5 Marketing Truths in Our Changing Reality
I co-wrote this article with the brilliant Beverly Debolski of Straight Up Marketing.
There’s no shortage of predictions about what our post-pandemic, post-civil unrest world will look like. Some will undoubtedly be more accurate than others, but one thing is true: There will be a new normal, and it will look much different than our old normal.
Truth No. 1: The future isn’t changing, it’s accelerating.
The trends pre-coronavirus — everything delivered, digital education, direct-to-consumer, etc. — now have even more momentum. “Things won’t change as much as they will accelerate,” writes Scott Galloway, marketing professor at NYU Stern School of Business and entrepreneur. “While other [crises] reshaped the future, COVID-19 is just making the future happen faster.”
Truth No. 2: Businesses that adapt will survive.
With our present transforming into the future at warp speed, the only viable strategy for businesses, brands, and organizations that want to not only exist but thrive in our new reality is to adapt. “In some ways, business mirrors biology,” posits venture capital firm Sequoia. “As Darwin surmised, those who survive ‘are not the strongest or the most intelligent, but the most adaptable to change.’”
Truth No. 3: Marketing must adapt even faster.
And your marketing is no exception. Not only are customer behavior and priorities changing, tighter budgets require marketers to be more strategic and focused on the few things that really matter.
Truth No. 4: Act decisively and imperfectly.
So, where is a marketer to start? Take action. “In the face of chaos, the stakes become lower in some ways,” says Emily Singer, marketing manager at Alma and the voice behind the popular marketing newsletter Chips & Dips. “Because there’s no playbook, there’s no clear right or wrong. So the only thing left to do is try.”
Truth No. 5: Get busy failing and learning.
To adapt to a new reality, trying new things is a requirement, and below we offer up some ideas on how you can do so strategically in your marketing. “The key is to fail, learn, and improve quickly. If you’re constantly learning and improving, your evolutionary process will look like one that is ascending,” writes Ray Dalio in his book Principles.
So, what do these truths mean for you and your marketing? COVID-19 and an unraveling economic situation have dominated the last few months. But now, new situations are emerging. Once again, we marketers, businesses, and citizens find ourselves in new territory. How do you move forward? Let your customer be your guide.
The Framework: Put Your Customer First
Set aside your agenda as a marketer and as a brand, and put in the time and effort to figure out what matters most to your customer. Why? Recent events have likely upended the lives of every single one of your customers. As a result, their needs and behaviors, as consumers and as humans, may have changed.
The successful, modern brand isn’t all-knowing: Pause and seek to understand how your customers’ needs have changed. What does their life look like right now? What are they struggling with? What do they need, in general and from you? And don’t be afraid to ask (in one-on-one interviews, surveys, social media, email, etc.). Having all the answers isn’t important (or possible), but being in constant dialogue with your customers is.
Meet them where they are. Much of our — and your customers’ — lives right now are spent at home or online even as communities start to open back up. How can you build bridges between the two? How can you make your product or service relevant and useful in this new reality?
Take Action: 3 Ways to Put Your Customer First Today
1. Focus on building relationships with existing and new customers.
Relationships require at least two parties, in this case, your brand and your customer, and the strongest relationships provide value for both. The good news? You don’t need big ad buys to build relationships. No matter the size of your marketing budget, you can:
Be helpful. Instead of going in for the hard sell, think about how you could help your customer. Consider providing an answer to a question they have about a topic related to your product or find a way to help them better use a product or service they’ve already purchased from you. Or, create a tool to help them navigate this moment.
For example, if you’ve ever selected a paint color for your home, you know it can be a tedious and shot-in-the-dark task. So, Clare, a direct-to-consumer paint brand, created its ColorGenius tool to help you find the right paint color for your project from its curated color palette. (You can also purchase adhesive paint swatches to test the recommended colors — no paint, brush, or trip to the hardware store required — before you commit to a hue.)
Being helpful could also be as simple as packaging your content and products in new and timely ways. For example, NYT Cooking created a collection of recipes that can be made from items you likely have in your pantry.
Be human. All too often, we forget that our customers are humans and that brands are made and run by humans. Business really is all human-to-human interaction, so don’t underestimate the value of connection. The best way to build relationships with your customers is to lead with empathy and treat them like people.
