In times like these, marketers need to change the way they communicate so brands stay healthy during Covid 19. Quarantine is changing the landscape for marketers. And, in this new environment, connecting with consumers digitally is essential.According to a Berlin Cameron/Perksy study, a large percentage of millennials believe that marketers can play an important role during the coronavirus crisis. Although the way consumers interact with brands is different, they are still interested in what brands have to say. This means that marketers need to adapt to fit the consumers needs.
Social media = innovative engagement
With so many people spending more time at home, internet usage is even higher than normal. Consumers may not be able to physically visit brands at the moment. However, with all of the extra time on their hands they can attend virtual events. The ability to interact with a brand during this time helps customers feel less alone while quarantined. Supporting consumers during difficult times with events such as a virtual work out will only help your brand in the long term.
Influencers are now “homefluencers”
Like everyone else, social media influencers have also been affected by COVID-19. To stay relevant, a lot of these individuals have become homefluencers and found ways to connect with their audience. Influencers understand where they fit into a consumer’s life during a crisis and have to adapt to new situations. As a result, homefluencers can be highly effective in educating audiences on social impact initiatives or simply entertaining customers while promoting their favorite brands.
Simple messages that address COVID-19 and social responsibility
Brands should keep their messages simple, obvious, and informative. Young consumers tend to reward a brand that they believe shares their values. Thus, this is a good time for brands to address COVID-19 and deliver socially responsible messages. Messages that focus on the human element are likely to enhance effectiveness. Messages shouldn’t be about selling but showing that they care for their customers.Carolina Macedo, the author, is Project Coordinator for Marketing Keys. She has been helping properly communicate our clients' brand and our brand through Social Media, newsletters and blogs.