目錄
In recent years, with the continuous development of internet technology, marketing trends have been constantly changing. Traditional marketing methods are no longer applicable in today’s era. Additionally, the global impact of the COVID-19 pandemic has significantly altered people’s lifestyles, leaving an indelible impact on consumer markets. In this new post-pandemic era, how should one approach marketing effectively? What changes have occurred in consumers’ mindset? This article will answer these questions one by one.
The Pandemic Forces Companies to Accelerate Transformation
In 2020, the global outbreak of the COVID-19 pandemic brought about substantial changes, not just to people’s lifestyles but also compelled many businesses to undergo digital transformation. Faced with customers staying at home, internet technology became the most crucial tool for crisis management. The food and beverage industry initiated delivery services, and physical stores gradually introduced online services. The download rates of various applications saw a significant increase, and companies continued to invest significantly in cloud technology. The evolving demands of consumers and the accelerated transformation of businesses have elevated the importance of online marketing to a new level.
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Core of Corporate Marketing Strategy—Ensuring Consumer Satisfaction
At any time, the core of business marketing is to satisfy consumers. With the outbreak of the COVID-19 pandemic, consumer habits have changed, requiring a corresponding shift in marketing strategies for businesses. This is particularly evident in three main aspects:
One, Personalized Marketing
With the advancement of technology, the influence of advertising is steadily declining. To capture consumers’ hearts, personalization is a simple and effective method. According to Mary Meeker’s 2019 report, globally, 91% of consumers prefer brands that offer personalized products and services, and 74% of consumers are willing to actively share personal data for a personalized experience.
Of course, achieving genuine personalization for each individual consumer is quite challenging for businesses. Consumers also do not want companies to have complete knowledge of their information. What truly resonates with consumers is when businesses tailor information and services based on their past behaviors, such as inquiries or purchases of specific products from the company.
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Two, Conversational Marketing
Various social platforms continue to permeate people’s lives, becoming an integral part of daily routines. After the outbreak of the pandemic, social platforms also became essential tools for people to maintain emotional connections. Conversational marketing, on the other hand, involves one-on-one communication with customers through online social platforms. It aims to build emotional connections, discover potential users, and ultimately achieve marketing goals.
According to survey data from Twilio, 90% of consumers prefer faster and simpler ways to communicate with businesses. In the current landscape, where marketing messages inundate consumers, only 43% of consumers respond to unfamiliar messages, and the open rate for marketing emails is as low as 20%.
From this, it can be seen that conversational marketing is almost a necessary marketing method for businesses in 2021. However, engaging in one-on-one conversations between business customer service and a large number of customers is impractical. Handling too many customers individually can lead to various issues, such as slow response times, incorrect responses, or even responding to the wrong customer. This is where chatbots come in. Using AI technology to replace human customer service, a well-designed chatbot can save businesses a significant amount of labor costs.
three, Social Media Marketing
Human beings are social creatures, forming various communities even online. People’s reliance on communities remains steadfast, and in the current landscape of fragmented information, consumer trust in communities becomes even stronger. Higher conversion rates can be achieved within these communities. Businesses, therefore, need to identify the right communities, engage with consumers, and continuously explore potential users. Communities go beyond cultivating consumers into fan bases; it is about turning fans into brand advocates to maximize the benefits of community marketing. Thus, communities have become a critical battleground for major brands.
The key to successful community marketing lies in finding the right community. Different consumers have distinct interest profiles and exhibit varied driving behaviors. It is essential to choose the appropriate platforms and create tailored content for different audiences. In Teng Muramatsu’s book ‘SNS社群行銷術’ (SNS Community Marketing Technique), it is mentioned that a group of people with common interests gathers to form an SNS (social networking service), and SNS serves as a community platform, such as Facebook, Instagram, YouTube, etc. Facebook, with features like fan pages and groups, combined with sustained interaction, is suitable as a brand’s sub-official website and for personal brand management. Instagram, known for its thematic visual content and stories, facilitates deep connections with fans, enhancing brand highlights and is suitable for visual content management. YouTube, as a video channel, is suitable for audience engagement through video content, increasing brand exposure.
In the new era, marketing strategies will undergo significant changes. However, regardless of the time, the core of all marketing activities is to tightly grasp the hearts of consumers. Understanding consumer behavior and intent is the primary consideration and direction for every business. When planning marketing strategies, it’s crucial to effectively use appropriate tools to meet consumer needs.
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Last Updated on 2024-01-24
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