How To Engage With Your Audience In a New Normal Setup?
How brands can stay relevant in today’s changing landscape
By: Bea Lim, Managing Director
COVID-19 has greatly affected the constantly evolving communications landscape, prompting brands and consumers alike to be agile and shift their mindsets to ease into a new way of life.
According to a report by Google, consumer mobility has decreased by 84% in restaurants and shopping centers and by 53% in groceries and pharmacies. An Influencer Marketing Hub survey also details that 65% of brands have noticed a decrease in revenue. The same survey presents a 30% increase in traffic to media sites, and an analysis by The New York Times shows a significant increase in social media and online applications usage. Online consumer activity has undoubtedly increased, pushing businesses to pivot online.
While businesses set their sights on online platforms, online banking and delivery services have also become essential for consumers. Because of the convenience and safety it entails, there has been a spike in online bank transactions. Delivery personnel also went from economy workers to essential workers that help consumers stay safe at home.
This shows that the “new normal” is largely about embracing the virtual space. Brands need to address their consumers’ constantly changing needs and stay connected with their audience through this difficult time. Here are three ways that brands can continuously engage with their consumers as the world transitions into the future reimagined:
Embrace digital transformation. Brands have to utilize digital tools and platforms to survive. This can take different forms like exploring various communication channels or using cloud-based solutions as the company works remotely. Since the enhanced community quarantine started, we launched our own TeamAsia podcast, B2B: Breakfast-to-Business, as well as a three-part webinar series called Experience Online to celebrate our 28th year of creating next level experiences. We also continue to enhance our digital marketing services to adapt to the growing needs of the market — from meaningful online content to ecommerce platforms to mobile apps and digital shorts. These help us tap into audiences through different channels and find avenues wherein we can transform offline experiences into memorable online ones.
Be a reliable partner. In this difficult time, consumers are looking up to brands to offer support however they can. This can mean offering flexible payment terms and customized packages or even a source of inspiration and hope. Recently, TeamAsia saw an opportunity to work with one of our exhibit suppliers to create over 150 shell booths for Quezon City University. These serve as sanitized and private isolation areas for suspected COVID-19 patients. This initiative stemmed from the belief that a small act of kindness can go a long way. Brands that provide food or medical equipment aren’t the only ones that can spark positive change at a time like this.
Create meaningful interactions. Brands must reinforce the idea of social solidarity, and show their consumers that they are with them through this crisis. Online interactions may seem cold and detached at times, so it is up to brands to create personalized and authentic engagements. This is why TeamAsia has been maximizing the use of technology to spread useful and positive content while highlighting stories that matter the most at this time. It’s our simple way of reminding people that they aren’t alone, while giving them helpful tips in navigating these unpredictable times.
All of this means that the market is in flux, the future is being shaped, and brands need to keep up. This crisis calls for brands to truly connect with their audience, build relationships, and create next level experiences. Brands also need to be forward-looking, which means engaging their audience and nurturing these connections beyond this crisis, and even after the world becomes well adapted to the future reimagined.
We have all been changed by this global crisis. What today’s modern consumer needs are authentic, relevant, and holistic engagements. As Experts of Experience, we at TeamAsia answer these needs through our Integrated Marketing Experience approach, or IME. We are celebrating our 28th anniversary in the midst of an extraordinary time in history, and we are ready to face and march towards a brighter and even more exciting future ahead.
Let’s reimagine the future together. Get to know more about how brands and consumers can adapt to the current landscape by connecting with us at info@teamasia.com
