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Trends that have changed marketing and recovery for good post COVID

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The ‘new normal’ is a term used daily since the pandemic and applies to almost every home and business across the UK. As the wearing of face masks and social distancing look like they are here to stay for the foreseeable, so too are numerous other now accepted practices that seemed alien to us just a short time ago.

For businesses, and marketing departments in particular, this has led to a shift in the way we work. The most lucrative organisations will be those able to adapt to the new normal and view changes as vital to not only business recovery following Covid-19, but to celebrating ongoing success for years to come.

Here, we explore how marketing can work with these changes and drive business recovery in 2022 and beyond.

1. Social media continues to increase in popularity

Social media has been gaining popularity for the last twenty years or so, but statistics show an obvious increase in social media usage throughout the pandemic. It makes perfect sense…everyone was locked down, social distancing or isolating, staying in touch virtually instead of in-person. And perhaps had more time on their hands to browse online channels, too.

How marketing can support: Social media is not going away any time soon and marketers can use the increased online presence to their advantage. Now is the time to revisit social media strategies, selling opportunities and targeted advertising options. YouTube was the most frequently used platform during lockdown, so make sure you are updated on the latest trends to shape your marketing activity.

You may even consider employing someone dedicated purely to this area. A Social Media Manager may be the perfect addition to your team at a time when social media is an invaluable business tool.

2. Virtual meetings and online business are booming

Who had heard of Zoom pre-2020? Today it is a household name and more social and business meetings take place online than ever.

Similarly, online buying is more frequent with many of us having continued to buy groceries via the web post-lockdown. And big corporate companies have experienced record figures over the past couple of years.

How marketing can support: The way we do business and consume goods and services has changed perpetually. To reflect this, your marketing team can play a leading role in taking your business online.

From revisiting website user journeys and enhancing or implementing e-commerce platforms, to developing apps and creating more online content such as webinars and podcasts; there is a whole wealth of opportunity for strengthening your online presence.

Marketing can also work closely with your IT department for training your teams and promoting the best software for effortless internal and customer-facing virtual meetings.

3. Entrepreneurs are everywhere

When COVID rocked our economy, redundancies and furlough were rife. Pair this with homeworking being ever more acceptable and manageable and perhaps this is testament to the number of new businesses having skyrocketed in the past couple of years.

How marketing can support: Marketing leaders can leverage this trend by rethinking your marketing strategy to include how new SMEs could impact your business. If you are B2B focussed, consider tapping into this potentially new tranche of customers. How could they benefit from your products/services?  Or, have new entities created potential partnership opportunities or even additional competition for your organisation? Whatever their bearing on you, your marketing team can provide lots of ideas for navigating new market opportunities or risks.

4. Consumers have more options than ever

Increased online activity has provided consumers with choice…and lots of it. An inability to physically shop for some time, and even access favourite items or amenities online, meant individuals were more likely to try something new. Some shoppers were able to enjoy more disposable income during lockdown and many people had more time to browse goods and services and simply felt like it was time for a change.

The result? A lack of brand loyalty.

How marketing can support: Marketing is key for brand building and your marketing leader will work proactively on re-engaging with existing customers, but also attracting new. Brand loyalty is not built overnight and unfortunately this is a trend that will probably be here for some time too. But your marketing team can plan for connecting with lost or new clients through a wide range of creative mediums. It may also be time for a brand refresh, or a tweak to your products and services, but a strong marketing plan is key to getting you back on track.

5. People continue to think local

Lockdown forced people to stay at home and to buy locally or online. Despite companies now being open again, travel has decreased and the way in which people do business has altered.

From buying goods locally or arranging home delivery, to accessing wellbeing services or workouts online, the tendency to participate in face-to-face interactions has declined.

How marketing can support: Marketing can help you to reflect on demographics. They will reassess your target customers and align marketing activities with any changes. From concentrating on a more local audience, to retaining clients who are further away, marketing is fundamental in identifying and implementing any necessary changes in the way you operate.

Key to managing all the above trends is adaptability and the ability to modify your business and marketing activities so you continue to navigate the lasting effects of the pandemic.

Marketing is a crucial component in your road to recovery and in achieving long-term objectives. Get in touch today to start your search for the perfect marketing specialist to join your team.


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