Marketing’s new challenge: Moving to the next normal


Change is an inevitable fact for every business. There will be many uncertain situations for organizations. The management must have the ability to overcome these situations. This is especially obvious in marketing, where the very tempo of change is constantly quickening.

Today’s marketers are facing such a challenge. This pandemic situation was never expected by them. Now, it’s the time for change. They have to make effective decisions and build new strategies to overcome this challenge.

Most of the businesses are beginning to reopen their operations. For communicating the message, an effective communication strategy is required. Because, sometimes there may be issues of perception.

Your communication strategy should call for developing a set of coordinated statements, polarized according to the communication mediums you use (email, social media, video, etc.) to communicate your message.

These three steps will help you to tailor your strategy.

1.  Communicating a reopening message tailored for each channel

          Pasting a long statement from the CEO to email and sending it to the whole mailing list is a cliche, and it will not be much effective nowadays. Rather than mailing statements or listed facts, you have to communicate with empathy. This helps you to stand out from the crowd.

Here’s one example: Instead of the CEO letter, shoot a short video of your CEO speaking directly to customers and then use video-in-email technology to embed the video in an email.

2.  Plan sensibly.

All strategies will not work in all businesses. A successful strategy of a firm may fail in another business with different nature. So, you have to identify which will be more effective.

For example, if we put a countdown timer of sales in our business portal, this be a stupid move. Because, in this pandemic situation customers are afraid to do shopping in public.

Think through the perception of your message and how it aligns with your authenticity, empathy and the public position your brand is taking.

3.  Change your segmentation plan

In traditional segmentation, you may segment according to high spending, frequent buyers or new buyers.  But In this situation, this may not be much influential.

You have to segment and communicate the message according to demographic region, business conditions and other factors. We have also considered the sentimental characteristics of the audience.

It’s not an easy path to fight our way out of our immediate crisis and on to the next normal. Let’s use our collective intelligence and business experience to find the right way.


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