Marketers should tailor campaigns based on the consumer’s evolving needs during the crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2020, 12:03 PM UTC

90% of consumers appreciate brands that go the extra mile to deliver relevant and timely information during the pandemic, according to Valassis.

With COVID-19 disrupting the status quo, marketers must find compelling ways to engage consumers. Businesses need to identify their prospects’ new needs and priorities and tailor their campaigns and messages, so they resonate with their consumers.

Organisations must understand consumers are still looking for normalcy in brand messages. Brands should leverage data-driven hyper-local engagement strategies while delivering supportive and empathetic communication. They should offer real value like incentives and promotions that align with consumer needs.

Marketers can leverage social media, CTV and influencer marketing to engage with consumers at a personal level. They can also use the traditional mail to send marketing promotional as consumers are now more enthusiastic about receiving direct mail.

Read the original article

[6 minute read]