The World Is Changing: How Marketers Are Responding

Marketers Haven’t Put the Brakes on Marketing, but They Have Adjusted Their Approach

Certainly, in the current environment as well as in times of economic downturn, the highest priority is to strengthen your connections with your current customers. When commerce begins to return to normal, these connections will be crucial for closing gaps between your goals and performance.

  • Continuing to communicate and engage your customers with content that is relatable and relevant
  • Using automation and personalization to be responsive to customers’ in-the-moment needs-especially on mobile
  • Motivating customers to opt into additional channels (mobile app, SMS, web notifications) to establish as many direct connections as possible
  • Communicating through multiple channels to test and learn where customers are engaging most regularly during the current environment
  • Over communicating just for sake of keeping up your brand presence
  • Messaging as usual: Re-consider the campaigns you have in market and make sure the content and tone are still appropriate
  • Sending any message that could be seen as opportunistic or taking advantage of the crisis

Communications Are Taking Shape in Four Categories

Leading brands are sharing customer messages that fall into the four categories listed below-which also serve as a great rule of thumb for future messaging. If a message does not fit into one of these categories, closely consider whether it should be sent.

  • If you have physical locations, are you sharing basic information about which of your stores are open, and what your hours are, reflecting real-time changes-on all your channels, but especially on your website and in your app?
  • Are you sharing details about new ways to interact, like curbside pickup or online ordering?
  • Are you providing new or adjusted offers (free trial, access to services or information that’s usually behind a paywall, etc.) that customers should know about?
  • For example, if you’re a clothing retailer, create a contest, social event or hashtag around favorite WFH outfits.
  • Socialize your loyalty program. For example, offer loyalty points to customers who are posting photos of themselves wearing your clothes.
  • There are thousands of examples of businesses large and small pivoting to support their customers via online services. Exercise classes, virtual concerts, virtual forums and more. These are all opportunities to support a need for virtual, social engagement- don’t miss out.
  • If you don’t have the resources at the moment to create your own online experience, consider partnering with or sponsoring a brand or influencer who does. For example, a brand could partner with a band or a DJ to host a virtual show -then use SMS, mobile wallet and other channels to share these events with your audience and encourage attendance.
  • If you have a loyalty currency, use it to incentivize your customers to complete certain activities or accomplish challenges. These activities don’t necessarily have to revolve around transactions; look for innovative ways to keep them engaged.
  • Add a game component to your app
  • Partner with complementary brands to create cross-brand games/promotions
  • Ranking top games, sports moments or athletes
  • Voting on favorite movies or actors
  • Surveys on vacation spots
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Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic.