After almost a year and a half since we first faced the coronavirus pandemic, we now have good and bad news. The bad news – many of the problems that we encountered in 2020 are still with us and they are here to stay for some time. The good news – we now have more experience with the pandemic than in March 2020. Life has changed in all aspects and so have the habits and expectations of customers. What is important to customers today and it was not in focus before the pandemics?
Increased quality content
Let’s be objective! Before the pandemic, the topic of advertisements could have been almost anything if it was pretty well “packaged”. We are guided by the fact that customers’ attention on their way to work and back home is not on an enviable level. Traffic jams and the noise quickly reduce the focus of attention and there is no much immersion in the content through which they scroll. As offices moved into family homes, attention continued to focus on household and household responsibilities. Now you need to pack something in 60 seconds maximum video length, that would draw attention all the time and carry a more profound message, a higher value of your product, for which it should be bought.
Choose influencers carefully
An enviable number of followers and beautiful looks are no longer enough to promote your product. People have faced the loss of their close ones.They live with the fear that hasn’t existed before and first of all, they would like to see genuine care for the community. They want to hear that there is a person of integrity and good at their work behind a certain promoted brand or product, a person who takes care of the environment, neighbours and sympathizes with their followers. Choose someone with integrity who carries a message that community is essential!
Employee care
The pandemic has cut many company budgets worldwide and unfortunately, left many people without work. Some companies were forced to reduce the number of employees. In the past, this had led to the rest of the employees being overworked. At the beginning of the year, we witnessed an award ceremony in Serbia, where during a live broadcast the manager had received the award and accused the company of mobbing. After that, the brand experienced a call to boycott its products on all social networks. The last thing that customers want to hear is that you mistreat your employees in critical situations.
Environmental protection
This is not just a phrase. With rising temperatures in certain parts of the world and with recent floods in Europe, which we have watched in disbelief, with fires that have blazed across the globe under the heatwave this summer, customers are increasingly concerned about environmental protection. They are not only concerned about the environment they live in, but they also worry about what will we leave for the generations to come. Brands will seriously have to emphasize socially responsible business and contribute to the protection of the environment because, the last thing that customers want to hear is that companies neglect natural resources.
Clearly show what your brand stands for
When the pandemic reached its peak, not only brands but each of us had the opportunity to say clearly and show what values they stand for. Medical aid arrived in different parts of the world. Masks, gloves, disinfectants and medicines were ways to show solidarity in the fight against the virus. This influenced the public to change the view of the world and world companies. Many people are endangered by viruses, war conflicts, hunger and climate changes. In almost every part of the planet, you can find a place where you can show and prove that you are socially responsible. And don’t wait to see how others do it, but lead by your example.
