In the era of Covid-19 brands are expected to lead through their actions and show empathy through their words. It’s a massive shift as marketers step up efforts to drive customer connection and, at the same time, sustainable and positive impact for their brand.
Both outcomes are built on a deep understanding of customers and the capabilities to adapt marketing and messaging, delivering more fluid customer journeys and more insightful campaigns. It’s the solution marketers must execute and the challenge they must accept. To complicate matters, it comes at a time when everything we thought we knew about our customers — from when they commute to their communication preferences — is changing. Data is more important than ever to help us rewrite the mobile marketing playbook to adapt to customer needs and how they have changed so much in such a short time.
“Whilst the core principles of marketing and advertising remain relevant, the winners in this new landscape will be those marketers focused on data in marketing, those who truly understand the new behaviours of their existing and potential customers and are able to swiftly and comprehensively act upon this data,” says Chris Babayode, Managing Director of MMA EMEA. “To successfully navigate this potential data minefield, marketers must have a strategy in place that relies on clarity, transparency and compliance, while still providing a value exchange for their consumer,” he adds.
On a global level, the MMA has already launched the most comprehensive central resource for information on the coronavirus pandemic as well as guidance for brands on how to navigate marketing during the worldwide crisis: MMA Covid-19 Marketer Support Hub. But great resources abound and many different brands and experts leap into action to help marketers. That’s why we’ll be bringing you a series filled with resources of special interest to MMA Germany members in weekly blog posts — making the resources you need easy to find.
The need for social distancing means people are staying at home more — or even entirely — but that doesn’t mean there aren’t still opportunities to reach your customers in the physical world. GroundTruth data provides insight into how traffic patterns have changed, particularly in pedestrian traffic to businesses. Updated weekly to assure you have the latest information, this resource will let you know when and how people begin to emerge again.
Key Takeaway: While restaurant traffic is, predictably, hit hardest everyone from drug stores to garden centers are still seeing foot traffic.
In a series of articles, Lucy Sinclair, Director of Market Insights at Google, takes a deep dive into what the data tells us about the concerns people have in this extraordinary time. Everything from food shortages to financial strife has people concerned, but they’re also interested in at-home fitness and work-from-home solutions.
Key Takeaway: If you can help customers cope with their concerns or solve new problems, now is the time to speak up.
Over at Forbes, MobileGroove’s Peggy Anne Salz makes a case for putting profits on the back burner and putting your ads budgets toward showing users how you’re helping to make a difference. That may be easier said than done when marketing budgets are being slashed, but this article includes a list of martech and adtech companies putting their money where their mouths are with free trials and more.
Key Takeaway: Now is not the time to shrink into the background — customers want to know how you’re pitching in to do your part.
As we continue to navigate these murky waters together, we would love to know if you have resources you’re relying on or sharing with your customers. Send them to email@example.com for consideration.