The pandemic prompted an enormous shift in shopper behaviour, with information from McKinsey suggesting that digital adoption leaped ahead 5 years in only a few weeks in 2020. Many manufacturers are nonetheless hurrying to meet up with the large adjustments compelled upon them over the last 18 months.
The difficult lock-down durations noticed two-thirds of shoppers discover new methods of purchasing, and their expectations flipped – whole buyer experiences all of the sudden needed to be remodeled. Gyms went digital. Supermarkets turned supply firms. Michelin-starred eating places become meal-kit retailers.
Convenience is so ‘yesterday’
As world shopper outlook shifted virtually in a single day, ‘high quality’ and ‘goal’ eclipsed ‘comfort’ or ‘availability’. Meanwhile, the previous regular was rejected. Trust in social media plummeted to 35%. Less than two in 5 individuals believed companies had been efficiently placing individuals earlier than income. By October 2020, 86% of individuals globally mentioned they needed to see the world develop into extra sustainable and equitable relatively than return to the pre-Covid establishment.
Rising to the larger social problem
A small variety of manufacturers have been fast to reply to this new sense of social goal, launching campaigns to assist well being employees and supply deprived kids with free meals and homeschooling know-how. Coca-Cola, for instance, paused its marketing spend in 2020 to focus on reduction efforts, then returned with Open Like Never Before, a collaboration with George the Poet. The marketing campaign urged individuals to take care of and embrace the optimistic adjustments of lockdown, and supplied instruments and price range to allow hard-up hospitality venues to share their tales and promote their companies on social media.
But for a lot of manufacturers, the present problem is to maximise digital funding to create alternatives and stand-out digital experiences that promote a return to development. Invariably, this requires a totally new method to digital planning.
Fortifying your brand with enhanced content marketing
As manufacturers emerge from the pandemic and embark on the method of rebuilding, it’s clear that many marketing methods are in pressing want of redesign. It’s not merely about shifting price range away from the hubris of brand promoting to richer, extra human storytelling. Succeeding on this new shopper panorama means smashing down the partitions between marketing, digital, gross sales and CRM. It means reimagining groups and processes, embracing experimentation and embedding resilience.
That’s why we’ve launched The Mediablaze Content Marketing Maturity Model that can assist you benchmark your efficiency – and enhance it. Change might be painful, and there are undoubtedly extra robust occasions forward, however the alternatives have by no means been larger for the manufacturers that embrace agility and empathy – the cornerstones of subtle content marketing.
How to enhance your content marketing in 2021
Navigating these difficult occasions requires a extra mature method to content marketing. This is why we’ve created an in depth whitepaper that can provide help to go from ‘good to nice’. Produced by our specialist crew of content strategists, this piece offers an operational and measurement framework for content marketing, and clearly outlines methods to elevate your content marketing sport.
Download your copy now
Talk with the content marketing specialists
In addition to our content marketing whitepaper, now we have produced a collection of technique merchandise based mostly solely on clearly outlined duties and outcomes designed to supercharge your digital expertise. Whether you could have an hour to spare, or need to deep dive into your enterprise challenges, our goal is straightforward – to ship content marketing options which might be tailor-made to your explicit drawback. Get in contact with the crew — we’re completely satisfied to assist.