Unlocking the survival kit for brand managers
2020 has been a remarkable year for the learnings it left behind. There were many new facets that human beings had to adapt to, ranging from personal to professional changes. When the pandemic first hit, it took its toll across industries and left many businesses jolted, and in extreme cases, even forced out of business. Slowly and steadily, as businesses were adapting to this change, there was a common thread of realization – the essentials required for survival of the brand, irrespective of the degree of adversity and contingencies. This phase was felt across all verticals of business and marketing was not any different. Brand Managers felt the need to adopt newer and innovative strategies to ensure visibility and eventually business conversions at a time when consumers were not displaying the same level of brand loyalty.
The criticality of an adaptable plan
Across businesses and countries, the key takeaway was that there should be a fool-proof plan and strategy in place to ensure successful outreach to the target audience under all circumstances. It is, however, critical to note that the plan should be flexible enough to adapt to contingencies as well as cater to the need of the hour. As a brand manager, one should keep their eyes and ears on the ground to gauge gaps and evolving customer needs. For instance, during the pandemic, many brands expanded their product and services bouquet to meet the changing needs of the customers. Not only did this result in profits for the corporate at a time when business was slow, but it also ensured goodwill for the brand and positioned it as a preferred choice for providing innovative and customized solutions to new-age consumer needs. Brand managers understood the essence of realigning plans, and eventually goals.
Establish a direct line of communication
Brand managers also realized very early on in the pandemic that online engagements had become the “new normal” with all its stakeholders. With quarantining and lockdown restrictions enforced, offline and outdoor methods of communication took a backseat and brands debuted and increased presence across multiple digital and social platforms in order to stay connected. Along with increasing visibility, this ensured access to a wider audience base which was no longer restricted by geographies. Reinventing is the new keyword as the world witnessed age-old brands launching products digitally instead of on-ground.
Content strategy
It is imperative to note that online engagement is a two-way street. Hence brand managers are required to have an effective content strategy in place. This would play multiple roles from managing customer expectations, communicating key developments on a real-time basis, and countering negative feedback from disgruntled customers. Establishing outreach with the target audience through a well-planned and executed content strategy is always counted as successfully fulfilling a marketing mission. After all, content is the king. It has been witnessed that a multitude of potential customers leverages content as research material to influence their decision-making process of purchase.
Brand managers are driving various online campaigns to maintain engagement quotient and eventually, top of the mind recall, over and above the clutter of competition. There is an increased focus on choosing the relevant platforms to execute content strategies. Brand managers are, additionally, leveraging social and digital influencers to create an impression in the minds of consumers, especially for converting leads of B2C products and services.
Measurement metrics
It is meaningless to release content but not being able to correlate it to conversions. Hence, brand managers use various methods to measure engagement with their consumers. One of the most popular engagement strategies is using Search Engine Optimisation, popularly known as SEO. Various reports point to the fact that using the appropriate keywords results in driving traffic to websites and other outreach platforms of brands. Search advertising is another popular strategy used by new-age brand managers to enhance consumer connect with the brand. The strategies should ensure meeting business objectives. From traditional methods of directly correlating marketing strategies to increased sales and revenue, to modern methods like social media metrics, search rankings, or backlinks to websites, brand managers need to enforce Key Performance Indicators to measure the effectiveness of the marketing strategies.
The power of networking
Along with online platforms, a common factor binding all businesses which succeeded in the pandemic is consumer trust. One of the primary ways of building trust is through the good old way of networking. Brand managers included this in their survival kit during the pandemic. The pandemic led to people exploring newer digital platforms to stay connected and network. Exchanging experiences and learnings, using synergy to generate innovative solutions, leverage is known references to increase audience base, networking was one of the most popularly used tools during the pandemic that helped tide the crisis together.
In a nutshell..
The pandemic also reiterated the importance of value proposition and brand promise. Crisis always divided and questions customer loyalty and highlights gaps. In such a situation, these two factors would be the foundation stone for brands to flourish.
Martin Luther King once said, “We must accept finite disappointment, but we must never lose infinite hope”. 2020 addressed the criticality for Brand Managers to arm themselves with a survival kit in order to dream for a new beginning.
About the author:
Gaurav Patra, Founder, Value360 Communications