if they took the time to go to the store and browse the aisles.
As you might guess, emotional rewards focus on feelings — either a sense of accomplishment or a feeling of security that motivates consumers to continue a certain behavior. These feelings are also the foundation for strong, lasting bonds between consumers and brands.
This pandemic is a highly emotional time for everyone, and brands are going above and beyond to ease consumer anxiety and stress. In order to maintain this emotional connection, brands must continue to communicate the long-term emotional benefits.
Shoppers might currently be happy to avoid germs and save time by buying groceries online, but the biggest ongoing benefit for most people will be the emotional relief of avoiding crowded grocery stores altogether. That is what brands must harness and cultivate to maintain momentum in the months and years ahead. Here are three ways to do that:
Certain businesses, such as at-home meal delivery services, have become more popular because of the pandemic. However, this success doesn’t have to end just because stay-at-home orders are lifting and consumers are going back out into the world. Consumers are using products and services in these categories in a way that goes beyond necessity — they’ve come to value their convenience and the tailored needs they meet.
For instance, Hello Fresh has the opportunity to use the recent push for at-home cooking kits long into the future, positioning its product and service as a way to save people time once they return to their normal lives. The brand has an opportunity to continue sharing how it can keep people safe and away from contact with the virus at grocery stores, but it can also become a beloved part of users’ lives.
Isolation has created an intense craving for connection. An entire society quickly forced into quarantine has left many people ready to be back out in the world with others, more than ever.
They miss dining out at restaurants or visiting with friends in bars. Takeout just isn’t the same. With businesses reopening and gathering places allowing people to come together (albeit in limited numbers), brands have the opportunity to offer experiences to consumers while still finding ways to keep them safe. Before planning an event, note that the majority of American consumers are still anxious about public gatherings and activity. When you have a firm understanding of those fears and that mindset, you can better plan experiences that will fill the desire for connection while actively working to prioritize safety.
While this is a moment of great opportunity for brands to continue building on the success they’ve found during the pandemic, it’s not a time to stop being strategic. Understanding consumers — who they are, what they feel, and what they need at this moment — should be at the heart of everything you do. Most importantly, harness the power of knowledge.
Take the time to analyze and use research to answer these questions before creating your brand message. Different brands will need to take different approaches to connect with customers at this moment, and it’s key to know how people want to use your products or services as well as the messaging they most want to hear.
Moving forward, it will be essential for companies to make sure their offerings and marketing messages align with — and reward — consumers’ new buying habits and expectations. Brands that provide a healthy combination of tangible and emotional rewards will be best positioned to thrive after COVID-19 subsides.
Retail has changed, and many of these changes are here to stay. Companies should prepare for a “new normal” instead of a “return to normal,” making it clear to consumers how their brands and products are essential today — and will remain essential well into the future.
The internet has changed business in the way that small and large businesses alike strategist their marketing efforts. The platform of the web has set the stage for small business to compete with big businesses depending on the marketing savvy they have behind the keyboard.
Digital marketing platforms have a number of options for businesses some include social media, search engine optimization, e-mail marketing, pay-per-click advertising and content marketing to name a few.
Marketing research has reported that more than 95% of consumers search online for products and services before spending money. Basically this means, even small businesses can now get targeted traffic from search engines by investing in search engine optimization.
The benefit of investing in search engine optimization is that it allows businesses to attract more traffic on an ongoing basis. In fact, many marketing experts agree that SEO is one of the best investments in terms of ROI for business owners.
There are a number of pay-per-click advertising options available. The most popular option is Google Adwords where businesses can buy ads for highly targeted keywords and phrases related to their business niche and get targeted traffic. The biggest benefit of the investing in pay per click advertising is that it allows businesses to get targeted traffic in a matter of hours or days. PPC allows business to test various marketing strategies and sales funnels at a small cost.
Social Media is a growing trend that isn’t going anywhere. Facebook, has over 1 billion members. There are also a number of other social networks with hundreds of millions of members. For instance, Twitter has over 300 million monthly active users. Other social media networks such as Snapchat, Pinterest and Instagram also have hundreds of millions of users. Social media allows businesses to engage existing and potential customers in a cost-effective manner.
E-mail marketing still remains one of the most effective marketing channels for businesses. Marketing experts recommend businesses to invest in building a targeted list of subscribers as it allows them to market to those customers at minimal cost.
One of the biggest problems faced by small businesses is that they often do not have the budget to create brand awareness though traditional media. However, Internet marketing has changed that. Businesses can easily build a brand at a small investment with the help of above-mentioned marketing channels. In simple terms, online marketing allows businesses to compete against bigger companies at a small cost.
What solutions for digital marketing is your company using? It may be time to change up the tactics and utilize the many tools available! – Bridget Greenwald, Boca Raton