The new normal. Tired as this term may be, we cannot get away from it – not now at least. The unpredictable nature of today can be anxiety-inducing for marketers and may even invoke a little bit of heartache when we’re forced to pull the plug on campaigns planned way in advance.
Chin up, fellow marketers – this ‘arrangement’ is only temporary. Here are a few ways to help you shake off the funk and come out of this on top:
The truth is that all brands were built on the premise of hope – to solve problems and to make lives better. As brand guardians, we need to maintain an optimistic attitude in order to inspire hope for the future. Optimism enables us to generate new ideas and look at a magnitude of new possibilities. Your colleagues, consumers and clients will also gravitate towards positive energy and trust you to help guide them.
As marketers, creativity is in our DNA. The fact that we are in the middle of a pandemic shouldn’t stunt your creativity – on the contrary, it should spur you into coming up with ideas that are different.
Now more than ever do we have the opportunity to truly step out of the box and use the myriad of platforms available to reach out to consumers and resonate with them. Being creative let’s come up with approaches from all angles as opposed to a linear, logical one.
Stay Agile and Adapt
There’s nothing worse for a marketer than being left behind. As we navigate through these unprecedented times, we need to remember that competition is fierce, and things change at an intensely rapid pace. Hence, we need to move nimbly and adapt to how things are changing. This will keep us open to the opportunities that come our way and with that, deliver strong strategies.
Learning is a lifelong process and as marketers, we need to continuously enhance ourselves. One of the silver linings that the pandemic has brought about is the fact that many institutes are offering free courses. Take the time to sign up and complete the courses that are available. Fortify yourself with knowledge and apply your learnings to your work. If you feel that a course has no relevance to the work that you do but it interests you, take it up anyway, as it’ll expand your horizons.
Consistent Communication is Key
How many times have we heard this before? Still, in our business, we need to keep communicating. When we speak to our intended audience – whoever that may be – it is important that there is clarity. Be clear on what you want to say and be concise as your audience will understand you better.
We also need to always be aware of the time we are in and speak with compassion. Right now, everyone is grappling with the new normal, so by speaking with empathy, it’ll show that you understand them. Social distancing may be a thing of the present, but effective communications will keep you close and strengthen your relationships with colleagues, consumers and clients alike.
Change is imminent, even in the most normal of times. The sheer velocity in which we have been thrown off-balance may have had discouraged us and left us feeling stuck in a rut, but we must always remember that as humans, we are fully capable of readjusting and moving forward. More than that, as marketers, we have always embraced change. How else could we have seen the growth of many a brand over the years? The point to note is that it is up to you to step out of your comfort zone and push yourself to be an active participant in your journey forward as a marketer.