The message is clear: Rebrand, reimagine!

How do you adapt your messaging to the sudden change in the marketplace? Learn from CEO and serial entrepreneur Ally Spinu!

These are testing times not only for the businesses but also for the consumers across the world. Job losses, pay cuts, and health and safety concerns resulting from the COVID-19 pandemic have impacted the consumers' psyche and their spending habits, calling companies to adopt an entirely new approach to reach out to them.

In a recent survey by Mckinsey and Company, consumers spent more time online due to lockdowns, work from home, and social distancing norms in place. Many have either tried new websites, new retailers, or switched their primary retailer. Also, a majority of them intend to continue with their choice after the pandemic is over.

It is evident and apparent that businesses can't go as aggressively as they did with their products in pre-COVID times. The offers, branding, advertising, and messaging of companies must now address the consumers' concerns and problems, be more empathetic, and offer realistic hope of better times, ensuring it's all in line with their respective products at the same time, communication consultant stress.

Many businesses, especially those involved in fast-moving consumer goods (FMCG) and supply chains, have already started rebranding themselves and extending new offers pivoting around 'the clientele's safety first' message. This thoughtful approach infuses confidence among consumers and increases their loyalty towards brands they have long been associated with. Many businesses are creating adverts around COVID warriors to win their customers' trust and rebrand themselves as a responsible organization.

Business websites and online portfolios have now become a potent tool to interact with customers. Many SMEs are using them to let their clients know how they are dealing with the situation, their contribution to the community in fighting the pandemic, and what operations and services are available with safety measures in place.

All in all, keeping the customers informed, updated, and engaged is the key here. It's a good idea to update customers with short, clear, and striking messages about shipping delays, unavailable products, or policy changes. Messages assuring that the virus cannot be transmitted through the products can go a long way in winning customers' confidence. Oversharing obvious or insignificant information is best avoided. The messaging should make customers feel they are not alone in this time of crisis.

The past two months have witnessed a phenomenal expansion of the digital marketplace, with businesses going online to claim their share. Therefore, important branding is done effectively and appropriately to get the right message across by choosing the right target group.

There has been a drastic change in people's search behavior online in recent times. More and more people are visiting entertainment websites, and want to read and watch the news as they spend more time at home. A close study of search interest at specific times and locations can be invaluable to digital marketing efforts. These efforts need integration as companies gradually crawl towards the new normal!