How COVID Has Changed Sales and Marketing: Part 2

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Today, Tomorrow and the Future

Welcome back to part 2 of our series, 9 Ways COVID-19 Has Changed Sales and Marketing.

In our last installment, we touched on a shift to digital, an increased emphasis put on relationships, a move to remote selling and a switch to purely virtual events and conferences.

In part 2 of this series we’ll start to discover how COVID-19 is changing our lives today, and what impact that may have on tomorrow.

5. We’re Doing More with Less

Doing more with less isn’t uncommon, but lately we’ve all been stretched a bit more than usual, particularly the members of marketing and sales teams. With widespread layoffs and reduced staff becoming the norm (though that’s beginning to bounce back), we’ve been expected to pull double duty and cover responsibilities that may not have otherwise been delegated to us.

This means that we’re expected to cover multiple bases — like the development of new advertising, the shift to more digital-centric models, as well as maintaining current customer relationships — that would have previously been handled by a whole team. Enter marketing automation, wash and repeat processes, and the increased use of marketing technology.

6. Video Continues to Rise

Anyone who’s been watching what Zoom (ZM) has been doing knows that video continues to be crucial in helping businesses cope with the new realities of the pandemic — namely social distancing.

While we’ve touched on the idea of video in our previous installment, it’s hard to understate the importance of video capabilities in our new normal, particularly when it comes to sales.

This is a time to double down on your personalized marketing efforts, incorporating a video stand in for what might be a meeting or email. Sending a piece of direct mail, like a dimensional mailer with a video component, is a great way to use video to move forward as we deal with the effect of COVID-19 on our ability to meet face to face.

7. We’re Switching Focus to Omnichannel Marketing and Loyalty

In one of our recent pieces, we pointed out the strengths of an omnichannel, multitouch marketing strategy. This type of marketing is making more on an impact now than ever before, and will continue to thrive as new customers enter the market every day in search for new services.

However, this search for new and better services is a double-edged sword — while it brings with it the opportunity to attract new customers, it also puts us in a position to lose loyal customers as they open themselves to the idea of new services elsewhere.

But there’s a way to capitalize on both scenarios – focus on the opportunity to gain new customers with engaging omnichannel campaigns, while not losing sight of your loyal customers needs in the now.

8. We’re Looking for Alternative Ways to Gather Information and Make Connections

We’ve started to get better at finding new ways to make connections in the wake of COVID – mostly out of necessity. Being that so many people are looking for alternative solutions and forms of communication, we’re also beginning to streamline them in an effort to find what works and what doesn’t.

We’ve noticed this in the increased usage of things like chatbots as well as online scheduling and other self-service platforms, like stock tracing and order tracking. And, at the same time we’ve also seen it in the way we interact on social platforms — LinkedIn recently reported a 55% increase in engagement between connections.

9. E-commerce is Accelerating

We knew the average consumer was trending towards a preference, or at least acceptance, of largely digital interactions making up a significant chunk of their day to day purchases. That’s nothing new.

But COVID-19 threw gas all over that fire — with the temporary closing of most brick and mortars, we experienced a massive shift towards e-commerce by necessity.

And for an example, we need to look no further than what retail giant Amazon has been doing. Despite, the pandemic, Amazon has been thriving and is set to become the biggest US industrial distributor by 2021.

As you know, COVID-19 has done a lot of damage, plain and simple. But in light of that damage, the pandemic has instigated a shift towards net-positive trends in business and how we operate.

One thing is for absolute certain — now more than ever, we’re all looking towards the future.

Looking to see how Strata can help you evolve during and after COVID-19? Contact us to see how we can help you make smart happen every day.

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