Mar 27

COVID-19 a new era of technology

As the world moves towards working on a digital platform, I want to share some tips that can help you and your team get through the changes.

Undoubtedly, this is a moment in time that will change everything. Even though Australians are at the very beginning of this pandemic response, it is certain to have lasting impacts on the psyches and shopping habits of all consumers.

eCommerce: Evaluate an existing or new online business model. Brands should take this as an early warning sign as to what eCommerce might look like in 2023. I call the current economy the new economy because as working professionals we need to focus on the opportunities, not the negatives. In the new economy you need to assess your marketing mix and invest in digital facing, revenue generating platforms that allow you to generate sales in an environment where there is no human interaction. Technology is the only source to stay connected and accessible so you need to think about how you can use technology to improve or create an online business model.
Brand equity: The most valuable currency in the world is attention. It’s never been easier to reach prospects, but it’s never been harder to keep and leverage their attention. Marketing strategists should have a hard think about how to cut through the noise to get their ATTENTION and work on effective digital catchments to LEVERAGE their attention into real sales. Move away from basic first name, email, phone number forms and create more effective and intuitive methods to capture leads or sales through online channels.
Work on your P’s: In the ever-evolving digital age, we often get distracted by the over-rated shiny toys, which shifts our focus away from fundamental marketing strategy such as the 4p’s – referring to product, price, promotion and place. These fundamental principles are the foundation upon which all sound marketing strategies are built upon. However, the unfortunate reality is that marketers today spend so much time in communications without appropriately considering the strategy that their brand’s message becomes unclear because it wasn’t well thought through. Today, while consumer confidence is low, effective communications alone is not going to cut it. I encourage businesses to stop and re-think or re-focus on their fundamental values and implement effective strategies in order to succeed in this new economic climate.
Don’t signal your brands desperation: These are tough times for businesses large and small, and they’re going to get tougher in the coming weeks and months. Companies can be excused for wanting to keep customers buying, but they cannot be forgiven for making their self-interest and desperation evident in marketing communications.