The coronavirus pandemic has, in the past year, transformed individuals, societies and businesses around the world. As connections were being pulled apart, the marketing industry in particular, desperately scrambled to keep its stakeholders together.
Unfortunately, many businesses have suffered because of this but amongst the lucky ones that have kept it together the selling of goods and services have changed in many new ways— possibly forever.
So how has the world of marketing changed over the past year? We will address this question, looking at 3 ways COVID-19 has changed the future of the marketing industry.
A virtual future
Regardless of how the economy recovers, day-to-day marketing operations will look substantially different than they did pre COVID-19 times. Remote work supported by digital communications apps like Zoom and Microsoft Teams have gained mainstream acceptance, as companies including Facebook and Twitter plan to authorize their employees the option of working from home permanently. Many smaller and consumer brands have also planned to follow that lead as many experts have realized that a virtual setup in many cases, can speed up production rather than decelerate it.
Although internal marketing teams can work closely despite the physical distance, this is likely bad news for external agencies, which have already been put under pressure by layoffs and other cost-cutting measures.
One crucial aspect absent from the remote setup might still leave marketers wanting to get back to the office: the community and culture that can drive real breakthrough creativity and industry connections.
More with less
The pandemic has forced marketers to find innovative ways to do more with less—money, resources, all of it. When it has come to getting the word out about products or services, marketers have been brutal with priorities and choose tools that are cost-effective. For example, they must look for technological solutions to help consolidate and move quicker with less while, at the same time, freeing up marketing resources to apply elsewhere—a positive mindset that may just last a while.
Low and no-touch product and service delivery
While much of our activity is digital, there is still a need for human-powered interactions in retail, such as the need for low and no-touch delivery of service. From QR code signage (ideal for menus), text messaging, curbside pickup and delivery, retailers are adapting service to meet the new standards and expectations around understanding consumer and employee health and safety.
Even with these changes retailers need to continue to find innovative ways to showcase products and services safely, leveraging augmented reality, virtual reality and via more robust websites that include ordering and/or e-commerce capabilities (How Covid-19, 2020).
References
How Covid-19 Will Have A Lasting Impact On Marketing. (2020, May 17). Retrieved
July 29, 2021, from https://www.forbes.com/sites/johnhall/2020/05/17/
how-covid-19-will-have-a-lasting-impact-on-marketing/?sh=a6ce870d9000
HOW COVID-19 HAS CHANGED MARKETING FOREVER. (n.d.). Retrieved July 29, 2021,
from https://adage.com/article/advertising/
how-covid-19-has-changed-marketing-forever/2309281
About the Author
Maggie is a grade 12 student, currently studying in Ottawa, Ontario, Canada. In the future, she is hoping to pursue a Bachelor’s degree in Management, finance, or another related field.