As 2020 began, many of us had personalisation at the top of our priority list. But then came the COVID-19 pandemic and many digital marketers had to pivot their strategies and move quickly into crisis-management mode. Existing campaign plans were thrown out overnight and we had to quickly re-focus on COVID-response communications and strategies. We had to navigate moral and legal considerations while accelerating our digital transformation pursuits to stay connected with our customers from their homes.
As we move into the ‘new normal’, whilst many marketers’ first instincts may be to throw out their entire playbook, there’s no need to start from scratch. In a Virtual Roundtable earlier this month, Acquia founder Dries Buytaert pointed out that the pandemic isn’t causing digital transformation, it’s accelerating digital trends that were going to occur in the next few years, now that there’s an immediate need.
The companies who survive are those who show agility and creativity and a willingness to adapt their digital experience to meet the circumstances, even if they’re in traditional “in-person” industries such as travel and hospitality. One great example of this is TimeOut’s ‘TimeIn’ - brand refresh which completely shifted their content strategy for their ‘stuck at home’ audience.
In a time of uncertainty (economic and otherwise), marketers should focus on what they know works and double down on nurturing and building relationships with their existing customers.
Offering Relevant Content
Isolated in our homes, the digital space is our link with the outside world. We’re relying on it to stay informed, keep us entertained and even to stay fit. Your website is the face of your business (more so than ever before) and the race is on to engage meaningfully with our customers via a slew of digital channels.
So how do you cut through the noise of bland COVID position statements and platitudes? You need to be relevant, useful and in context with your customer’s situation and needs. Personalised experiences, offers and services will be key to this.