Marketing During COVID: Time is of the Essence
Although it may seem like this pandemic is going to last forever – the truth of the matter is this too shall pass. The final part of our four-part series about marketing during the COVID-19 pandemic covers the importance of timeliness and updating your marketing collateral frequently so it doesn’t become stale.
Part 4: Time is of the Essence
Many of you have probably heard the terms AI (artificial intelligence) and machine learning being thrown around for years. Yes, they’re buzz words, and yes, they have real, often very useful applications. Enter COVID-19. What each of us experiences today will likely be different than what we experienced yesterday, certainly than last week, and absolutely than last month.
As humans, there’s a limit to how much information we can process and how quickly we can process it. As marketers, what we say today will have a lasting impact on how our clients view us. If what we’re communicating is based on information we gathered weeks ago, it will at best come across as outdated and at worst come across as tone-deaf, ignorant, or insensitive.
Marketing to someone who had their salary reduced with a discounted commission offer, reduced flat fee, or free services like staging, closing, moving, etc. may be a smart move, but if that person loses their job altogether and your message doesn’t change, you’ll likely lose the opportunity to work with them in the future.
This is where leveraging machine learning and working with a trusted partner to analyze large sets of data is key. You may not have the time or ability to both modify what you’re saying on a weekly and even daily basis, and KNOW how what you’re saying needs to change based on your clients’, community’s, and the country’s needs, but that doesn’t make it any less crucial that you do exactly that.
Change your ad messaging frequently. Keep in mind the importance of staying true to your brand and maintaining a consistent voice throughout all communication.
Stay in the know – use resources like Google alerts, machine learning, and the help of agency partners to keep yourself and your clients informed in as near real-time as possible.
Use data to inform marketing copy – speak to your clients’ and community’s current needs AND ensure proper audience segmentation to deliver personalized messaging to each sub-segment of your customer base.
We know this can all be a little overwhelming, which is why we’re here to help. Whether you have questions about the strategies outlined throughout this series or need help making updates to your website or advertising strategy during this time of uncertainty, please don’t hesitate to reach out to our team via phone, email, or video call. Together we can navigate this pandemic and come out stronger on the other side.