We launched our Future of eCommerce series back in May, to discuss what the coming months look like.
The third session in the series was delivered by our very own Gav Lowther, Head of Digital at Visualsoft.
Here’s what Gav had to say on adapting your approach based on the current situation, and future-planning your marketing operations.
Shifts in consumer behaviour
In the current climate, consumer behaviour needs more applied consideration - the user has changed since everyone is in limbo, are un-assured and are trying to adjust to change. We’ve seen huge shifts in the ‘norm’, from social distancing, working from home, older generations adopting social media and online conferencing, increases in emotional value and the tightening of the economy.
It's only natural that with so many changes occurring within a short space of time, consumer habits change. While forming your longer-term strategies to future-plan your marketing operations, it’s important to consider those which are likely to be here to stay.
Want to find out which habits Gav thinks are here to stay? Access Gav’s “Don’t Mention the C Word” webinar here.
Utilising your brand’s tone of voice
As a species, while we may not like it initially, we are adaptable to change. Over the last couple of months, consumers have got used to the ‘new normal’, but this has also adapted the way people think. Recently, consumers are more health-conscious and virus related. Many people feel wary about getting on a plane - for the first time, it's no longer the cost that is important, it’s the health implications of breathing in recirculated air. Consumers are more concerned about the environment and companies’ green credentials. However, while we’re adaptable to change, consumers also stick to what they know wherever possible to provide themselves with a certain level of comfort - and this includes brands.
Communicating how your brand meets these new expectations could be key in retaining your current customers throughout this uncertain time, and brands may tread a fine line between appearing to make the best of a bad situation, and taking advantage.
This is where your tone of voice is critical. Messaging needs to be sincere, empathetic, convincing and expert. Reviewing marketing on your website and current live marketing campaigns in line with consumers’ new concerns is vital.
To be able to form a new marketing campaign that will stand up over the next couple of years, brands should tie changes in consumer behaviour and brand tone of voice together using the 5 pillars of new campaign planning:
Embrace the change
Now is the perfect time to start your test and refine process again. Over the last 90 days we’ve seen more social media and video than ever before, and remarketing and retargeting is becoming more important than ever because people are going to be shopping by brand.
Reacting to your consumers’ new needs and expectations will be key to brand success.
Now is the time to innovate
Brands need to be acutely aware and ready to react, whilst simultaneously utilising the new information available to try and pre-plan all outcomes as best as possible in order to remain flexible.
Re-thinking your strategy based on new findings will enable companies to attack the market in different ways and reach more people than ever before. Now is the time to be bold and think bigger!
We know it’s busy at the moment, so don’t worry if you missed out… we recorded the webinar for you!