For example, Beverly has a limited mobile data plan with Verizon. Recognizing that she might need more data during social distancing to keep in touch with friends, family, and colleagues, Verizon gave her 15 GBs of data for free so she doesn't have to think twice about communicating or consuming content.
As a guide, we like the simplicity of the HEART Framework: Humanize your company, educate about change, assure stability, revolutionize offerings, and tackle the future.
2. Honor the moment.
These are not normal times, and your brand should not be acting as if it's business as usual (unless that’s what your customers want from you). Collectively, we’re in a bit of a strange place, between how things were and how they will be and your marketing should reflect that. Here are three ways to honor the moment:
Be generous. Now is the time to go the extra mile, no matter how big or small, because we all need some extra comfort and compassion. For example, in the past two months, USAA has given back millions of dollars in auto insurance premiums. Because fewer people are on the roads, there have been fewer accidents to cover. Rather than keep the profits, USAA decided to give the money back to its members.
Be respectful. Acknowledge that our lives are different and that people are suffering. However, avoid saying things — like “we’re all in this together” or “we stand in solidarity” — if it isn’t true and you’re unwilling to back it up with action. Action speaks louder than words.
For example, on March 16th, The Citizenry, a direct-to-consumer home goods brand, asked its Instagram followers, “What would you want to hear from us? Would you like us to continue sharing our regular content, would you like us to change things up, or even take a step back in time?” It then followed up with a post that reflected what it heard from its followers.
Sometimes the respectful thing to do is to simply say nothing. If it isn’t kind, true, or necessary it may not need to be said.
Be humble. It’s important to mention again that a brand’s job isn’t to have the answers or solutions to the many problems we collectively face, so don’t act like you do. It’s okay to say, “I don’t know,” and defer to experts, whether people or organizations. And it’s okay to be honest about your brand’s imperfections and what you’re doing to improve.
For example, in an internal email, the CEO of a global tech company, recognized that he doesn’t have all the answers and invited input from thousands of employees: “I welcome your suggestions on how we can make a meaningful difference together. My door (and email) are open, as always, to each and every one of you.”
3. Re-evaluate what you measure and call success.
If your goals and strategies change, then so should your performance metrics. It’s critical to measure everything you’re doing to know what’s resonating with your customers. Metrics will also inform how you adapt your approach as you experiment and try new things.
Relationship metrics are about engagement and commitment. With this lens, for example, growing Instagram followers may be less important than substantive comments on your posts and visits to your profile page. Personalize email content to your most valuable subscribers and see how they engage. And obviously, purchases show commitment to the brand.
Customer Satisfaction is the ultimate measure of success. Now is the time to quantitatively and qualitatively square your brand with customers. Your Customer Satisfaction Score (CSAT) can be measured formally and informally through your website, live chat, product reviews, and customer service or sales teams’ feedback.
It’s also the time to address common pain points in your customer’s journey and double down on optimizing those experiences to reduce any friction: confusing pathways in UI and user experience and gaps in content that could help your customers solve problems faster. Abandon rates, support calls, email unsubscribes and service cancellations all point to actionable, tactical ways to make your customers’ lives easier. (What better time to do that than now?)
Constraints Will Set You Free
Effective marketing during a global pandemic and unprecedented economic situation isn’t so different than during more stable times. The key is to put your customer first and to embrace constraints: Tighter budgets let you off the hook from pursuing programs and pet projects with vague ROIs, freeing you to focus on marketing that truly matters.
Don’t quit the race, investing in marketing is more important than ever, but it is time to adjust your pace and strategy. And remember: It’s all an adventure. Go out there and be brave.
Beverly Debolski is an integrated marketing executive and founder of Straight Up Marketing. She led global marketing teams at Autodesk for more than 10 years, and most recently transformed the marketing practice at EO Products (EO and Everyone brands) as the company’s VP of Marketing. Her marketing philosophy is driven by her belief that everyone’s success begins and ends with the customer. You can find her at: straightup.marketing
Tavaner Sullivan is a content and brand strategist. She has a master’s degree from Northwestern University’s MEDILL School of Journalism, and has worked in magazines and content marketing for the past 14 years. Tavaner has collaborated with some of the country’s biggest, most beloved brands, including Staples, Costco, EO Products, J.P. Morgan, California Closets, and Tastemade. Her superpower is harnessing the power of insight, strategy, and story to build brands and drive growth.