In March 2020, marketers scrambled to find quick fixes to accommodate the COVID-19 threat. At the time, most hoped that these measures would be temporary, much like the quarantine itself. Fast forward a few months, and that’s most certainly not the case. Coronavirus is still running rampant in some countries, particularly the United States. What seemed like temporary circumstances have become the new normal.
As companies adjusted to a world where in-person contact is limited and customers struggled with a faltering economy, marketers adapted, and new strategies emerged. Far from the quick fixes they were originally meant to be, these quarantine marketing trends are challenging the status quo and shaping the future of marketing.
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It’s all about transparency, even in hard times
If you’ve been following our #MarketingAmidCorona series, you may have noticed that transparency is a recurring theme. Employees are sharing photos of their homes, families, and pets as they work from home indefinitely. Brands are suggesting new hygiene and social distancing techniques. Previously silent execs are writing blog posts about the future of their companies. By this point in quarantine, any company that’s not totally transparent about the situation is worth questioning.
This trend seems straightforward enough on paper, but keep in mind that in some situations, transparency might be uncomfortable. That doesn’t mean you should shy away from it, though. Right now, customers are choosing which brands to trust in a permanently changed world. Showing transparency through good and bad times is among the best ways to earn that trust.
Relationships are more important than ever before
Tons of brands like to make noise about establishing real relationships with their customers. But how many are actually following through? In the coronavirus era, “relationships” isn’t simply a marketing buzzword; it’s a necessity. Establishing long-term relationships with socially distant customers requires open lines of communication, whether that’s via social media, email, your website, or various other platforms.
Let’s face it – it’s going to be a long time before most people are comfortable shopping in physical retail stores or attending live events again. It’s more important than ever for customers to voice concerns, share their stories, and generally get in touch with their favorite brands. These capabilities have gone from luxuries to expectations in just a few short months, and it’s not likely to disappear anytime soon.
Digital experiences have gone from “nice-to-have” to “must-have”
It’s been a year full of cancellations, from movie releases to conventions to festivals and concerts. One by one, the events on our social calendar are disappearing, and people are turning to video chats and virtual happy hours to fill the void. But it’s not just individuals who are looking to digital replacements for in-person interaction; many companies are also recreating some of their biggest events for an online-only world.
Here’s one industry that got it right early: with Fashion Week canceled around the world, some countries stepped up and organized digital fashion shows, including the organization behind the high-profile London Fashion Week. Meanwhile, the Penny Arcade Expo (PAX), which regularly draws tens of thousands of attendees to its gaming and geek culture celebrations worldwide, is replacing its annual Seattle and Australia shows with a nine-day-long online convention. As time goes on, these digital experiences will help brands stay relevant during quarantine, while those without a digital solution are bound to fall behind.
Contactless solutions are here to stay
Admit it — before the COVID-19 pandemic, you didn’t put a ton of thought into your favorite brands’ hygiene processes. You’re not alone, but those days are gone for good. Even after coronavirus dies down (which doesn’t appear to be anytime soon), consumers are now hyper-aware of how germs spread and how to minimize the risk of contracting them. That means the contactless and risk-management solutions that have cropped up during quarantine are becoming permanent fixtures.
We’ve previously praised Doordash for its swift response to the pandemic, and for good reason. By implementing contactless delivery back in March while most companies were still scrambling, the delivery service started a trend that’s helped keep delivery apps and local restaurants in business. Minimizing contact while still serving your customer base is the new business as usual, and there’s no reason to scale back on these hygiene-friendly solutions in the foreseeable future.
Social media is for more than just marketing
Even rookie marketers understand the importance of social media when it comes to brand promotion, but it serves a higher purpose in the time of corona. Rather than strictly suggesting products, brands use channels like Facebook, Twitter, and Instagram to connect with customers in new ways. If you don’t already have a dedicated Social Media Manager, now is the time to invest in one, because this might be the only human connection you have with your customers for the rest of the year and beyond.
Going forward, marketers won’t simply think of social media channels as another venue for advertisements and hype-building, but as an extension of their brands’ identities. That means customer-facing social media accounts should be active, conversational, and engaging, even if it’s not likely to result in a sale.
The year we wished for when the ball dropped and we popped the champagne doesn’t look anything like the year we got. As a result, what was once normal now feels bizarre, while new business and marketing strategies have unveiled innovative solutions. Quarantine marketing trends are becoming permanent fixtures, and all it took was a few months of being stuck at home to create this new normal.
