The New Marketing Reality
In a time when the pandemic is slowly easing, it is safe to say that nothing will be the same again. But how should companies adapt to this new "normal"? What should be done for rapid and sustainable development?
1. Marketing starts with knowing the customer.
The new marketing reality: Marketing starts with knowing your customer segment.
Covid-19 has once again brought to our attention the realities that we may have known, but did not apply. Companies have already realized that they need to appeal to a specific target audience. It is more important to understand the customer's current situation and offer a suitable solution. When sending a message with the purpose of selling, first of all, the psychological state of that person should be taken into account, and an individual relationship should be established with him before a commercial message.
2. You compete with your competitors.
The new marketing reality: You're competing with your customer's best experience.
Customer expectations were at an all-time high even before Covid-19. The emerging Gen Z loves to integrate technology into every aspect of their lives. This directly affects shopping behavior.
With Covid-19, digital transformation happened within a day. Customers' expectations of online services from companies have become limitless. This is currently observed with maximum customer expectations.
3. Customers trust that you have what they want.
The new marketing reality: Customers think it's important that you have the products and services they want.
If consumer expectations continue to rise, we must strive for new values related to customer experience in both B2C and B2B contexts. Consumers today expect any experience to be convenient, affordable, value-for-money and seamless. In other words, they only worry about not getting what they want when they want it.
4. You must put your customers at the center of your marketing strategy.
The new marketing reality: The customer must be placed at the center of the customer journey.
We all know the customer-centric concept. It is important to remember that marketing is just the beginning of customer relations. For example, in a B2C context, we start this journey first with engagement, then directly or indirectly lead them to sales, and assume that they will become brand advocates in the hope that they will stay.
Marketing can be seen as a field that connects the relevant dots during the customer's experience with products and services.
5. Relationships are important.
The new marketing reality: Relationships are everything.
Customer relationships are important. For example, the advertisement itself first makes a promise to the consumer, and then tries to keep this promise with the product it offers and the service it provides.
Within the framework of the realities brought by Covid-19, the importance of relationships has become more evident, especially in the B2B field. Teams with an online sales environment and strong relationships experienced less anxiety in this situation.
In the context of B2C, we see that trust is important. It also plays an important role in the value exchange between the consumer and the company.
6. Your brand must be backed by successful products.
The new marketing reality: Values must stand behind your brand.
According to the research conducted by the EY Future Consumer Index, increasingly factors such as trust, ethical service and social responsibility have begun to surpass the factors of quality, price and convenience in the responsible/service purchasing of consumers.
For this reason, in the post-pandemic period, marketing plays an important role as a wider promotion of brand values.
In the era of new marketing realities, it is necessary to follow a different marketing strategy than before. If you also want to adapt your brand to the post-pandemic era and achieve your goals, we are ready to help you as "Sharaf Media" advertising agency.
