As part of a webinar series, here at M4G we’re looking at the big themes and macro marketing dynamics that the Covid crisis has thrown up. Clearly nobody can predict whether some or all of them will be with us permanently. But as marketers, we’re considering what the Marketing New Normal will look like. Here’s our list.
- Physical distancing will continue . Even when governments relax the rules, people will remain nervous about coming into too close proximity with others. In public spaces, but also in shops and leisure & entertainment venues.
- Remote working will accelerate even more. The days of travelling every day into the office are ending. We hear that even as movement restrictions are lifted, business people are much more reluctant to travel to take face-to-face meetings if a meeting can be carried out remotely. Will we need such large offices in future?
- More broadly, digital working methods and tools will be the norm. We’ve spoken for years about ‘digital transformation’ (did anyone really get what that meant?). Now it’s here and we can finally see what it looks like. Even larger companies and government bodies (who have traditionally had conservative I.T policies) will adopt more dynamic & progressive digital ways of working. Expect laws and rules around digital transformation, data & privacy to be in the news even more as we grapple with the implications for personal freedom.
- Customer Data. Yes, there’s going to be even more of it to deal with. As more and more businesses move to online methods of selling, they’ll have many more ‘direct’ relationships with their end customers. This has repercussions technically, legally and not least from a marketing perspective. Importantly, lots of businesses will need a proper CRM platform & strategy.
- Supply Chains. Will businesses pivot back to having more localised supply chain partners? The crisis has shown that sourcing product from halfway across the world can be very fragile. Furthermore, when key components can’t get through, we miss deadlines.
- There’ll be ‘Bigger Government’. There already is of course. Governments across the world are intervening in the workings of the free market on a scale that we haven’t seen since the 30’s & 40’s. For economies to recover, this looks set to continue for years to come.
- We’ll start listening to Experts again. The last few years has seen a swing away from politicians taking account of ‘Experts’. A rejection of expert advice whenever it didn’t fit a political narrative or stance. In the Covid crisis, the voices of Experts are suddenly louder again and are unlikely to be silenced for a while.
- There’ll be a search for Authenticity. In the UK, arguably the biggest brand out there right now is the National Health Service. It has gone from an ignored and sometime vilified monolith, to a trusted saviour. Brands (and individuals) that are false, trivial or in any way fake will be called out a lot more.
- So might your ‘Values’ become more important? From a marketing point of view, have clearly expressed Brand Purpose which resonates with customers. It’s essential.
- We will live our lives outdoors more. The crisis has seen an exponential rise in the use of outdoors spaces, in walking and cycling. Outdoor living will continue.
- Physical Shops will decline. The use of online shopping & home delivery has jumped and we won’t be going back. Interestingly, a survey found that Amazon’s percentage share of online trade has actually declined slightly as loads of independent business have been forced by the crisis to create an online delivery offer from scratch. (Source Klaviyo Marketing Automation Survey of 4000 UK & US shoppers, Mar/April 2020)
- There’ll be a search for ‘Community’. In a direct repost to Margaret Thatcher’s 1987 comment that; ‘…there is no such thing as society’, UK PM Boris Johnson said in a crisis speech that there is. The crisis has shown up those who have tried to behave ‘individually’ or seemingly selfishly.
- Finally, FUN will be back in fashion! Clearly as soon as we’re able, all ages will want desperately to start enjoying life again!
No doubt more issues and trends will emerge in the coming weeks & months. One thing is for sure – there will be a Marketing New Normal and as marketeers we have some huge challenges ahead of us to adapt & implement.
Photo: Cheng Feng, Unsplash