Author:Shiraz Khan, Founder Director, Spicetree Design Agency (SDA)
future-forward look at post-COVID-19 new normal
overcome. As the world undergoes an unprecedented global health crisis,
businesses in nearly every consumer category have ground to a halt, bearing a
vague future that could look a lot complex than anyone anticipated. Most
noteworthy, it is important to contemplate the world after Coronavirus to
expedite the restoration.
will inevitably emerge. This involves changes in lifestyle and dramatically
changing consumer and business behaviours as well. Undoubtedly, many of those
behaviours will remain long after the defeat of the virus.
Marketing tech companies as the budgets were cut. But on the other hand, it has
done something which no amount of brand advertising could do over the period.
It made consumers change their ‘preferences’, which has never been easy to
change; they are headstrong and often impassive to marketing communication
appeals. But surely a pandemic changed the game faster than what brands could
have ever imagined.
more than one ways in the long run. COVID-19 appeared as a catalyst in this
situation, which online companies and e-commerce firms would have been praying
for, although the mass mortalities and the contagiousness were not part of the
long-term social interactions, events, personal contacts and what products and services
will better serve them in the new post-COVID-19 world.
everyday purchasing online is a reasonable option to venturing outdoor and
surviving long queues at busy supermarkets.
goods and services can be ordered online, which makes this a busy time for
internet can accommodate a source of enjoyment while other mediums are not
Media has proved to be a useful tool for staying in touch with friends and
family who cannot be visited in person under these circumstances.
companies may struggle post-COVID-19. But the smart companies will adopt a
proactive approach to understand what changes will occur and be ready to
adjust their products, services and strategies quickly to meet current and
future customer needs.
this favourable impact, gaining customer insights on need changes are
critical to making this short-term success permanent.
many businesses, the question going forward is, when will their customers
come back? But even more important and more under their control is, what
will they need to deliver differently in terms of product or service
features and benefits?
the inevitable marketing budget cuts, cost-saving from creative and
content production is one area prepared for the use of technology to save
huge amounts in production costs.
1:1 Consumer Marketing becomes an imperative change, considering the
latest shift in consumer demands.
Strategies will require advanced methodologies to achieve the best results
with continuous experimentation and agile decision processes. Performance
must be flexible and have real-time components.
to select and deploy powerful Social Media Management tools. Social Media
Management Tools help companies correlate with their audience on a
one-to-one basis and maximise engagement.
ultimate goal of the performance is to maximize the ROI of digital media,
hence connecting the right audiences with a relevant message and call to
actions, sounds like a plan.
fore, it is now. Billboards that would normally have been observed by thousands
now hold empty streets, fewer people are venturing out to get newspapers and
nobody is holding events. With so many more people online and for longer
durations, the chances of online marketing are greater.
redesign their strategies. Digital marketing teams must change their media
plans and campaign calendar as soon as possible to prepare for the re-launch
phases by re-activating and re-engaging. Precedence for all the future
campaigns must be given to boosting lifetime value and customer experience, as
well as delivering a purpose-driven and significant brand.
Most noteworthy, the marketers need to be well-equipped to respond with updated
strategies for a different, post-pandemic world. Rise now! It’s time to realign
your marketing budgets based on the new marketing existence and consumer
|Shiraz Khan, Founder Director, Spicetree Design Agency (SDA)|
Agency (SDA) is a
multi-faceted marketing firm that was founded by Shiraz Khan in June 2004. The
Mumbai-based company’s creative insight allows them to offer a gamut of
services in design, digital, and development spheres. Their experience in
digital marketing, print design, website and development has made them one of
the leading marketing agencies. Views expressed in the article are of the author.)