The Humanized Digitization of Marketing post-Covid – Everything you Need to Know
- by admin
- February 8, 2021
The health, social and economic crisis caused by the coronavirus pandemic has made human beings rethink many attitudes, desires, and priorities. Such a pandemic will change the way we relate to each other on a personal level and the way we behave as consumers.
A challenge for marketers
Consumers have had to adapt to the new situation and modify some of their behaviors. This change in attitude will challenge marketers and their strategies in what has been called the ‘post-Covid-19 era’.
Proof of this change in people’s needs is that, in recent weeks, Google Trends, the indicator that shows the most popular search terms, has detected a growing interest in financial support resources. It includes loans and grants, which explain to us the importance of the new marketing. At the moment, the general population has less money to waste, so good marketing will make the difference between selling or not.
Taking into account the new reality, digital marketing must face its own ‘readaptation’ that allows it to continue to develop in a context in which a new consumer will prevail above all. Thus, in communication, marketing must not be opportunistic. It must provide content, reputation, and bet on transmedia communication, where the short video will reach a great relevance.
Internet, the new principal market
During the Covid crisis, there was, for example, in Spain, a hard lockdown for 42 days, which means that the Spanish citizens could only go out for basics groceries. So, now we focus on eCommerce strategies that must be more cognitive than ever, with total digitization to survive. It will also be a time to develop artificial intelligence applications, bet on big data, personalize messages to the maximum (brands will employ strategies of attraction, game, and digital experience), all in order for small businesses to compete with eCommerce giants.
If this pandemic has proven anything, it’s that logistics is critical to securing the supply chain –as we all saw in Europe the problems of supply masks and Covid tests- so it will need to be more agile and secure than ever. Physical operations will disappear to the detriment of online, in the same way, that the car shopping experience will increase (click and collect, for example) eCommerce logistics and parking. It is once again a profitable real estate investment due to the fear generated by the use of public transport during the pandemic.
Obviously, there will be a change in the traditional employee concept, as the trend will be to train them to provide a good remote service. The professional team has to be good in what has begun to be called ‘humanized digitization.’ Moreover, the new employees will need to have more knowledge in technologies than ever before.
Evidently, each of us has felt this new paradigm brought about by Covid-19 in our lives, both professionally and humanly, and what seems to have become clear is that we once again value above many other things respect for Mother Nature and sustainability; the public sector as essential (from everyone for everyone; we all depend on everyone), with science and healthcare playing a leading role; the need to save again in anticipation of the future; and the feeling of belonging to a group that protects us and strengthens us as people.
After the Covid stage, we are in a completely new world if we speak in marketing terms. So, now we need to focus on being different and highlight our products, making sure that we have a good eCommerce. Also, don’t forget a perfect team of human resources for taking care of our clients.