In the new normal era, where there are many situations where we refrain from contacting people and moving, we cannot think of marketing strategies from a conventional perspective. In reviewing the strategy, it is necessary to consider methods of attracting and appealing to customers and cultivating customers using online that can respond to the new normal.
This time, after confirming the changes in marketing and how they should be in the future, let’s think about the effectiveness and utilization of Internet advertising, which is increasing in users in the new normal era, and the points of online customer acquisition strategies.
What is the new normal era?
The “new normal” is the concept that a major event causes inevitable changes in society and the economy, giving rise to new common sense and situations. After the global economic crisis triggered by the collapse of Lehman Brothers in 2008, there was a widespread view that even if the economy recovered to some extent, especially in the United States, the world economy would never return to normal. The term “new normal” has come to be used to describe such an unknown situation. Since then, it has been used in various situations, not limited to the global economy after the Lehman Shock.
The COVID-19 epidemic that began at the end of 2019 and continues today has triggered a global economic crisis. As the spread of infection continues, we are being forced to adapt and transform not only our lives, but also education, business, and everything else to the new normal. Due to this social situation, recently, the new normal era is generally starting to refer to the period after the outbreak of the new coronavirus infection.
For now, the spread of infection and the country’s efforts to prevent it are expected to continue in the long term. Infection control is essential, but if people stop almost all activities and the economy stagnates, the risk of business bankruptcies and social turmoil due to economic deterioration will increase. Each of us living in the new normal era is required to continue social and economic activities while coexisting with the new coronavirus. The existence of the Internet and IT technology is essential for this.
Changes in consumption trends and required responses
As social conditions change rapidly, how is corporate marketing changing? Let’s take a look at consumer trends in the new normal era and the responses required of companies.
In April 2020, when the Japanese government declared a state of emergency to prevent the spread of the new coronavirus infection, many stores were forced to close or shorten their business hours, prompting the public to refrain from going out.
With this opportunity, many consumers who previously purchased products only at physical stores have shifted to purchasing on EC sites. Although the state of emergency was lifted in May 2020, the use of e-commerce is expected to continue to grow, given that efforts to prevent the spread of infection will continue for the time being.
Along with the use of EC sites, the use of the Internet centered on SNS is increasing. In recent years, there has been a growing tendency to focus on experiences and value in consumption, but in the coming new normal era, we will collect information on the Internet, carefully examine it, and choose products and services that we feel are more valuable. More and more consumers will choose.
In addition, attention should be paid to the impact of the epidemic on consumer values and psychology. First of all, people are thrifty because they are worried about the future of the economy, and there is a growing tendency not to spend money on unnecessary things as possible. At the same time, people are more conscious of their health and comfort than ever before, and more people are investing in enhancing their time at home and their lifestyles. It cannot be overlooked that the desire for communication and experiences that stimulate the senses is increasing due to the decrease in contact with people and opportunities to go out.
Companies need to provide products and services that meet the needs of consumers, as well as search for a way of marketing that matches the new normal era. Branding is one of the most effective strategies for B to C businesses, especially retail businesses such as restaurants and apparel. In the coming era, to stand out from competitors and continue to be chosen by demanding consumers, it is necessary to raise the value of the company and nurture fans who will support the products and services over the long term.
Branding starts with clarifying your company’s position and the demographics you want to appeal to. If you succeed in building a brand that matches new consumption trends, you will be able to proceed with marketing advantageously even in the new normal era. In B2B business, it is becoming difficult to visit business partners directly for business negotiations from the perspective of preventing the spread of infection. Instead, online sales using web conferencing tools are becoming more popular. Of course, not only B to B and B to C but also online marketing such as Internet advertising and webinar distribution is expected to increase significantly.
On the other hand, when conducting online business negotiations, you must be careful with the handling of information. Since there is a possibility that confidential information may be handled by each other during business negotiations, it is essential to take measures to prevent information leakage, such as choosing a paid web conferencing tool for businesses with strong security functions.