Is this the new age of Marketing?
Already some questions are arising: will this forced learning of remote work and collaboration continue once the viral conditions are lifted? Are MOOCs and online tutoring going to stay and give the push we always hoped for into the e-learning age for all?
While marketing continues to rely more and more on the digital channels, it might sounds like a great opportunity to develop new ways to reach out to people, taking advantage of the situation to test new ideas, new techniques.
In a recent Forbes articles about about adapting your marketing strategy during the Corona virus in China, the outcome seem to be that it is okay to advertise but being sensitive is the most important part of the brand positioning, rather than product itself. In other words, be compassionate and show support first rather than showing like taking advantage of the situation. As always, the content matters and is the one that will make a difference about the survival of the brand.... nothing new but it is a good reality check.
The king of media during this world crisis clearly is video content. More is going on than ever about e-learning and communication. As we are deprived from direct contact with others, video is the element of connectivity that keeps us going and provides a feeling of contact with our fellow human friends. On the B2C side, clearly that’s understandable; after all, after voice calls, video calls are the logical next step to stay in touch with loved ones and colleagues.
On the B2B front, it is my belief that this push for video media will accelerate its acceptance as more have upgraded their internet access bandwidth on their mobile and home devices. The remote office wave supported by Microsoft, Zoom and Slack (to mention just a few) and the upgrading of the connectivity requirements will not scale back after this crisis. Expect marketing to become more focused on adaptive video content with platforms like YouTube and more live events on social media channels like Twitter Live or Instagram TV. Those will include product launches normally kept for trade shows or special live (in public) events or live conferences streamed live and recorded for the ones not able to watch at the moment. Live interpreter (also called Machine Translation) using Neural Networks such as the one from Microsoft are being worked on, could provide a great step into a “Star Trek-like” universal translator giving native language access to your content, regardless of the location of the user.
This is clearly a great time for upgrading your marketing strategy from static to live, from product-sales-focus to compassionate-and-supportive branding, the message might just be easier to pass on, more human and less aggressive.
About the writer: Flavio Stiffan is a business development and marketing strategy freelance consultant with focus on creating market expansion game plans supported by academia programs and creation of ecosystems. He has implemented and managed alliance networks and is at the core of academia relationship management with a network of over 130 universities and 300 technology companies and distributors. For more articles, visit www.stiffan.eu or check out his profile on LinkedIn.
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