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Seemingly no one is unaffected by the stay-at-home orders and quarantines. Brands, agencies, technology companies—organizations in every industry are settling into the new normal and many are re-thinking their approach to marketing and their messaging. (See Infutor’s tips on how brands and marketers can prepare for an influx of traffic and how empathy can position them for success)
Recently, we spoke with a group of leaders across different industries to share their recommendations on some of the best practices for communicating with clients and prospects now and in the near future.
Each executive emphasized taking care of their employees and communities as their first priority, while offering insights on how other organizations can adapt their messaging by leveraging content, technology, and lesser-used channels during an unprecedented modern crisis.
Digital marketing and data management technology company SRAX specializes in helping brands unlock data to find their core consumers and characteristics across all marketing channels. SRAX’s Chief Operating Officer Kristoffer Nelson emphasized that brands should keep messaging simple and direct during difficult times, and that they might make the biggest impact through an often overlooked channel.
For location intelligence data specialist Loqate, a GBG solution, the first point of business was to clearly communicate its response plan to internal team members across the world. The health and safety of employees and their families was the main concern, so quickly adapting business and work guidelines to enable remote and flexible working was paramount.
Loqate’s Senior VP and Commercial Director Justin Duling also shared how the company is staying prepared for the return to “normal” and recommended other brands take a similar approach.
Marketing agency Asymmetric has been actively providing guidance on its blog during these uncertain times. Asymmetric’s founder and CEO Mark Hope recommends that other agencies and brands should take a similar approach by creating helpful and relevant content to remain engaged with clients and consumers through trying times. By creating value now, Hope says, organizations will be in a better position to convert when the client is ready.
The mission for real estate company Homie is to streamline transactions to make home buying faster and easier. The company does that by uniquely combining technology and expertise. Homie CEO Johnny Hanna has continued to lean on technology and recommends brands find innovative ways of their own to leverage tech to stay engaged with consumers.
In unprecedented times, it’s more important than ever that brands recognize what their consumers need and be ready with the right content or offer. Infutor CMO Dave Dague urges brands to stay cognizant of the situation but approach messaging with an added emphasis on sensitivity. Brand trust and loyalty are bolstered by proving they have a deep understanding of consumers and where they are in the buyer’s journey.
No one knows when the crisis will end, but one thing is certain: business as usual has rapidly changed in a big way. In addition to taking care of their employees’ health, brands and marketers must adapt as the situation evolves and stay engaged with clients and prospects while continuing to provide value in order to remain healthy themselves.