New Consumer Behaviours That Companies Need To Cater To
Working from home is now considered to be the new normal, and social distancing is something that everyone follows and will until the COVID-19 threat ebbs. Just as people are finding new ways to work and conduct their business, many marketers are also working remotely.
They are learning new things every day about how they conduct their business and how they position their branding to reach their audiences. Changes in various personal habits such as being at home for dinner or not scheduling any social visits or play dates for their kids are all aspects that change how people consume online content. Let’s dig deeper below on the new consumer behaviours that companies need to cater to.
Ecommerce Has Picked Up
Many unique online behaviours have emerged over the past few months. Ecommerce has seen a definite uptick in sales. Due to increased screen time, a more significant number of ads are being engaged. How those ads look is also changing. With uncertainty in the world and many rapid changes in consumer behaviour, marketers continue to collect and analyse data.
This is a crucial aspect of all types of marketing strategies; now more than ever, when things have changed significantly within a short period. A marketing job involves determining what consumers need well before they need it. People don’t know what they need, because they don’t have the answer to how they would navigate a quarantine.
But different types of data can be used to zero in on preferences and consumer behaviour, to help guide the way. While it can be a little unsettling to have to start from scratch and think up new marketing strategies to shift to the new normal, you can take advantage of this time. Re-evaluate the efforts that you are making, and plan for times when things will go back to normal.
Consumer Behaviour, And How It Has Changed During the Pandemic
It’s not challenging to determine how consumer behaviour has been altered lately. To get a better understanding of this, we just have to look at our own families to see how differently we live and work today. Many people are now spending significant amounts of time online. They are communicating with one another using social media platforms and comforting and treating themselves with online shopping. In specific industries, this has led to an increase in website visitors & conversions.
However, some sectors are struggling. Regardless of where your business falls on this new scale, you must start collecting some data to understand the changing habits of your audiences. Take the time and make the efforts to understand what your customers are now doing. Talk with various customer experience teams to determine what their interactions look like today.
When you conduct intensive marketing studies, it will help you visualise and track journey-based metrics. These metrics will help you identify the things that consumers are now doing differently. Use the current data to contrast and compare consumer behaviour from before the pandemic. You can use this data to identify the gaps in customer experience so you can strategise the best ways to address them.
Data Is The Best Way To Find Out What Will And Won’t Work
While it is crucial to measure customer journeys, you can use data science to predict which content will resonate better with your audiences. Many marketers are finding that using imagery which depicts human connection and travel isn’t practical any longer. Ads that have sick emojis or terms like ” sleep” or “rest” in their ad copy are being accessed much more than before. While social distancing, people are now creating a more significant number of data points than ever.
You can use artificial intelligence to predict patterns and trends in advertising and marketing. This information can also be used to engage targeted audiences on various social media platforms. You don’t need to use any guesswork to determine what your audience is attracted to; data can help you know this with certainty.
This particular strategy works regardless of which brand you are focusing on. There is a surge of popularity in cleaning products, grocery stores and businesses that deal in essential commodities, without increasing marketing. But certain brands have to make an effort to pivot away from the campaigns they may have scheduled previously.
As mentioned, you can take this opportunity to pause and relook at what your audiences want. Adjust the images and copy to fit the current tone so that your customers can relate to it. Regardless of whether they are looking for helpful, uplifting or informative content, they should be able to find it easily.
How to Create New Ad Elements
Let’s take a closer look at how data can tell you what will work more effectively for your campaign. For example, if you are a restaurant owner, an image of a crowded restaurant would not work at this point. Even a video of a family with their dog walking down a sandy beach is imagery that will probably have a negative effect. At a time when people around the globe are practising social distancing, the ad elements that you create have to relate to how people are living today.
Take a look at your existing creative to understand what has performed well, and can be incorporated into your current advertising campaign to draw audiences. Add a timely twist to freshen up the creative, so that you can make a better impact today. It means that you will still be able to use your existing assets, if you are not able to create the perfect elements from scratch.
Most marketing experts are still trying to figure out things as they go along. However, even in this hard time, you can rely on data to give you a clear view of things that will work and the ones that you need to stay away from. The pandemic has proved to be a world-changing phenomenon which is reshaping markets across the world.
Consumers are still getting adjusted to a new reality, and marketing experts have to do the same. If you want to succeed in your advertising efforts, you have to be able to anticipate the changes in your consumers’ behaviour. The strategies that you plan have to take a long term view because the effects of the pandemic on consumer behaviour are going to last much beyond when the pandemic fades away.
Some Trends to Keep in View
Here are some trends that have emerged as the new normal:
- Consumers are spending a significant amount of time viewing online videos and other media. This trend is to sustain even post-pandemic.
- Consumers find brands that focus on their specific needs more relatable during this challenging time. It means that you need to make some changes that will help your consumers. For example, you can help build robust online communities, make charitable contributions and address various coronavirus concerns.
- Responsible messaging is more appreciated than quirky branding, and community support and sustainability are looked upon as qualities that a reliable and accountable brand will have.
- Getting the tone right is vital. Depending on what your product or services are, try to communicate how your brand can be helpful to consumers in daily life.
- It is also crucial that you should not exploit the pandemic as a commercial opportunity. Most consumers are veering away from brands they feel are doing this.
Hire Experienced Digital Marketers
Since there are so many different aspects to take into account when it comes to marketing during this unprecedented time, it is a good idea to work with experienced marketers that are creative and innovative with their approach.
For customized responsive web design services and custom/ template sites, CRM automation, and results-driven digital marketing strategies, call Digital Canteen on 02-9025-4304. Discuss your project details, and we will get your project started as quickly as you want.
Thanks for reading,
Digital Canteen Team