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THE STAY-AT-HOME TREND AND ITS EFFECT ON THE MARKETING INDUSTRY

The Stay-at-home Trend And Its Effect On The Marketing Industry

The Covid-19 pandemic has led to a generation of change in a short time span of a few months. It has effected almost every facet of ,marketing since crises of such magnitude challenge the core of business basics. The new reality?

  • According to a survey, one in five consumers still want to stay at home; 20% of consumers still want to remain at home most of the time
  • 43% of consumers are worried about their future financial security.
  • Savings are now the foremost priority for 36% of consumers
  • Consumers that have predicted a long-term impact of Covid-19 on normal life
  • So, what does this mean for the marketing industry? According to a marketing expert, things have drastically changed and marketing needs to mirror the brand’s values, which are probably right in light of the current situation. The chance is to move from survival mode to re-invention mode, in order to concentrate on what will be rather than striving to maintain what was had. The following are some steps that can be taken to re-assess your marketing plans, re-align your thinking and center on what’s next:

    Do not panic!

    Now is not the time to panic but to gain perspective. Remember to prioritize health in such times. Next, is to not pull back on your digital marketing efforts at once. Although it may seem like a wise option to cut back on marketing budgets to sustain cash flows, think along the lines that being exposed to something more often, will increase in value in your eyes. Keeping your brand at the forefront could help in boosting consumer perception of your brand even if they are not making purchases at the moment.

    Re-assess your present language, tonality and images

    Brands now have the golden opportunity to rebuild their relationships with their consumers. Beginning with the channel that is most popular, it is time to evaluate everything that you have in market at present. Keep in mind to examine those goods and messages from a new view point; one that involves living in a Covid-19 world with anxiety, economic uncertainty and all-time high unemployment. Furthermore, your brand’s messages (imagery and copy) must consider the effect of cultural events on your consumers. It is likely that they may be in an emotional state and perhaps not in the mood to buy from you. However, once the pandemic progresses, the sensitivity level will likely decrease a bit and later on some light, tasteful humor might be appropriate at certain times. Therefore, as a brand you should follow the community’s organic lead.

    Accommodate marketing campaigns and timelines

    Reality check: your business’s smooth marketing campaign plans may just have to take the back seat (this is okay!) Just don’t jumble them together, rather, take some time to assess the situation at hand. Now the time comes to pivot. Draft a message that is sensitive to the current scenario and gives consideration to your consumer’s new situations and concerns; something that is truthful and transparent and just plain human.

    Maintain an optimistic mindset

    Strive to maintain a cheerful attitude and let your customers know that you are there for them in these challenging times and stay positive about the future. However, be mindful not to cross the line into perhaps being viewed as insensitive by reducing the extent of the pandemic’s impact on people’s lives.

    Paid Advertising

    Many brands pull back on paid advertising to preserve cash flow, however, on the flip side of the coin, once we emerge from the pandemic, your brand may as well have been forgotten. As the saying goes, out of sight, out of mind! Strive to keep your paid ads running (if you can afford it) and discover ways to budget rather than shutting down the program completely. Furthermore, a wise decision would be to move away from conversion-focused advertising and towards brand marketing. Since the message is now more to do with communicating your brand’s values and personality rather than to ‘buy this blender’.

    Adjust to new virtual attitudes

    As the stay-at-home trend increased overtime and social distancing became common, consumers became extremely reliant on digital/mobile platforms since their smartphones became their window to the outside world. The emergence of new virtual behaviors became dominant since consumers now accomplished their day-to-day tasks digitally, such as work from home, contact-free deliveries and online workouts.
    Additionally, due to the majority of people working remotely and/or taking online classes as well as staying virtually connected with family and friends, video chat usage has been at an all-time high. Popular video chat apps saw an astonishing level of growth in adoption rates in a matter of some months. In acknowledgement to these new virtual behaviors, brands took charge in showing consumers how they fit into all this.
    For example, popular restaurants implemented tamper-proof seals on food items, making it obvious if anyone has opened the box before it reached the intended consumer. Businesses also started being strictly adherent to the ‘no contact’ policy whilst making deliveries.

    Be there, be social

    If your brand already has an established presence on social media platforms, now is the time to be there. Particularly, if you’re finding yourself having to cut back on ad spending, you need to maximize all your organic opportunities

    Optimize your brand’s homepage SEO

    Your homepage is your digital forefront, therefore, visitors should be easily able to understand your brand and its value propositions. Focus on the right keywords to target the right audience and then try to rank for one branded keyword. Also, make sure to integrate those keywords in naturally to header tags on your homepage.

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