{"id":20563,"date":"2020-08-07T05:00:00","date_gmt":"2020-08-07T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=20563"},"modified":"2020-10-19T13:54:29","modified_gmt":"2020-10-19T20:54:29","slug":"the-global-pandemic-has-reset-standards-for-brand-engagement-and-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/the-global-pandemic-has-reset-standards-for-brand-engagement-and-marketing\/","title":{"rendered":"The Global Pandemic has Reset Standards for Brand Engagement and Marketing"},"content":{"rendered":"\n

In times of global disruption, it\u2019s natural to reach out to customers to let them know that their health and well-being are important. But, these are no ordinary times. We\u2019ve entered a Novel Economy<\/a>. And like the Novel Coronavirus, the Novel Economy represents new, unusual, and uncharted conditions. <\/p>\n\n\n\n

There is no playbook to navigate a global pandemic and resulting economic shutdowns. Yet, brands still have to survive. One way to do so is through marketing and customer engagement. The challenge is how to do so effectively in a pandemic without using old playbooks, misusing platitudes, appearing as insensitive, or ignoring COVID-19 completely. Success forward requires a delicate balance of customer empathy, meaningful values, and of course, innovative technology. <\/p>\n\n\n\n

Unfortunately, in the early days of the pandemic, many brands appeared to reference the same generic marketing template. This was uncomfortably clear in a video montage that featured clips from advertisements by leading brands titled “Every Covid-19 Commercial is Exactly the Same<\/a>.” As a result, customers were open to hearing from new brands, making brand loyalty itself up for grabs.<\/p>\n\n\n\n

This is a time to be a light in the lives of consumers, to find ways to add value or remove friction, especially when customers feel overwhelmed and anxious. Those brands that take the time to understand what matters to customers and why, and communicate kindness and caring, will cinch newfound opportunities for genuine engagement. <\/p>\n\n\n

\n
Open Image Modal<\/span>\"\"<\/a><\/figure><\/div>\n
<\/div>