2020. It’s a weird year. And it’s only June.
This year feels like it has gone on for FAR too long. Due to the constant and evolving problems on our globe, people have felt inundated with the news, virus and poor economy. We have a lot to deal with and the current problem facing America is a real one!
Due to this constant news feed of doom – People have probably already forgotten about the State of Emergency that was called in New South Wales Australia. I bet many people forget Teflon Trump’s Impeachment trial started in January. Or what about BREXIT? For months and even years BREXIT was constantly in the news cycle – and now radio silence with the impact and fall out. And let’s not forget Harvey Weinstein finally being sentenced.
With all of the above happening this year (most within Q1) How is marketing supposed to keep up (or be seen or heard) during these times? And, should marketing be promoted right now?
Here are some things we are noticing right now with regards to marketing and companies. We’d love to hear your thoughts.
1. Brands have a real chance at listening and hearing what their customers want and delivering on it
Now, more than ever, is a great time to sit and listen. Listen to the problems your customers are facing and help them. Create a shared value proposition and give back to your community or to a cause that is near and dear to the hearts of those that support you.
It’s really time to start using social media as a customer relationship management (CRM) and not just a pipeline to MQL’s and SQL’s.
2. Values and Core Values Need to Be clear and Prominent
Tell stories. Edutain your audience but be authentic – be human! As we become more confined to our homes due to curfews and covid there has never been a better time to be online and in front of a captive audience. Brands could experience increased views in platforms and content. A word to the wise – you need to remain close to the true values at the heart of your brand and don’t be blinded by numbers; often relevance in relation to subject matter is more important than reach.
3. The Continual Scientific Experiment is getting even more experimental and experiential
This is an exciting time for markets and businesses alike – assuming everyone is ready to pivot and be in a constant state of change. For the very first time early adopters are normal – thus we need a new name for “early adopters”. This makes it harder to see where brands and content will go. This disruption requires us to look at branding, marketing and working in a new manner. So, the company and the market should look at this time as a constant framework of experiment. Reporting and data will be paramount at this time. Understanding the user behaviour and the why will be the juxtaposition one wants to constantly visit.
4. The Talent Pool is bigger than ever and those on top keep rising (bring them to your brand)
This is an interesting topic. We see many agencies attempting to transform their business across a vast array of sectors. Talent pools are being reorganized and reassessed as more people find themselves unemployed. Right now can be equated to the early days of the internet. Many are not sure where social media and SEM should be housed or who should be responsible and accountable for it. What we see happening is that companies are allowing agencies and third-party social marketing platforms define this for them. They are trusting their brand and messaging to people who are one or two steps removed from it. Now is probably the time to bring in-house talent on board. You will most likely get to choose from the best and the brightest with the mass amounts of layoffs.
5. Influencers and what they mean
Social media has changed the meaning of influencers forever. Media propaganda always tries to influence the conversation and big brands have always influenced buyer habits but now with social media the platforms are not really reaching everyone or anyone. Instead these platforms are proxy’s for influencing people by influencing people who influence them and that’s starting to influence how brands and companies see themselves.
One thing we think will stick is that brands and people who get marketing right during this time will set the bar and redesign advertising for the next foreseeable future.