Zoom, I Am Your Father… How To Launch A Post-Covid Marketing Rebellion

It’s make or break hour for post-Covid marketing.

The virus right in front of you, the future ahead, it can feel as if you are drowning. 

However, drowning can be an opportunity to look at the corals beneath you. 

Meaning, every hardship can be used as a means to better yourself. 

Whilst you might not think it, your competitors have already got their armbands on and are swimming to safety. 

Strategies have been devised and they are looking to how they can use the lessons learned by the virus to their advantage. 

This article will therefore suggest possible methods to use the experience from the virus and how to best apply it in the future. 

If you’re interested in any sort of social media marketing, we can help you to both engage and maximise the potential of your service or product. 

Do not hesitate to contact us at Shape The Market!

What you might not realise is that the virus has already changed a great deal.

From embracing new features of digitalisation to a new economy, Covid has forced the market to change. The virus has made working inconvenient.

However, it has made access to clients easier. From being able to video-call from the comfort of your home to having enhanced communication. These are not simple fads of the time. Post-Covid marketing is turning towards the digital.

Zoom for example is perhaps one of these services which will stick. In 2014, Zoom had 30 million meeting participants. In 2015, it grew to 100 million.

And in March 2020, Zoom reported more than 200 million meeting participants every single day.

What the virus proves is that working from home is doable, however not entirely viable. This suggests that some of the tools available are useful but the environment perhaps is not. So, what can we expect as a result of more digitalized communication being tested?

Simple, instead of meeting clients for coffees and general one-to-one meetings, it will be moved online.

Your online platform with your consumers and client base will have much more pressure to provide a service. This can take shape in some sort of update service or more generally, increased communication. A raised expectation of what was doable during the unexpected, to what can be done during the expected will be imposed on many of us.

Because surely, if you can maintain such a close connection during tumultuous times when work becomes smooth sailing again you will be able to maintain this?

Rightly or wrongly, the bar has been raised and you must learn to lift it.

Maintain closer connection and above all, give greater accessibility to the service or product you provide and your team as individuals.

We’ve all found ourselves in that situation during the virus. Do we go out, or sit back and order.

Many of us chose the latter option and from the comfort of our home fill our fridges and shelves. According to Statista, online orders increased dramatically from a consumption low of 5% in January to a height of 55% in mid-march.

So what, this could be only relevant to the context of Covid?

Yes, it rightly could be, but bad habits die hard.

What we can expect is that e-commerce generally will decrease but a margin will stick. According to Shopify Plus, even without considering the impact of the virus, eCommerce will reach a value of $4.5 Trillion.

So this means that post-Covid marketing will see an increased demand for online eCommerce service.

According to SmallBiz Trends, 74% of small businesses do not have an eCommerce site.

Simple solution – move your service or product online because there will now be a common expectation that this is the case.

Having selective hearing is a gift I’m sure many of us are blessed with.

However, the virus has also caused selectiveness in many aspects of the industry.  From consumers having their ideas of a steady income put under strain, their purchase power has been effectively drained.

However, this does not mean it is non-existent.

Whilst many marketers have entirely given up during this time, the attitude should be to rethink the strategy.  The generic strategy has been made redundant at this time.

Quality, accessibility, and personalisation will all become normalised as a result of the virus.

For example, emails should have a more personal image.

Post-Covid marketing will be more detailed as it will be more persuasive and less coercive. Mediocre content will be culled.  For those who manage their SEO effectively, this will be a new Golden Age for you.

For those who don’t, learn more here.

It might seem humorous to compare a child’s game to that of business.

However, many economists have compared the post-Covid marketing boom to that of 1920s America.

This means that, while people will be more skeptical of buying, consumer curiosity will be at an all-time high.

Other services that are derived from tourism, like cafes, theatres, and any other entertainment-based services will equally see a high influx.

This was seen in China, where they declared victory over the virus and opened their tourist sites.

They soon became flooded with tourists, leading to it shortly closing there again after.

So what can we learn from this?

If we do not prepare for mass pressure on our service, it will lead to our inevitable economic demise.

And another one gone, and another one gone.

Queen might have been a good source of literature to reflect how department stores are closing on a mass scale.

We have all noticed that people-based services are suffering the most.

From Primark Furloughing 68,000 of its staff to, as of recent, Topshop filing for bankruptcy. It’s clear that the economic impact of the virus is non-discriminatory.

What the virus reveals is how fragile consumerism is to disruption and how out of date it is.

Responding to this is the most important factor. How best to respond to the demand for the provision of mobile services?

A way of doing this is through training programmes, teaching their employees how to provide mobile services, and lifting the bar of new forms of communication.

This will create a platform that shows consumers that you have adapted and wish to retain them.

Such a platform can include responsive apps, a high-quality website, and an interactive online presence.

According to data, only 10% of small businesses have mobile apps and according to B2B research, only 64% of small businesses have a website.

Perhaps before the virus, this could have been a common standard.

However, post-Covid marketing force us, as Darwin put’s it, to ‘adapt or die’.

And they’re off – it only took them a few months. This competition we are all facing is a hard one.

A fragile economy on our left, a looming recession on our right, when can we finally take a breath of fresh air? Very soon.

Opportunity lurks around every corner, especially after business after business closes.

However, this will not be permanent as companies begin to re-emerge with effective post-Covid marketing strategies. According to HubSpot, 70% of marketers actively invest in content marketing.

However, one thing that drives searches, especially organic searches is video content.

According to Omnicore, Video content is 50 times more likely to drive organic search results than plain text. This means that strategies have been invested in but not the right ones.

The time provided can allow you to adjust according to what creates the most amount of buzz.

For example, updating websites, creating an accessible eCommerce site, mapping out online posts for the future, creating a video series, or even enhance your online presence through blogging.

Launching a rebellion post-virus can be hard, especially when there is a distraction.

X-wing factor on TV, I’m sure is a rebel’s favourite.

However, despite the economic destruction the virus has brought, it has provided plenty of time for respite.

Time, in particular, to think and mull over strategies, using the experiences gained from this lockdown for a future marketing procedure.

This can take shape in many forms.

From a new app to a more in-depth content-based mechanism to attract consumers, there are many ways that adaptation can occur.

What is for certain, however, is that the wall being faced is a climbable one.

The climb might be arduous, but every challenge is a motivation to push your marketing team to its limits and beyond.