The importance of all things digital has never been more prevalent, with most of us spending MORE time on our smart phones than ever before. Companies and brands are pivoting their business models as we navigate the new normal that has come from the huge global impact of Covid-19, and it’s no longer enough for them to simply have an online presence. It’s not just about posting User Generated Content and inspirational quotes; consumers expect to be able to create deep, authentic connections with brands that are aligned with their thinking.
We’ve shared our thoughts on how we can expect our digital lives to change in a post-pandemic world, and what this means for brands when it comes to marketing online.
Virtual Hangouts
We’ve seen a monumental increase in the use of digital video platforms such as Zoom, HouseParty and even now Facebook, with the introduction of Messenger Rooms. We’ve been forced to re-think the way we communicate with family and friends on a daily basis, and whilst these apps are gaining popularity now, we still expect them to be integral in our daily lives as we slowly head back towards ‘normal’ life. It’s become obvious that social media and messaging apps are no longer enough – we want to see and hear our loved ones, and we’re connected like never before.
We will also see this shift prevail in our professional lives, as many companies start to introduce ongoing working from home policies and fast-track their own digital transformations. Video conferencing will become the norm, particularly as focus shifts to ongoing sustainability and the impact of constant business travel on the environment. Companies are assessing their own needs and considering how they can best serve and communicate with their clients and their colleagues in the digital era.
But what does this mean for brands?
This is an exciting shift, and gives brands the opportunity to connect with customers and influencers in a way they never could before.
Customers are increasingly seeking more educational and useful content online, and according to Wyzowl, 86% of people would like to see more video from brands in 2020. Out of these, 36% say they’d most like to see more educational/explainer video style content, with 14% wanting to see more product demos. Brands can take advantage of this by hosting exclusive online events with industry experts, virtual PR launches or Q&A sessions with customers, giving them the opportunity for two-way communication to really get to know their audience.
In order to be successful using virtual hangout platforms, you need to consider what your goal is. Arguably, you’re likely to achieve better brand awareness doing a social ad campaign that has the potential to reach thousands of people. But, the opportunity to engage with your consumers can have a monumental impact on conversion and brand advocacy, building trust and authority with your audience by showing them just how credible your brand is.
We will also see this become much more common for brands and influencers as platforms such as Facebook begin to introduce monetised broadcasting.
Ecommerce
It was inevitable that ecommerce sales would eventually overtake traditional retail, but this shift has been accelerated due to Covid-19. Companies have been propelled to act quickly if they want to stay afloat, keep up with their competition and continue to serve their customers on a regular basis.
Post-pandemic, digital commerce will continue to offer convenience for consumers, and we could expect to see the start of an ecommerce-dominated world. Consumers want to be able to quickly compare products and prices in an instant, and with AI and personalised marketing becoming more common, we can quickly find what we want, when we want it. Ecommerce gives us the opportunity to browse and buy when WE are ready, which is often outside of traditional retailer hours.
We’ll start to see the emergence of more Virtual Pop-up shops, with the opportunity for brands to consult, entertain and influence consumers like never before by bringing the excitement of a Pop-Up store into online spaces.
This will have a huge impact on branding and merchandising, with budgets originally being spent ensuring products are in the right store in the right location, suddenly being repurposed into other channels. Customers will expect an exceptional and instagram-worthy experience before considering whether or not they’ll visit a physical store – meaning that in-store experiences will be used as marketing tools to strengthen a brand and engage with consumers on a one-to-one basis. Tone of voice will become even more important as consumers lean towards brands with purpose, and those brands who stand up for what they believe in, have strong positioning and speak the language of their audience will be the ones who will succeed.
This also poses a HUGE opportunity for small brands and local companies, giving them the chance to get directly into the hands of consumers who would otherwise have bought from internet giants such as Amazon. Huge digital platforms are making it easier than ever for small companies to integrate e-commerce into their offering, including being able to shop directly through channels such as instagram and facebook.
We’ll also start to see more of our everyday services being taken online – imagine having an appointment with your doctor, mortgage advisor or personal trainer without even having to leave the house.
Social media becomes more… social
Over the past few years, social media channels have become an increasingly passive place to hang out; we’re all guilty of spending hours mindlessly scrolling through our feeds whilst being bombarded with advertisements and brand sponsorships. Whilst no-one can deny the power of influencer marketing, consumers are slowly becoming more switched off, and are going back to using social media platforms for exactly what they were designed for – being social. We are less impressed with the perfect, aspirational world that is portrayed on Instagram, and are looking for something more real. We want education, interaction and connection.
Live video is on the up and engagement is higher than ever before – driven by the likes of live cooking lessons, exercise classes and live news reports. Live video offers smaller business an affordable way to market their business and share their expertise, and sessions can be saved so that people can watch them over and over again (particularly great if you’re a product-based business). With people being able to send questions in real time, live video is also a great tool to help you better understand your customers and what they want, creating two-way conversation and engagement.
Another interesting shift is the rise of Facebook Groups. Although the Facebook group is nothing new, these platforms offer a space for likeminded people to meet online and discuss their favourite topics; whether that be their pets, their skincare routine or their mental health. According to Facebook, 1.4 billion people use groups every month globally, and people are willing to welcome brands that can offer genuine value into their online communities.
If you’re using your Facebook group to simply bombard your audience with marketing messages, you’re doing it all wrong. Your group doesn’t have to be huge, it just has to be valuable; and you’ll find that naturally as people turn into brand advocates that you see an increase in sales and repeat customers. Customers want exclusive experiences (think Facebook live sessions or behind the scenes content), coupons or discounts and, most importantly, genuine conversation. Get people talking about your products, providing recommendations and sharing knowledge and soon your community will run itself.
Finally, when it comes to social, customer care is crucial. We know that the crisis has caused problems when it comes to delivery times, availability of stock and complications with returns procedures, but it has also given you the opportunity to strengthen relationships with your customers like never before. Brands must ensure that their communication is second to none, as consumers expect nearly immediate responses to questions and queries 24/7. It’s also important to consider HOW you’re communicating with your customers. Your team should be friendly, succinct and empathetic, delivering human responses and solving problems quickly, to avoid lasting damage to your reputation.
The post-pandemic world will demand authenticity like never before. The crisis has been a huge wake up call, and has demanded huge cultural, social and economical shifts, which will be felt for years to come. Because of this, consumer habits have changed for the long-term as we become more aware of our impact on the environment and assess what’s truly important to us. Brands who offer genuine value and community and play a meaningful role in peoples lives will be the ones who stand out and succeed.
