The one lesson that us marketers should learn from this pandemic is this:
Nothing is guaranteed
No matter how well-strategised, thoroughly planned and carefully crafted your marketing efforts are, external elements are only a sneeze away to put a bug in the system.
Over these few unprecedented months, I have personally seen businesses fold, budgets dry up and projections cut. It’s all doom and gloom with lowered optimism and rising depression. I guess the only comfort (in a way) is knowing that no one is spared as the impact is far and wide across the entire world.
Lesson one is learned, yes? Fortunately, there is also another lesson from all of this:
Reaction is everything
Yeah, we’re down. But definitely not out. In this same few months, I’ve also seen businesses (and average folks) rise to the challenge. One of the clients I work with pivoted to a completely unfamiliar territory of selling face masks and PPEs – a reaction that was needed to keep salaries and overheads taken care of.
While most of us were ‘zooming’ during the lockdown, many people began their journey into online and social selling. I’ve been asked to join so many Facebook groups and pages that all I see in my newsfeed now are products that can be delivered to my doorstep. A small price to pay for supporting acquaintances I suppose.
Then there are those with reduced or sudden loss of income that have become e-hailing drivers, food deliverers, personal shoppers, home-based caterers, part-time bakers and the most novel yet – magician turned durian seller.
Such resilience, adaptability and dogged persistence is something that we can emulate as marketers.
But first, you need to have a strong brand foundation, insightful market knowledge and a sound communication strategy that considers every aspect of your business. Because I am pretty sure the ones that are surviving in the face of the current adversity, are those who are firmly grounded and strong in character to begin with.
While click-through-rates or the number of likes and shares do provide great metrics, they are not the end all be all. Building a synergistic and holistic marketing blueprint – though time consuming and tedious – is an investment that all businesses must consider, especially in these lean and uncertain times. I know, budgets may be as slim as the government’s majority in parliament, but there are always methods to do more with less.
Granted, we may not see pre-Covid levels of economic activity for at least a year, or possibly two. So why bother? It may seem logical to take a cautious approach until things somewhat recover and only then start to pay attention to your marketing efforts again.
But while you rest, there may be others in your market segment that are building alternate lead generation, sales and fulfilment channels. They perhaps may be putting efforts into improving page rank by revamping and optimising their websites. Essentially, they could be seizing the opportunities that are abound in the digital, social and interactive ecosystems.
These efforts may not bear fruit now. But once the market is mask-free, those who made a head start will be the ones to reap the rewards first.
One of the largest pharmaceutical companies Pfizer just a couple of days ago announced that they have successfully concluded initial trials for a Covid19 vaccine. In fact, there are 8 other vaccines being developed independently by other countries and pharmas, all showing good promise.
It seems like it is only a matter of time before the pandemic ends – I know, this sound like bold optimism because we have acclamatised to all the doom and gloom.
Nevertheless, the question now is do we rest and recuperate or react and take charge?