As a New York-based, boutique advertising agency, we have certainly felt the impact of the COVID-19 crisis on our business. From one client partner pausing all marketing, to another needing quick adjustments in order to sustain revenue, we’ve had to redefine benchmarks and protocol left and right in order to navigate the current market.
All the while recognizing that the digital landscape as we know it will never be the same. Even as a light begins to appear at the end of the tunnel, and a sense of “normalcy” feels tangible, we find ourselves wondering “what will be the ‘new normal’ in marketing?”
Cut to SocialQ’s 4 guidelines for rediscovering “digital resonance” in preparation for life post-pandemic:
Take a step back and digest.
A lot has happened for you, your business, and your audience over the past few weeks. Emotions are still running high, but now is the time to ground yourself in the challenges your audience faces. Acknowledge how their needs have changed and how you can help.
Reimagine everything.
Benchmarks are now outdated, media consumption across all demographics has shifted, and most importantly, user behavior is unpredictable. In order to survive, your digital branding, presence, and outreach tactics must pivot if you have any hope for acquisition. Get comfortable with the idea of throwing out your rule book, and prepare to take some risks.
Be sensitive and relevant, but not opportunistic.
We’ve all heard phrases like “We are in this together” and “Now more than ever” from companies across the spectrum. Templated messaging has saturated the mass audience. Now is the time to find your balance between selling/promoting and being sensitive/genuine. In this context, a hyper contextual, and socially aware digital presence is key. No tone deaf generalizations allowed.
Don’t just sit back, take action.
What is certain is that people will identify with the brands that own the “new normal” conversation, as opposed to those who ignore, postpone, or just flat-out fail to address it. Whether you have paused your campaigns, or tested an ad-hoc, in-tune approach, as demand and spending pick back up, don’t sit back. Assess how your product or services fit within the “new normal” and tailor your communication accordingly.
Consider these 4 guidelines when it comes to evaluating your next steps. Remember, your point of resonance still exists, it’s merely changed position, now poised in the discomfort between what you’ve been used to and what you’ve been forced into. Embrace that space – it’s where you’ll redefine your purpose and story in the most compelling manner.
Take a deep breath and step forward. And if you need help reimagining your “new normal” in a way that resonates – hit us up.