Build long-lasting relationships with customers by providing value and proving useful amid crises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2020, 12:32 PM UTC

A human-to-human business model adopted now could help companies work towards their longevity.

This piece talks about how businesses must retain the human element while executing marketing efforts amid uncertain times, such as the current pandemic. A company must be part of the broader community and try to be there for its customers instead of just selling a product.

Crises also present businesses with an opportunity to “open up their services” and provide greater access to premium features at no additional cost. Brands can use this time to take their free demo products to the public.

Brands could explore providing important information and sharing useful resources. Such an effort could help build long-lasting consumer trust. Advertising messaging, if any, being released amid the pandemic must be empathetic and inspiring.

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[3 minute read]