As we near the end of a second month of social distancing and changes to the way we live, C7EVEN Account Director Susie Laurence explores the need to adapt communications and marketing to a new way of operating.
At C7EVEN, we’ve been working with our clients to navigate the challenges that Covid-19 has brought with it. We simply can’t continue to do things the same way we’ve always done them, and adapting will be the key to surviving and remaining relevant in the current environment.
It’s not business as usual and won’t be for a while in many cases. But does this mean we put the brakes on all our communications and marketing until things return to ‘normal’?
Life after Covid-19 will likely look very different to before, so waiting it out is not an option. Research this week from the Marketing Society shows that cutting marketing spend in a downturn is a short-term solution, leading to a brand emerging from the downturn weaker and less profitable. Further, marketing and communications play a fundamental role in providing consistency and connection during times of crisis. Now is not the time to stop. Now is the time to review (planned activities), pause (if necessary) and pivot (to stay relevant).
What does your scheduled content look like for the next few months? Is it still appropriate and relevant given the different environment we now find ourselves operating in? These are important questions to be asking immediately.
Next you should be thinking about what the next 12 months look like in terms of marketing and communication plans. What needs to pause? What needs to pivot? And what could be added knowing what we do about the current environment.
We’ve been guiding our clients through this process and there’s one constant theme – Covid-19 has reinforced the importance of digital communication in keeping us connected. As we bunker down in our homes, we’re consuming a higher volume of digital media than ever before. Our heavy reliance on digital platforms to continue our work and collaboration with colleagues, clients and customers remotely is evident in the uptake of platforms such as Zoom.
So now we know where our market is and how they’re consuming media, what’s next? The answer may just lie in dialling up your digital marketing. But make sure you review, pause and pivot first!
If you’re keen to hear how to remain connected to your audience and provide consistent, reliable communication at a time when your audience is looking for stability and continuity, we’d love to collaborate with you!