Right now, if you are feeling inner disquiet and debilitating disharmony, you are not alone.
You have lost your routines, friends, activities, sports, independence, time in nature, travel, and necessary novel stimulation. The best technology can offer is simulation of physical events and or webinars. Like zombies, you are doing your part in attending without much participation and even less expectation. In fact, brands are at a loss on how to maintain it's prominence and be at the center of their clients' decision making process.
The controversy of COVID19 compiled with the uncertainty, the pandemic is proving to be a challenge in providing visibility into fluid plans. According to Newscred, 42% indicated that their marketing team lacked the bandwidth to quickly create new content as the result of shifting priorities with another, 40%+ indicating that managing realignment of budget & people resources is problematic.
For so long we were so focused on tangible goals, that now we are at a total loss on how to go after our goals, garner leads, construct conversation and finally package our conversion. I believe, the clue lies in going beyond the surface and take a dive into the mental construct of your audience.
Building Your Butterfly
COVID-19 gives you a reason to examine your ecosystem, dismemeber the parts that is not working and design a brand configuration that is strong enough to survive and thrive.
“Caterpillars chew their way through ecosystems leaving a path of destruction as they get fatter and fatter. When they finally fall asleep and a chrysalis forms around them, tiny new imaginal cells, as biologists call them, begin to take form within their bodies. The caterpillar’s immune system fights these new cells as though they were foreign intruders, and only when they crop up in greater numbers and link themselves together are they strong enough to survive. Then the caterpillar’s immune system fails and its body dissolves into a nutritive soup which the new cells recycle into their developing butterfly.”
The caterpillar is a necessary stage for brands to become relevant and sustainable. It is the precursor in defining the new developing reality. The task is to focus on building the butterfly — the success of which depends on powerful positive and creative efforts in all aspects of brand deliberation and brand engagement.
Finding Opportunities During Challenging Times
The COVID-19 crisis is daunting and disorienting. There is no doubt that this health crisis has turned our personal world and the business world on its head. Health crisis has changed our lives in fundamental ways and turned the business world on its head. For example, brand that were planning to attend or host trade shows, conferences or other events have to quickly pivot to virtual events.
According to Newscred research, there is a significant increase increase in investment in the following channels:
This means that marketers are either having to venture more deeply into areas they’ve only dabbled in, like video creation for example, or, more likely they are needing additional resources to help them create the content they need to survive in the coronavirus chaos.
So, brands have a chance to expand their reach through the use of new channels and agencies and freelancers have an exciting opportunity to serve new clients with new and creative services.
Keep your spirits high. Stay Positive!
Seth Godin rightfully puts it, "The cost of inventing, prototyping, manufacturing and especially advertising a new thing, concept, service or organization is a tiny fraction of what it used to be. In some industries, you can do it for 1% of what it used to cost."
So Where Does that Leave You?
All of a sudden you have 50 more competitors, all selling the same stuff, all competing for the limited attention and delivering at best, an okay product with too many features that perhaps results in mediocre benefits for your end-user. So what are you to do?
We all acknowledge that we are living in a fast changing environment. Technology has permeated the everyday life of the marketer. And, we have all come to the grasp that, marketing is no longer about "creating a myth and selling; now it's about finding a truth and sharing it.” Because, you cannot be selling a myth in a transparent, technological age where everyone is watching your every move. At the end of the day, people expect truth, transparency and real-time engagement. This puts a huge burden on marketing. But, it also helps your organization to be more open "to ways to deliver on the purpose outside the specific products you sell while at the same time being very clear about what is part of the purpose and what is outside the purpose." Above all, find a way to be relevant to your end users all the time. Google and Apple have achieved high brand capital because we engage with them all the time. It is seamless, it is sub-conscious and it has become a part of our social psyche and our social behavior. These brands do not have to fight for our attention. They have embedded themselves in our daily doings.
What is the Worst Thing That Can Happen To You?
John Hagel, management consultant from Deloitte & Touche states that the business of creating wealth is no longer about funding or innovation or about the supply chain management. The new battle ground is the battle for human attention.
Failing miserably in getting people to pay you attention.
Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka